Back in June I wrote about Brandformance—the not-so-ugly lovechild of brand and performance marketing. That piece argued for integration: emotional resonance plus measurable impact. But integration is only half the battle. The other half is recognizing that one of the most celebrated metrics in performance land—ROAS—might be the least interesting number you track.

I’ve sat in too many meetings where ROAS was toasted like gospel, champagne corks flying because a campaign “paid for itself” in six weeks while brand awareness, trust and repeat purchase scores quietly slid into oblivion. Despite the ubiquity of promotion and discounting that props up most performance marketing, I’ve never wavered on one principle: discounts erode brands. It’s a race to the bottom. Depending on your brand, sector and market, that race may be a marathon or a sprint.  But you are definitely headed to the same finish line.

In the old bricks-and-mortar world, “location, location, location” could save you. You could sell the same thing as the shop five blocks away, but if you were closer to a bus stop or sitting on the corner where the crowd passed, you won—sometimes even charging a bit more. In the online world there is no corner. If you’re a retailer without a unique proposition, you’re competing with everyone in your market. Price comparisons are instantaneous. You end up spending more to chase fewer sales. And soon, when AI shopping agents go mainstream, performance ads will matter even less. Those agents will leapfrog your offers and simply hunt down the cheapest, fastest, most trustworthy option. And trust in that scenario comes from brand equity. Legacy brands will have the edge—and they’re already exploiting it.

Why ROAS Is Seductive—and Misleading

On the surface, ROAS looks like the neatest metric ever invented. Spend a dollar, make five back—what could be clearer? It explains why marketers over-index on it and why finance teams love it. But ROAS measures only efficiency at a point in time; it ignores momentum.

Samsung Electronics, a company we worked with for over 20 years, proves the danger of myopia. In Interbrand’s 2024 Best Global Brands ranking Samsung’s brand value hit US $100.8 billion, up 10% year on year. That growth didn’t come from performance coupons—it came from positioning itself as a leader in AI and connected experiences which build trust and long-term preference. A short-term ROAS chart could never explain that kind of billion-dollar lift.

The Trace “72% Growth Advantage” study backs this up: brands that balance long-term building with short-term performance saw about 72% growth in brand value over five years while brands chasing only efficiency eked out 20%. It’s the difference between compounding returns and eking out margin.

The Real Risks of Chasing ROAS Alone

Marketers addicted to ROAS often find themselves discounting into oblivion. Coca-Cola is a case study in avoiding that trap. In Interbrand’s 2024 report Coca-Cola still sat in the Top 10 with a brand value of US $61.2 billion. Its secret isn’t efficiency metrics—it’s cultural saturation and trust which allow it to maintain pricing power while competitors rely on coupons.

There’s also the false comfort of attribution. Just because a conversion shows up after an ad impression doesn’t mean the ad caused it. Interbrand estimates that Best Global Brands have collectively left US $3.5 trillion in potential value unrealized by leaning too hard on short-term tactics. In just the past year alone that figure was US $200 billion. That’s what misplaced attribution bias costs.

And then there’s diminishing returns. Retarget audiences until their eyes glaze over and you’ll get declining ROAS and rising irritation. Ferrari illustrates the opposite path. In 2024 its brand value grew 21%—the steepest gain among global brands. That wasn’t the result of squeezing more retargeting out of lookalike audiences; it was Ferrari expanding its brand arena into fashion, lifestyle and experiences, deepening emotional equity so customers lean in willingly.

What Matters More Than ROAS

If ROAS is the sugar rush, brand equity is the long-term nutrition. Consider e.l.f. Beauty. From 2020 to 2024 its unaided awareness in the U.S. climbed from 13% to 3%, a twenty-point leap that translated into market share gains and revenue growth. They didn’t get there by hacking last-click ROAS—they invested roughly 22–24% of sales back into marketing and storytelling that people remembered.

Toyota is another example. In 2024 its brand value reached US $72.8 billion, up 13% year on year. Not bad for a 90-year-old automaker. Toyota’s consistency in quality and innovation means customers trust it which keeps margins healthy even when the competition discounts heavily. That resilience isn’t captured in a ROAS dashboard—it lives in brand perception.

And trust itself is quantifiable. Edelman’s Trust Barometer shows 81% of consumers say they must trust a brand to buy from it. That’s not a metric you’ll see in a performance report but it’s one of the most predictive numbers in marketing.

Winning the Budget Battle in the C-Suite

Of course, the pushback is always: “We need sales now.” But the right counter is: “We’ll need them later too—and at a lower cost per acquisition.” The Trace report is a powerful slide in that debate. A balanced 60/40 split between brand and performance doesn’t just protect long-term equity—it delivers higher total growth.

Legacy brands can point to compounding effects. Microsoft and Google each posted double-digit brand value growth in Interbrand’s 2024 table (+11% and +12% respectively) despite already being giants. That’s what happens when brand strength amplifies performance instead of leaving it to do all the work alone.

Challenger brands can point to cases like e.l.f., where spending aggressively on brand drove measurable equity gains and repeat purchase. The lesson is the same: ROAS can’t be your north star. At best it’s a mile marker.

So, What Should You Do?

Audit what you’re measuring. If your reports begin and end with ROAS you’re starving yourself of context. Add unaided awareness, repeat purchase, retention and trust.

Rebalance budgets. Not everyone will shift to 60/40 overnight but even moving 10 points away from performance-only will give you more compounding returns.

And tell better stories. Ferrari isn’t just selling cars; Samsung isn’t just selling screens. They’re embedding themselves in culture, technology and aspiration. That’s why they can grow brand value at double-digit rates while competitors chase click-through rates.

The Final Word

ROAS is too neat to ignore but too narrow to revere. AI shopping agents will soon strip the emotion out of buying decisions and prioritize trust, convenience and price the only brands that thrive will be the ones people already believe in.

The brands that survive aren’t the ones with the cheapest clicks—they’re the ones people would miss if the clicks disappeared.

Sources: Trace Brand Building, Interbrand Best Global Brands 2024б, Samsung Electronics press release, e.l.f. Beauty (WARC), Edelman Trust Barometer, Ferrari Interbrand 2024 report, Toyota Interbrand 2024 report

As I navigate the current buzz around AI, it’s hard to ignore how much attention has shifted away from the last big buzzy thing…the Metaverse. In addition to AI hogging the spotlight, some high-profile brands have pulled out or paired back their spending and marketing efforts in this area due to various challenges and uncertainties.

For example, early Metaverse proponents, Disney and Warner Bros., quickly scaled back their initiatives due to high costs and uncertain returns. These companies initially found it difficult to justify the investment needed to create and maintain engaging Metaverse experiences amidst competing priorities and economic pressures. However, recent developments indicate that both companies are making a return to this digital frontier with renewed strategies. Currently, Disney’s re-entry into the Metaverse remains subtle, focusing on enhancing their existing digital ecosystems rather than launching new Metaverse-specific projects. Warner Bros. Discovery, on the other hand, has made a notable comeback into the Metaverse. In partnership with Futureverse and “Ready Player One” author Ernest Cline, they are developing “The Readyverse,” an ambitious interactive platform inspired by the iconic novel and film.

And even Facebook, which rebranded as Meta specifically to reflect the company’s shift in focus from being primarily a social media platform to becoming a key player in building the Metaverse—a shared virtual environment that founder, Mark Zuckerberg, saw at the time as the next major phase of the internet—has faced criticism for its significant investments in the space, which led to layoffs and restructuring within the company. The skepticism around the profitability and sustainability of such investments has caused some investors and stakeholders to question the long-term viability of the Metaverse. This perception persists even as META is cautiously re-engaging with the Metaverse, focusing on integrating AI and improving user experience. Not surprisingly, Meta’s strategic shift involves leveraging AI to enhance their Metaverse platforms. Despite previous setbacks, Meta’s renewed focus on combining AI with their Metaverse ambitions suggests they are not abandoning the space but are instead recalibrating their approach to ensure sustainable growth and user engagement.

So, while it may seem like everyone has moved on, the reality is quite different. Despite the initial stops and starts, the Metaverse is not only still a thing—it’s growing rapidly.

What is the Metaverse? A Quick Refresher
Since we’ve all been spending the past year wrapping our brains around the awesomeness of AI, we can be forgiven for not being fluent in all things Metaverse.

Here’s, what you need to know: The Metaverse is a collective virtual shared space, emerging from the convergence of virtually enhanced physical reality and a persistent virtual environment. Put simply, it’s an amalgamation of all virtual worlds, augmented reality (AR), virtual reality (VR), and the Internet. Think of it as a 3D iteration of the internet, where users can interact in real-time within immersive digital environments.

Let’s break it down:
• Virtual Reality (VR): VR creates fully immersive digital experiences where users can explore and interact with 3D worlds through headsets and other sensory devices. It provides a sense of presence and physicality in a virtual environment.
• Augmented Reality (AR): AR overlays digital content onto the real world, enhancing physical surroundings with digital information and interactivity through devices like smartphones and AR glasses.
• Mixed Reality (MR): MR combines elements of both VR and AR, allowing real and virtual elements to interact in real-time. This creates a seamless blend of physical and digital experiences.
• Extended Reality (XR): XR is an umbrella term that encompasses VR, AR, and MR, representing the entire spectrum of immersive technologies.
• Blockchain and NFTs: Blockchain technology ensures secure and transparent transactions within the Metaverse, while Non-Fungible Tokens (NFTs) enable the creation, ownership, and trade of unique digital assets, such as virtual real estate, art, and collectibles.

The Metaverse has several key characteristics, including:
• Persistent: The Metaverse exists continuously, regardless of whether individuals are logged in. It evolves and changes over time, mirroring aspects of the real world.
• Synchronous: It operates in real-time, allowing users to interact simultaneously within the same digital space, creating shared experiences.
• Interoperable: The Metaverse supports seamless interaction and integration between different virtual environments and platforms. This interoperability is crucial for creating a unified virtual world.
• User-Generated Content: A significant portion of the Metaverse is built and shaped by its users. From virtual spaces and items to entire worlds, user-generated content drives creativity and personalization, making the Metaverse a dynamic and evolving space.

Understanding these fundamental aspects of the Metaverse highlights its potential to transform how we interact, work and play in the digital age.

Growth and Importance of the Metaverse
The Metaverse is experiencing rapid growth, with market size projections reflecting its expanding influence and adoption across various industries. By 2024, the Metaverse market is expected to reach $130.5 billion. This upward trajectory is anticipated to continue, with projections indicating the market could grow to $669.96 billion by 2029. Looking further ahead, the potential value of the Metaverse is staggering, with estimates suggesting it could be worth between $936.57 billion and $5 trillion by 2030. These figures underscore the significant economic opportunities the Metaverse presents for businesses and investors.

The Metaverse is not just growing in economic terms but also in user engagement. By 2026, it is expected that 25% of the global population will spend at least one hour per day in the Metaverse. This level of engagement highlights the Metaverse’s potential to become an integral part of daily life, providing platforms for social interaction, entertainment, work and education. The increasing time spent in these virtual environments opens up new avenues for brands to connect with consumers in innovative and immersive ways.

These projections and engagement levels emphasize the Metaverse’s importance as a transformative digital space, poised to reshape how we interact, conduct business and experience the world.

Brands Exploiting the Metaverse for Marketing
As the Metaverse continues to evolve, brands are finding innovative ways to leverage this immersive digital landscape to engage consumers. Several global brands have successfully utilized the Metaverse for marketing, providing valuable lessons on how to navigate and maximize this emerging platform. Here are some notable examples:

Coach: Spring Collection in Roblox and Zepeto
Coach launched its Spring 2024 collection through a partnership with Roblox and Zepeto. This initiative featured themed digital wearables in Roblox’s Fashion Klosette and Fashion Famous 2 runway games, as well as on the social avatar app Zepeto. The campaign, part of Coach’s “Find Your Courage” initiative, follows the virtual character Imma on her journey of self-discovery. Brands can learn from Coach’s approach by integrating virtual wearables with real-world products, enhancing brand visibility and engagement among younger audiences.

Gucci: Expanding Virtual Fashion in The Sandbox
Gucci expanded its presence in the Metaverse by creating new virtual fashion experiences in The Sandbox. This initiative allows users to explore themed virtual spaces and purchase exclusive digital items, maintaining Gucci’s status as a luxury brand while engaging a younger, tech-savvy audience. Brands can learn from Gucci by establishing a continuous virtual presence to keep users engaged and excited about their products.

Nike: Air Max Day in the Metaverse
Nike celebrated Air Max Day \ by hosting virtual events in the Metaverse. The brand created a digital replica of its flagship store where users could explore the latest Air Max collection, participate in virtual try-ons, and purchase limited-edition virtual sneakers. This initiative demonstrates how brands can use virtual events to create buzz around product launches and offer unique, immersive shopping experiences.

Hyundai: Hyundai Mobility Adventure on Roblox
Hyundai expanded its “Hyundai Mobility Adventure” on Roblox by offering users new virtual experiences related to mobility solutions. The platform allows users to explore Hyundai’s latest innovations and participate in interactive missions. Brands can learn from Hyundai by creating engaging educational content that showcases their technological advancements and connects with younger audiences.

Coca-Cola: Digital Clothes and Mini-Fridges in Fortnite
Coca-Cola partnered with Epic Games to introduce digital clothes and mini-fridges in Fortnite, engaging more than 11 million players. This collaboration demonstrates the potential for brands to merge real-world products with virtual interactions, significantly enhancing brand presence and consumer engagement in digital spaces.

Ralph Lauren: Virtual Store on Zepeto
Ralph Lauren launched a virtual store on Zepeto, offering digital fashion items that users can purchase and wear on their avatars. This initiative included a virtual fashion show and exclusive items available only in the virtual store. Brands can leverage virtual stores to create new revenue streams and provide consumers with unique shopping experiences that blend the physical and digital worlds.

These examples illustrate how brands are leveraging the Metaverse to create engaging, interactive, and immersive experiences. By adopting similar strategies, brands can enhance their digital presence, connect with new audiences, and drive growth in the evolving digital landscape.

AI Is Accelerating the Growth of the Metaverse

The Metaverse’s rapid evolution owes much to the transformative power of AI, which enhances every aspect of this digital frontier. AI-driven tools have revolutionized content creation, allowing creators to conjure intricate virtual environments with unprecedented speed and detail. This efficiency enables brands to craft unique virtual spaces that resonate deeply with users.

In the Metaverse, AI-powered virtual assistants and NPCs offer real-time support and personalized interactions, making these digital experiences feel remarkably lifelike. The ability of AI to tailor virtual environments to individual preferences means users encounter personalized content and experiences that keep them engaged and coming back for more.

Advanced AI analytics provide brands with invaluable insights into user behavior, allowing them to fine-tune their strategies and maximize engagement. Security and content moderation, critical for maintaining a safe virtual space, are bolstered by AI’s capability to detect and remove harmful material swiftly.

AI also breaks down language barriers through real-time translation, fostering a more inclusive Metaverse where users from around the globe can interact seamlessly. Accessibility features powered by AI ensure that everyone, regardless of their abilities, can enjoy the Metaverse.

Moreover, AI supports creativity and innovation by providing tools that help users realize their visions, regardless of their technical skill level. This democratization of content creation invites a broader range of contributions, enriching the Metaverse’s tapestry of experiences.

As AI technology continues to advance, it will further blur the lines between the digital and physical worlds, offering brands and users alike a dynamic and immersive future in the Metaverse.

The Future of the Metaverse
The future of the Metaverse is brimming with potential, especially for marketers who can harness its capabilities to drive brand growth and innovation. Several key trends are shaping this exciting digital frontier.

Investment in Metaverse technologies is surging, with nearly $20 billion expected to be poured into AR/VR gaming technology by the end of 2024. This influx of capital underscores the burgeoning interest and confidence in the Metaverse’s potential. The Metaverse gaming market alone is projected to grow at an impressive annual rate of 38% through 2027. For marketers, this means a rapidly expanding playground where innovative and immersive brand experiences can captivate vast audiences.

The increasing adoption of extended reality (XR) technologies is transforming how we educate, work, and socialize. As these technologies become more integrated into daily life, they offer marketers new avenues to reach and engage with their audiences. Imagine virtual classrooms sponsored by brands, virtual workplaces adorned with corporate logos, and social spaces that seamlessly blend real-world and digital interactions. The integration of XR technologies presents an unparalleled opportunity for brands to become ingrained in the everyday experiences of consumers.

The Metaverse is also opening up significant economic opportunities. Job creation in virtual environments is on the rise, with roles ranging from virtual real estate agents to digital fashion designers. New business models are emerging, such as virtual real estate, where brands can purchase, develop, and monetize digital land, and digital-twin stores that replicate physical retail spaces in the virtual world. These innovations provide marketers with novel ways to generate revenue, enhance brand presence, and create engaging consumer experiences.

As we look ahead, the Metaverse continues to unfold its vast potential, driven by the rapid advancements in AI and significant investments shaping its future. For marketers, this digital frontier is not just a new channel but a transformative space where immersive experiences and innovative business models can redefine brand engagement.

While the spotlight might be on AI right now, the Metaverse is quietly and steadily growing. Its integration with cutting-edge technologies and the potential for vast economic and social impacts make it a crucial aspect of our digital future. The Metaverse isn’t just still a thing—it’s poised to transform the way we interact with the world around us, offering unparalleled opportunities for brands to innovate and grow.

Sources:
• Influencer Marketing Hub Sprout Social
• Meta Marketing Agency
• Adcore Blog
• Backstage