Game On: Apply In-Game Advertising Strategies to the Metaverse

We can’t go anywhere without hearing about the metaverse, but the biggest question on every brand and agency’s mind is: how do I advertise in it? The metaverse may not exist yet, but its not-so-distant older cousin, video games, is the gateway solution brands are exploring. Video games allow brands to advertise in 3-dimensional virtual worlds that are scalable, measurable, and brandsafe. The best part? Video games already have an established audience of over 3 billion regular gamers worldwide.

Understanding how to uniquely plan, buy, and measure in the gaming space will give brands a jumpstart and foundation to effectively advertising in virtual worlds and the future metaverse. In this session, you’ll learn the nuances between gaming and the future metaverse, how to differentiate between in-game placements and traditional forms of digital advertising, and how to develop a clear strategy on properly measuring new placements like intrinsic ad contexts in virtual worlds.

After this session, you’ll be able to:

  • Identify the nuances between gaming and the future metaverse, and how to gauge legitimate advertising opportunities in virtual worlds
  • Learn why some in-game placements are fundamentally unique from traditional forms of digital advertising like web- or mobile-based buys (Hint: because they are integrated into the game engine itself!)
  • Develop a clear strategy on how to properly measure new placements like intrinsic ad contexts in virtual worlds