I don’t learn about you, however my strategy to trade occasions has modified dramatically as COVID has receded. I’ve two distinct voices in my head:
- One that’s craving the in-person networking, pleasure and sheer adrenaline of large-scale occasions.
- One other that’s extremely selective about when and the way I journey, making certain my well being is my high precedence.
Chances are you’ll fall on one aspect of this equation, the opposite or land someplace in between, however there isn’t any denying that occasions will proceed to be an essential avenue for advertising professionals.
Having explored occasions that embrace immersive media and applied sciences for entrepreneurs pre-pandemic, I used to be keen to find how the panorama has shifted after the previous couple of years.
Many of the occasions that made the record earlier than COVID are again in full swing as in-person occasions in 2023. Some are opting to incorporate digital passes, hoping to supply a pleasant stay-at-home possibility.
So, with out additional ado, beneath are my high picks for advertising professionals trying to increase their metaverse advertising muscle.
February 1, 2023 / Digital (Watch the recap right here)
The Gatherverse neighborhood is squarely centered on the metaverse and the neighborhood implications these new applied sciences current to enterprise leaders and organizations.
The group leads with wellness, ethics, and security which is a refreshing change from many different tech occasions which are extra centered on ROI and enterprise outcomes. Very very similar to the tenets of my Metaverse Manifesto, there’s a robust concentrate on digital citizenship, inclusion, and accessibility of the metaverse for all.
The group gives a number of digital occasions annually with varied matters starting from girls in tech to athletics within the metaverse. The AI summit supplied helpful data for advertising professionals as all of us are grappling with how advances in AI will influence our function, methods and techniques shifting ahead.
February 27–March 2, 2023 / Barcelona, Spain
The function of 5G throughout the immersive media panorama can’t be overstated. As extra shoppers undertake 5G, the chance to create and share mind-blowing immersive experiences through cell gadgets will increase as properly.
A couple of of the metaverse-themed periods this 12 months embrace:
- NFT’s: The one-hit marvel?
- From Metaverse to Matterverse, The way to Do it Proper.
- Who’re the New Shoppers in Net 3.0.
This should be the most important occasion on this record with over 100,000 attendees this 12 months touring from all around the globe. The convention will home the most recent and best immersive expertise developments from the large gamers with massive budgets.
MWC takes over all the metropolis and housing and transportation turn into a serious problem. Plan to attend in lengthy strains for public transit and taxis so think about strolling as an alternative. Barcelona is among the most walkable and delightful cities I’ve ever visited.
March 10–19, 2023 / Austin, Texas, USA (On-line passes accessible)
Originating as a music competition, SXSW has matured into a large phenomenon attracting roughly 75,000 attendees. The convention now attracts professionals from the movie, music, and interactive industries.
Expertise and model expertise are paired at SXSW, with a complete observe devoted to manufacturers and advertising. The world’s hippest artistic groups descend upon Austin – hoping to maintain it bizarre and stand out in a crowded panorama.
Like Cannes Lions, many professionals head to Austin with out an official SXSW badge as there are tons of of free occasions. You’ll completely must plan, put together and concentrate on the important thing occasions you need to hit earlier than you arrive.
Driving in downtown Austin isn’t really useful and strolling is almost certainly your finest transportation possibility. Keep away from the temptation of carrying your hippest gear, as sticking to comfy footwear and sensible clothes choices is unquestionably the best way to go.
Though the climate in Austin does are typically sunny, it’s not assured and packing all-weather gadgets akin to a rain poncho is really useful.
April 12–16, 2023 / Laval, France
Laval Digital is an trade convention with about 20,000 annual attendees gathering in a small city exterior of Paris.
Highlighting a robust concentrate on trade and enterprise case makes use of for immersive akin to healthcare, structure and development, prior years have included tracks devoted to cross-vertical matters akin to advertising, gross sales, infrastructure, 5G, storytelling, notion, and IoT.
This convention is squarely centered on business-to-business immersive tech so when you’re extra curious about shopper campaigns, this may not be your best option.
Laval is steeped in historical past, being constructed within the eleventh century. There are chateaus, museums, and many native flavors to soak up throughout your keep. It presents a good looking backdrop to the immersive trade networking occurring exterior of occasion periods.
April 15–19, 2023 / Las Vegas, Nevada, USA
NAB is a big present that spans all the digital ecosystem together with promoting, app growth, synthetic intelligence, audio, augmented actuality, broadcast, cable, cloud options, digital video, movie, combined actuality, digital actuality, 5G and extra.
That is an trade occasion that attracts professionals from all disciplines eager to additional their careers, acquire information, expertise cutting-edge coaching, get hands-on with the most recent expertise, and join with trade trailblazers advancing the artwork, science and enterprise of content material.
The present gives a big selection of immersive technical tracks — specializing in content material significantly helpful to broadcasters and media professionals. This 12 months, the present features a visible storytelling observe that may make sure to function modern immersive content material.
The present additionally offers a devoted immersive theater area, permitting exhibitors and audio system to point out off the most recent immersive broadcasting capabilities. Happening in Vegas, you may get seduced by discovering a lodge on the strip, however I like to recommend discovering a lodge off the strip nearer to the conference middle as they are typically cheaper and a pleasant respite from the hubbub of the playing capital of the world.
Could 10–11, 2023 / New York Metropolis, USA
This invite-only, personal community of top-level advertising model leaders homes among the most modern minds within the enterprise. I used to be lucky sufficient to get a particular invite to current at their fall occasion in Santa Clara and I used to be completely impressed.
This group gives one of the crucial essential facets of trade occasions — energy networking. The close-knit group gives a supportive and discrete community of name entrepreneurs who’re overtly discussing right now’s challenges.
There’s a membership payment and vetting course of to hitch the group, however this ensures that there’s an excellent match on either side. The matters and content material provided at their gatherings are certain to hit on present traits for model entrepreneurs together with the whole lot immersive and the metaverse.
The intimacy of those occasions permits for the event of significant trade connections, which can be missing at bigger occasions.
Could 31–June 2, 2023 / Santa Clara, California, USA (On-line passes accessible)
I’ve attended AWE over the past a number of years and have seen this convention mature right into a premier XR occasion. I’m thrilled to have been invited again this 12 months to current a case examine on how Intel’s advertising crew engaged (and delighted!) the developer viewers utilizing augmented actuality.
This 12 months’s three-day occasion options a number of tracks that will probably be of curiosity to entrepreneurs together with retail, ecommerce, promoting, web3, AI and digital beings, gaming, leisure, and media.
Happening within the coronary heart of Silicon Valley, AWE pairs buyers with the most recent XR-focused start-ups. That is the convention to attend when you’re on the lookout for bleeding-edge expertise that would take your campaigns to the subsequent degree.
June 19–23, 2023 / Cannes, France
Cannes Lions explores the worth of creativity in branded communications. The five-day competition and awards present offers the trade with entry to new concepts, shopper analysis and rising applied sciences which can assist make and form common tradition.
Prior years have included tracks that function manufacturers leveraging immersive expertise to interact audiences. In the event you’re trying to community with best-in-class advertising groups and businesses — then that is the convention for you!
Passes run upward of $3,000 for the official convention periods. Nevertheless, each writer conceivable hosts “unofficial” workshops and networking occasions. Convention veterans can return annually with out buying a cross and nonetheless have a full agenda.
Cannes Lions is extra about model constructing and promoting than expertise, so don’t attend hoping to seek out Immersive Advertising and marketing 101 or tactical content material. It’s extra about rubbing shoulders with among the finest advertising groups within the enterprise whereas sipping rosé on the seaside.
I used to be lucky sufficient to current at Cannes pre-pandemic in partnership with Model Innovators and they’re certain to be bringing in some superior audio system utilizing cutting-edge expertise this 12 months as properly.
September 2023 / New York Metropolis, USA
This four-day occasion includes a mix of thought management content material and fascinating particular occasions, with attendees starting from public relations professionals and promoting execs to chief advertising officers and social media advisers. Prior years have had dozens of periods that includes immersive content material and I’m certain this 12 months may have much more.
Happening in bustling New York Metropolis, this convention brings collectively everybody who’s anybody within the media biz. Grappling with declining TV viewership and a proliferation of content material, attendees are afforded a behind-the-curtain peak into the way forward for promoting. Much like Cannes, there are tons of of periods and events on the roster, so doing all your homework earlier than you arrive is crucial.
I additionally host a digital, month-to-month, dwell occasion for entrepreneurs trying to discover immersive areas and I might love so that you can be a part of. We collect through Zoom on the fourth Friday of every month at midday PT, you possibly can be taught extra and discover the hyperlink to hitch right here.
The above is in no way a complete record of all of the conferences masking advertising within the metaverse in 2023, so please be happy to attach with me on LinkedIn and share any nice choices that I’ll have missed.
Get MarTech! Every day. Free. In your inbox.
Opinions expressed on this article are these of the visitor creator and never essentially MarTech. Workers authors are listed right here.