Inside marketing and advertising in the metaverse – Business Insider

The “metaverse” recently got a big boost from Facebook parent Meta, which is pouring $10 billion into its ambitions there. Other big tech companies including Apple, Google, and Microsoft are working on their versions of the concept.
The vague term refers to a variety of shared spaces and assets that people can access via the internet, sometimes using virtual reality and augmented reality devices, and interact with each other and buy virtual goods.
But Facebook itself says the payoff won’t be immediate, and top executives have widely differing expectations of what the metaverse means to them.
Here’s a breakdown of Insider’s coverage of how marketing is shaping the metaverse and the key people to know.
Read more: Advertisers look to capitalize on the metaverse hype
Here’s what 14 top executives are saying about the ‘metaverse’
Advertising execs say they’re joining these 5 online communities to get up to speed on the metaverse. Some groups are free, while one Telegram channel effectively costs more than $60,000 to join.
Meta just made its first big metaverse pitch to advertisers. Here’s what people in attendance said about it.
Companies of all stripes are racing to enter the metaverse, whether that means building experiences there, engaging in gaming, or buying NFTs using crypto.
Here’s a rundown of the ways they’re dabbling in the metaverse and Web3; the opportunities for creators, Hollywood, and more; and risks.
Read more: As some crypto companies cut ad spend by up to 70% amid the ‘crypto winter,’ brands like Binance and OKX are focusing their marketing on education and responsible investing
Wendy’s top marketer breaks down how it’s using the metaverse to win the burger wars
Microsoft is building an ad program that will let brands advertise in Xbox games
From The New York Times to CNN, how 9 media companies are using NFTs to open up lucrative new revenue streams
Intellectual property could ‘effectively disappear’ in the metaverse, according to a top trademark lawyer. Experts detail what brands can do to protect their IP in Web3 environments.
An influencer-marketing firm wrote a report about how the metaverse will affect the creator economy. Here are 5 key takeaways.
3 NFT insiders predict how Hollywood can maximize the tech in 2022 — from character and IP development to subscription marketing
Interest in the metaverse is driving hiring at companies and the creation of new industries. 
Agencies like Vayner Media and Roblox leaning heavily into the metaverse, while startups like Curio are raising money on the promise of NFT platforms.
Here’s a rundown of the people and companies to know and tips for getting hired.
Read more: 12 marketers and dealmakers leading the crypto industry’s multibillion-dollar spending spree on sports
24 agency executives leading advertisers’ charge into the metaverse and Web3
Top advertising executives in gaming and esports
9 NFT companies working with Hollywood studios and creators to drive the future of the blockchain-based tech in entertainment
How these 7 Web3 music startups are taking on the $25 billion music industry, with the backing of artists like Nas, Katy Perry, and The Chainsmokers
Meet the 21 under-the-radar leaders building the metaverse at Apple, Facebook, Google, Niantic, Roblox, Snap, Unity, and more
Marketers from Crypto.com, FTX, ByBit, and Alchemy share 3 top tips for landing a marketing job in Web3 and crypto
From ‘3D advertising managers’ to ‘NFT curators,’ get ready for these 8 Web3 marketing jobs of the future, according to the CEO of $10 billion crypto exchange KuCoin
Companies are raising millions on the promise of helping build the metaverse. Here’s a sampling of the ways investors are driving growth in the space.
Read more: 16 promising Web3 startups in Southeast Asia to watch, according to top VC investors

2022 is shaping up to be a big year for advertising M&A. Here are 10 trends to expect, from a jump in e-commerce ad deals to a surge in event marketing interest.
11 advertising companies that are top M&A targets in 2022 as marketers pour money into TikTok and the metaverse
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