Canada's Momentum Worldwide advising Advertisers

Momentum Worldwide VP business strategy, Canada, Ian Kapasi on what a ‘metaverse identity’ is, advertising in a new space and why 73% of Canadians feel more included in the metaverse than in real life, writes LBB’s Josh Neufeldt.

‘Metaverse’. It’s a word which, as of late, seems to be popping up more and more frequently. But despite its prevalence, the definition of what it is still often seems to be up for debate. According to Lareina Yee of McKinsey and Company, the metaverse is “the next platform on which we can work, live, connect, and collaborate.” Describing it as an “immersive virtual environment that connects different worlds and communities,” it comes as no surprise that brands would want to capitalise on this newfound opportunity. But how?

Enter Momentum Worldwide. As metaverse partners to the American Association of Advertising Agencies (4As), Momentum conducted global research using quantitative and qualitative methods to study 4,500 participants from seven countries (Canada, Japan, MENA, Mexico, Spain, the UK and the US), in order to analyse the human side of consumer activities in the metaverse. 

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