Ta kontakt med oss

SOCIAL

Trumman | 'Metaversen är död; Long Live The Metaverse': Emerging Tech's Table Of Elements

Publicerad

Trumman | 'Metaversen är död; Long Live The Metaverse': Emerging Tech's Table Of Elements

The metaverse got more than its 15 minutes of fame. There was a steady rise of hype in 2021 capped by Facebook’s renaming as Meta. Many marketers had a massive case of Fomo fever and felt pressured to jump in.

2022 was going to be the year of the metaverse. Crypto advertisers were all over the Super Bowl. Mass audiences were supposed to jump in, but as the year progressed, audiences didn’t show up quite as predicted. NFTs, ‘the next big thing’, began to devalue. FTX crashed. The metaverse remained at best a muddled concept.

The metaverse was and is full of promise and possibility. But it’s a work in progress: the promise of ‘interoperable’ 3D worlds that are connected to our real world. The prospects of web3 and decentralization promise to unlock new models and value. But those are forward-looking statements and not a guarantee of future performance.

The metaverse is a paradox. Many of the technologies powering it are quite mature, but the standards and norms of the metaverse are not. It’s like the early days of the internet. Or e-commerce. Or mobile. Or social. We’ve been here before.

Whether you’re a metaverse optimist or pessimist, focus on this cold, hard truth: the technologies powering the metaverse are not going away. They’ll inevitably get better, faster. The hardware will get smaller and cheaper. So don’t buy in to the myth of the demise of the metaverse. Instead, focus on the technologies that enable it.

We created the VMLY&R Metaverse Table of Elements to help organize these enablers. With apologies to any actual scientists, this construct begins to organize those elements into working groups. These are the levers we can use as marketers and experience makers.

Se även  Meta’s Shutting Down its ‘Creator Studio’ Page Management App

1. Enabling technologies

At the bottom of the table are the enabling technologies: the underlying tools that make the metaverse possible. They’re essential to know and understand because they underpin so much.

It’s also important to think about non-technological foundations, like guardrails and governance. What is OK to do as a brand? What rules and best practices do you need to have in place for brand and business safety?

2. Distribution points

The metaverse was always much more than virtual worlds. It’s the integration of our digital and physical spaces, like owned and partner physical and digital locations, or extensions into social platforms or gaming. And yes, virtual worlds.

Where you choose to engage will dramatically affect the amount of control or customization that is possible for your brand and audiences. And how large of an audience you might reach. Choose wisely.

3. Hardware and interface

The next layer is hardware and interface: the doorways into the experience; the devices your audiences need to access. Web, mobile web, mobile apps and webAR are very common. Projection AR and coming AR specs and headsets and VR headsets are scaling.

Be aware of the potential reach or addressable audience of each — VR headset sales exploded in 2021 and were still strong in 2022, but they were still dwarfed by mobile phones.

Se även  Snapchat Announces New Features for Snapchat+, Provides Insights on Snapchat+ Take-Up

4. Identity and control

How does your brand show up and what level of control do you have? Think about your personal gaming experiences: usually, you select an avatar from an existing set of choices. In many virtual worlds, you have more creative license and control over the identity you create and the character you use. That same variability exists for brands.

Marketers must consider what functionality or experiences a brand (and its audiences) can create, and how much you need to conform within a given environment or gameplay/experience structure.

5. Creating and capturing value

Brands must consider what they sell (digital or physical goods) and where they sell it (online or offline). With Web3, they can explore new ways to create value for audiences.

Although cryptocurrencies have plummeted recently, the concept and potential of digital value are still extremely high. Platforms like Fortnite and Roblox have each generated billions of real dollars from virtual goods, mostly decorations for avatars. Some of your audiences think their digital identities are the most authentic version of themselves, and they spend time and money accordingly. Think about what you might sell, and determine how they buy (fiat currency, cryptocurrencies or tokenomics).

6. Community

What communities are you engaging with and activating? Think about the existing communities already connected to the brand and the communities that are active within the new environments you’re entering.

Se även  YouTube lanserar uppdaterad Shorts Analytics, ny jämförande display för nya och återkommande tittare

Especially in emerging worlds, creators and influencers tend to be the same people. These are the circles of community to consider and activate through direct interactions within the game and extended social experiences through streaming and social communities.

Ready or not

Call me an optimist. I believe in the power of technology. And I have zero doubt that tech will only improve. It’s inevitable. We may or may not still be talking about the metaverse when it scales, but it’s coming.

Don’t wonder whether you should enter the metaverse or not. Instead, ask how you might leverage these capability areas and emerging technologies to create something amazing for your brand and audiences. Explore. Experiment. How could you tell stories in more powerful and immersive ways? What can you do to improve the customer experience that may not have been feasible in the past? Today, nearly anything is possible, and it will only get better. There’s never been a more exciting time to create.

The metaverse is dead. Long live the metaverse.

For more hot takes and cold hard looks at the emerging tech landscape, check out The Drum’s deep dive on AI to web3.

Källlänk

Håll ett öga på vad vi gör
Bli först med att få de senaste uppdateringarna och exklusivt innehåll direkt till din e-postinkorg.
Vi lovar att inte spamma dig. Du kan avbryta prenumerationen när som helst.
Ogiltig e-postadress

SOCIAL

Kenya court orders suspension of mass layoff of Facebook moderators

Publicerad

Meta said it intends to appeal the ruling

Meta said it intends to appeal the ruling – Copyright AFP/File Lionel BONAVENTURE

A Kenyan court on Friday ordered the suspension of the mass sacking of scores of content moderators by a subcontractor for Facebook’s parent company Meta and directed the social media giant to provide counselling to the employees. 

A total of 184 moderators employed in Nairobi by Sama, an outsourcing firm for Meta, filed a lawsuit in March, claiming their dismissal was “unlawful”.

In a 142-page ruling, labour court judge Byram Ongaya said Meta and Sama were “restrained from terminating the contracts” pending the determination of the lawsuit challenging the legality of the dismissal.

“An interim order is hereby issued that any contracts that were to lapse before the determination of the petition be extended” until the case is settled, the judge added. 

Meta — which also owns Instagram and WhatsApp — was also ordered to “provide proper medical, psychiatric and psychological care for the petitioners and other Facebook content moderators”.

The company told the court of its intention to appeal the ruling. 

The California-based tech behemoth has held that it has no official presence in the East African country and that the complainants are not employed by Meta. 

It is facing two other legal cases in Kenya.

Se även  Meta’s Shutting Down its ‘Creator Studio’ Page Management App

In 2022, a former South African employee of Sama, Daniel Motaung, filed a complaint in Kenya against Sama and Facebook claiming, among other things, poor working conditions and lack of mental health support.

The labour relations court in Nairobi declared in February it had the jurisdiction to try Motaung’s case. Meta has appealed the decision.

The social media giant is also facing another complaint in Kenya, where a local NGO and two Ethiopian citizens accused Meta of failing to act against online hate speech in Africa.

The complainants alleged this inaction resulted in the murder of a university professor in Ethiopia and called for the creation of a $1.6 billion fund to compensate the victims. 

AFP is involved in a partnership with Meta providing fact-checking services in Asia-Pacific, Europe, the Middle East, Latin America and Africa.

Källlänk

Håll ett öga på vad vi gör
Bli först med att få de senaste uppdateringarna och exklusivt innehåll direkt till din e-postinkorg.
Vi lovar att inte spamma dig. Du kan avbryta prenumerationen när som helst.
Ogiltig e-postadress
Fortsätt läsa

SOCIAL

Företag som använder Twitter-verktyg för att hålla annonser borta från Musks Tweets: NYT

Publicerad

Företag som använder Twitter-verktyg för att hålla annonser borta från Musk's Tweets: NYT

While Elon Musk claims that “almost all advertisers have come back to Twitter,” some still don’t want anything to do with the company’s CEO.

The New York Times, citing four people familiar with Twitter’s advertising situation, reported that certain brands that have returned to advertising on the platform are using Twitter’s adjacency controls to keep their content clear of increasingly troubling content — including Musk’s own tweets.

Jason Kint, chief executive of Digital Content Next, told the Times that Twitter is “unpredictable and chaotic” adding that, “Advertisers want to run in an environment where they are comfortable and can send a signal about their brand.”

Announced in December 2022, just a few months after Musk took control of the company, adjacency controls aimed to enable advertisers to prevent their ads from appearing adjacent to Tweets that use keywords they’d like to avoid.

“Empowering brands to customize their campaigns to prevent their ads from appearing adjacent to unsuitable content is an important step towards increased ad relevance on Twitter,” said an undated December blog post written by Engineering Lead Nina Chen and Head of Brand Safety AJ Brown.

Se även  Mammas öronpropp på restaurang gav hennes söner en mångmiljonkarriär

Both Chen and Brown are no longer with the company. Neither immediately responded to Insider’s request for comment.

Insider previously reported that Brown attempted to counter the growing perception that Twitter wasn’t safe for brands with a later blogginlägg about the company’s partnerships with adtech companies DoubleVerify and IAS, which were meant to help with brand safety. 

One individual at the company who seems unconcerned with brand safety is Musk himself.

He has deployed an array of bizarre tweets, from antisemitic conspiracy theories to anti-transgender content and anti-vaccine misinformation.

Citing a series of Musk tweets about financier George Soros, Ted Deutch, the chief executive of the American Jewish Committee, told the Times that “the lie Jews want to destroy civilization has led to the persecution of Jewish people for centuries.”

He added, “Musk should know better.”

Twitter responded to Insider’s request for comment with a poop emoji. 



Källlänk

Håll ett öga på vad vi gör
Bli först med att få de senaste uppdateringarna och exklusivt innehåll direkt till din e-postinkorg.
Vi lovar att inte spamma dig. Du kan avbryta prenumerationen när som helst.
Ogiltig e-postadress
Fortsätt läsa

SOCIAL

Snapchat når 15 miljoner aktiva användare varje månad i Tyskland

Publicerad

Snapchat ger tips om hur du maximerar din plattformsnärvaro

Snapchat has reported another growth milestone, with the app now reaching 15 million monthly active users in Germany.

The ephemeral messaging app, which reached 750 million total monthly actives in February, continues to steadily expand its global footprint, with EU users now making up around 25% of its total audience. The majority of Snapchatters now actually come from India, which reached 200 million monthly actives last month, while North America makes up around 190 million of its global audience.

Snapchat has been working to build its European audience, with the company also reporting 21 million monthly active users in the UK two weeks back. It’s not expanding in the region as fast as it is in India, which is rapidly rising with the rate of mobile adoption, but Snapchat is still growing, despite being a relatively smaller player in the global social media market.

At one stage, it seemed that Snap would be killed off entirely, after Instagram stole its mojo by copying Stories back in 2016. That led to a significant drop-off in Snap usage, but since then, the app has continued to double-down on its niche of being a more private connective app for friends, which has helped it maintain and maximize its growth momentum.

Se även  Meta tillkännager kommande reels redigeringsverktyg och Indien Showcase Event

And now it’s firming its footing in Europe, while Snap has also shared some trend notes on German app usage.

  • Although we are loved by Generation Z, almost 40% of Snapchatters in Germany are 25 years or older
  • In Germany, Snapchatters open the app an average of 30 times per day – to chat with friends and family, watch highlights of their favorite shows, or share moments from their lives
  • 75% use our augmented reality lenses daily to express themselves creatively, have fun, and even try on and buy clothes.

Most of these are fairly universal Snap trend notes, though it is interesting to note the aging user group, as Snap continues to investigate more ways to maintain relevance as its audience ages up.

That’s a key challenge, because while Snap is a valuable connector for teens, it hasn’t, historically, held the same appeal for older users, who end up focusing more of their time in other apps instead.

If Snap can capitalize on this element, that could be a valuable growth path, as it continues to expand its global network.

Källlänk

Håll ett öga på vad vi gör
Bli först med att få de senaste uppdateringarna och exklusivt innehåll direkt till din e-postinkorg.
Vi lovar att inte spamma dig. Du kan avbryta prenumerationen när som helst.
Ogiltig e-postadress
Fortsätt läsa

Trendigt

sv_SESvenska