The metaverse is arguably the buzzword of 2022. It’s been making waves across the advertising industry for its potential to engage customers in totally new ways. 

But with Meta’s plummeting share price leaving investors sceptical, and one in five UK and US marketers feeling ‘confused’, we ask: will it ever be fully adopted?

Concepts such as avatars, cryptocurrencies, NFTs and Web3 spring to mind, but is the metaverse just immersive tech on steroids? McKinsey says:

“The metaverse is best characterised as an evolution of today’s internet - it is something we are immersed in instead of something we look at. It may realise the promise of vast digital worlds to parallel our physical one.”  

For some, the metaverse presents an opportunity to reach new audiences. For others, it’s a little intimidating. How are we, as an industry, expected to do a complete 360-degree turn into something that’s not fully realised or developed yet?

For others, however, the metaverse is a natural evolution of existing augmented reality capabilities which have...