Digiday+ Research: Agencies execs see more long-term value in the metaverse than blockchain
This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
Even as the hype around blockchain and the NFT marketplace climbs to a fevered pitch, some in the media and marketing space aren’t quite as bowled over — agency execs in particular. Rather, agencies appear more drawn to the appeal of another hyped arena of the near future: the metaverse.
Of the 94 agency respondents surveyed by Digiday in February, the number that pointed to the metaverse as the most transformative technology on their business over the next five years was six times higher than those that expect the blockchain to be the most important emerging technology for the near-term future.
It’s worth noting that, of all the choices among transformative technologies (which includes virtual reality, NFTs and cryptocurrency) that are or will be available to agencies, the second largest response was “none of the above.”
More in Marketing
At the Las Vegas Grand Prix, Mastercard joins a pack of consumer brands flocking to Formula One
For marketers looking to align their brands with F1’s expanded appeal to audiences, the Las Vegas Grand Prix is providing a slip road into the sport.
Why PepsiCo and EA are expanding their partnership into mobile: A Q&A with PepsiCo vp of global sports and entertainment partnerships Adam Warner
The planned, multi-year nature of PepsiCo’s integration into “EA Sports FC” reflects that both PepsiCo and Electronic Arts are playing the long game as they look to step up the presence of ads inside and beyond EA’s portfolio of sports titles.
Key takeaways from Digiday’s 2024 Gaming Advertising Forum
Now that gaming has gone from a buzzword to a regular presence in brands’ media mix, marketers are more closely scrutinizing the value and ROI of their investments in this channel — and the platforms are rising to the challenge. Here are some of the biggest takeaways from this week’s Gaming Advertising Forum.