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How marketing and advertising is shaping the metaverse
Entering the metaverse.Iryna Veklich/Getty Images
Here's a breakdown of Insider's coverage of how marketing is shaping the metaverse and the key people to know.
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How marketing and advertising is shaping the metaverse

Here's a breakdown of Insider's coverage of how marketing is shaping the metaverse and the key people to know.
  • The metaverse is getting a big boost from Facebook, Microsoft, and other tech giants.
  • Marketers are scrambling to play in these virtual spaces, with NFTs, gaming initiatives, and more.

The "metaverse" recently got a big boost from Facebook, now known as 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: Meta just made its first big metaverse pitch to advertisers. Here's what people in attendance said about it.

Advertisers look to capitalize on the metaverse hype

Facebook: Metaverse investment to reduce profits by "approximately $10 billion" this year

Here's what 14 top executives are saying about the 'metaverse'

CEO interest in the metaverse is surging, but some are wary: Data

Metaverse gaming, VR, crypto, NFTs

As hype builds around the idea, advertisers are racing to benefit from the metaverse, whether that means people exploring virtual worlds, engaging in gaming, or buying NFTs using crypto.

They're minting NFTs — non-fungible tokens — exploring smart contracts, and building metaverse experiences.

But they have to navigate risks of unpredictability, lack of standardization, and risk of being inauthentic in metaverse universes.

Read more: From The New York Times to CNN, how 9 media companies are using NFTs to open up lucrative new revenue streams

'The sky is the limit': Grayscale's CEO breaks down why the firm is taking over the entire advertising space between 2 mass transit hubs and their Amtrak trains for 3 months as its push for a spot bitcoin ETF intensifies

A top Roblox creator who advised Stella McCartney and Forever 21 shares how brands can profit in the metaverse and pitfalls to avoid

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.

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.

An influencer-marketing firm wrote a report about how the metaverse will affect the creator economy. Here are 5 key takeaways.

A Marvel writer and Web3 consultant shares 3 tips for how brands can approach the metaverse: Focus on stories over selling to turn your customers into fans

Gary Vaynerchuk helped Budweiser launch NFTs that sold out in hours — here's how he says other companies can make money in the NFT space

Meta might let companies sponsor the appearance of objects in the metaverse, patent filing suggests

WATCH: Why the metaverse Is a "Golden Era" for brands, according to marketers

ViacomCBS futurist reveals how NFTs and interactive entertainment are evolving at the company that created MTV, 'an original metaverse'

WATCH: Marketing leaders from Playboy, Anheuser-Busch, and Marriott share strategies to win in the metaverse

3 NFT insiders predict how Hollywood can maximize the tech in 2022 — from character and IP development to subscription marketing

Crypto companies are starting a marketing blitz in a race to win over mainstream consumers

Metaverse experts, hiring

Marketers and their ad agencies are rushing to capitalize on the metaverse with new hires and divisions.

They include Vayner Media, with its new VaynerNFT unit; and S4 Capital's digital creative and production agency Media.Monks, which is leaning heavily into the metaverse concept.

Read more: Marketers from Crypto.com, FTX, ByBit, and Alchemy share 3 top tips for landing a marketing job in Web3 and crypto

12 marketers and dealmakers leading the crypto industry's multibillion-dollar spending spree on sports

9 NFT companies working with Hollywood studios and creators to drive the future of the blockchain-based tech in entertainment

24 agency executives leading advertisers' charge into the metaverse and Web3

Marketers like Pepsi and Crocs are battling for top gaming talent as they rush to capitalize on the metaverse

Top advertising executives in gaming and esports

Meet the 21 under-the-radar leaders building the metaverse at Apple, Facebook, Google, Niantic, Roblox, Snap, Unity, and more

13 top execs leading Sir Martin Sorrell's S4 Capital as it builds a digital challenger to advertising giant WPP

12 advertising upstarts to watch in 2022 as the shift to digital threatens established agencies

Roblox pays up to $430,000 in base salary for top talent and is hiring for hundreds of metaverse roles. Here's how to land one, according to its CTO.

Metaverse deals

Companies are raising millions on the promise of helping build the metaverse, while crypto companies could buy ad agencies to build awareness for themselves, now that Facebook and other platforms have relaxed limits on crypto advertising.

Read more: See the pitch deck Web3 gaming studio Red Door Digital used to raise $5 million in seed funding

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.

See the pitch deck an AR startup used to raise $13 million in seed funding to bring the metaverse to life

11 advertising companies that are top M&A targets in 2022 as marketers pour money into TikTok and the metaverse

See the pitch deck create-to-earn metaverse startup Chillchat used to raise $1.9 million in seed funding