As lens-tech solutions, cloud computing and mobile connectivity infrastructure gradually evolve, the accessibility of VR and AR experiences to digital consumers is increasing. However, in spite of the global hype around metaverse and the relevant advertising capabilities it can unlock, businesses’ willingness to test out immersive ad campaigns has, until recently, been mostly limited to top-tier conglomerates.
Blame it on the lack of interoperability between existing technologies on the market, or the insufficient understanding of who to target and how to measure immersive ad campaigns, but many mid-sized market players are still reluctant to take a leap of faith and explore newly emerging opportunities to engage with their customers outside the static 2D environment.
