IAB releases guide for brands to start marketing in the metaverse

The Interactive Advertising Bureau (IAB) has released its Metaverse for Brands Guide, designed to help marketers evaluate their options. The report includes key definitions, an overview of current metaverse-like experiences and examples of successful metaverse marketing campaigns.

The IAB’s guide takes a practical approach, helping marketers ask key questions before diving into the metaverse. In particular, the IAB focuses on helping brands pick the right type of metaverse experience for their target audience and helping brands think through long-term strategy questions.