Evaluating Advertising Platforms: Challenges of the Metaverse “Platform”

The Current Advertising Platform Landscape 

Across internet platforms like social media, broadcast radio or television and now streaming platforms it can be difficult to figure out where the best bet is to put ad dollars. With the introduction of the Metaverse and its various advertising offerings from companies like Meta or Roblox**, Metaverse business opportunities are developing but are still very new. 

Is Metaverse Advertising Right for Your Brand?  

Although there is risk, it doesn’t have to be a gamble. Just like any other platform, the approach is virtually the same. Any brand can ask themselves a few “back-to-basics” questions when evaluating a new platform for their campaign: 

1. Target Audience 
   Who is the target audience for your brand? Where do they live? Where do they consume their content? Where do they get their information? Are they even using the Metaverse?  

2. Content & Engagement 
   What kind of content is your brand creating? Is it engaging with your target market? Does your content have Metaverse applications? Would that Metaverse-specific content engage your users? 

3. Measure, Measure & Measure Again 
   Have you set up a way to track and measure how your campaign has performed? The industry continues to figure out measurement tools for the Metaverse, since having a way to measure campaign performance is essential, Metaverse or no Metaverse. 

Metaverse Specific Challenges 

In addition to knowing if the Metaverse is right for you, there are some other Metaverse-specific challenges that marketers may face when it comes to a Metaverse campaign.  

1. Platform Segmentation 
   Currently, social media is very fragmented. Numerous apps do the same thing, so how do you know which one is best? The same applies to the Metaverse; it is fragmented within itself because each company that offers their own Meta-World** is separate from each other with different ways of logging on. Knowing which Meta-World to advertise in is a major challenge.   

2. Industry Favorite 
   The Video Game industry is one of the leading industries utilizing the Metaverse. Makes sense given all the controls, buttons and headgear feel like playing games. But what about companies not in the video game industry? Right now, opportunities outside of general socialization and gaming are very limited.  

3. Time & Technology 
   The Metaverse is still new and while we don’t have the technology that meets our Meta-expectations yet, we could in the near future. As with any new platform, measuring your campaign performance is essential. Outside of the Metaverse, there are many tools and technologies that could work for all kinds of campaigns to have a better understanding of the KPIs.  

Don’t Get Left Behind  

Some roadblocks to the Metaverse are causing it to lose steam, but the building blocks are in place. Keeping an eye on the Metaverse as an advertising platform still looks like a not-too-distant future possibility, so make sure to check in on its developments regularly. 

Did you know what some of these words** mean? 
Consider reading our eBook and Become Well Meta-Versed today! 

Have Questions about evaluating Metaverse advertising?
Contact Mike Pocci mpocci@teamaftermath.com with questions.