Why live sports could be the 'killer app' of the metaverse and a new arena for big brands

Major League Baseball views its digital ballpark as an opportunity for both baseball fans and potential advertisers. Last year, MLB sponsors such as Corona and Mastercard had their branding displayed inside the virtual stadium. October 04, 2024 [Why live sports could be the ‘killer app’ of the metaverse and a new arena for big brands]( As major sports brands step up their presences inside virtual worlds, some observers believe that [live sports could help push internet users into the metaverse](. Additional coverage: - This week has had another flurry of AI-related ad news as major players like Pinterest, Microsoft and Google [roll more ways for advertisers to create and buy ads]( across social, search and chatbots. - Amid Nike's reckoning, its new CEO is giving his CMO a chance to [prove the worth of marketing to boardroom doubters](. - [Here's what's in and out]( at Advertising Week 2024. - Over the last three years, [Unilever’s investment in gaming has tripled](, according to data shared by the company. - Wpromote quietly [expanded from its performance roots to what it’s calling “brandformance”]( and expanded its C-suite to include a brand-side exec and a new managing director to help ensure it is firing on full-funnel cylinders. - Our most-read story this week: [TikTok’s Search Ads are live, but advertisers aren’t ready to reallocate those Google dollars]( [Sign up to receive Digiday’s Advertising Week Briefing](, rounding up all the industry buzz, trends, recaps and insights from top sessions from Oct 7-10. Other things to know about - The Digiday Streaming and Video Awards highlight the companies, campaigns and technology reshaping video and streaming. [Explore this year's categories]( and enter by November 15 to secure the best rate. - Common [misconceptions about mobile in-app advertising]( on the open internet may hinder performance, such as solely relying on cohort targeting. Sponsored by Moloco. - By applying a cohesive approach to different video channels, brands are [effectively engaging consumers]( in an ecosystem that continues introducing fresh content across new streaming platforms and devices. Sponsored by Amazon Ads. Top Stories Ivy Liu [Gaming & Esports]( [Why live sports could be the 'killer app' of the metaverse and a new arena for big brands]( Major League Baseball views its digital ballpark as an opportunity for both baseball fans and potential advertisers. Last year, MLB sponsors such as Corona and Mastercard had their branding displayed inside the virtual stadium. howdy! [Generative AI]( [AI Briefing: Pinterest, Microsoft and Google bring new generative ad features for social and search]( This week has had another flurry of AI-related ad news as major players like Pinterest, Microsoft and Google roll more ways for advertisers to create and buy ads across social, search and chatbots. [Sponsored by Marigold]( [Why relationship marketing is key to winning customer loyalty]( Investments in digital channels and sophisticated engagement programs are paying off for retailers and brands like Walmart, CVS and Chewy. Advertisement howdy! [Brands in Culture]( [Nike's move to brand thinking over quick wins shows boardrooms are relearning patience]( Amid the retailer’s reckoning, its new CEO is giving his CMO a chance to prove the worth of marketing to boardroom doubters. [Sponsored by GumGum]( [Reevaluating tech stacks should be strategic, not reactive]( Oracle’s exit from ad tech is an opportunity to gain a competitive edge by assessing new partners that will help marketers find and connect with audiences more efficiently. howdy! [Experimental Channels]( [Advertising Week Briefing: The definitive Digiday guide to what’s in and out at Advertising Week 2024]( Here’s what’s in and out at Advertising Week 2024. Advertisement [Sponsored by TripleLift]( [Why CTV and retail media are stronger together]( By combining first-party retailer data and CTV, advertisers can target better, improve personalization and accurately measure attribution. howdy! [Gaming & Esports]( [Unilever 'triples' its gaming investment: A Q&A with global head of sport and entertainment partnerships Willem Dinger]( Over the last three years, Unilever’s investment in gaming has tripled, according to data shared by the company, although Unilever representatives declined to provide the specific numbers. howdy! [Evolving Agencies]( [Wpromote expands its offerings to full service, dubbing it 'brandformance']( Wpromote quietly expanded from its performance roots to what it’s calling “brandformance” and expanded its c-suite to include a brand-side exec and a new managing director, to help ensure it is firing on full-funnel cylinders. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. 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