Facebook’s rebrand to Meta and its announcement about investing to build the metaverse has got people speculating about what the future will look like; however, the way in which peoples’ minds respond to AR (augmented reality) and VR (virtual reality) won’t change significantly – and this is where advertisers might usefully focus their attention now.

Why it matters

The metaverse may well be one of those paradigm shifts, like social media, where, in a few years’ time, we struggle to remember life without it. But beware of using technology for technology’s sake. Tech advances are often generated by very clever...