The emerging media channels that today’s youth gravitate to often lack the measurement and attribution infrastructure that performance-obsessed marketers rely on.

So while brands want to be active in video games, influencer-driven streaming video platforms like Twitch, and metaverse-like online games like Roblox, it can be difficult for marketers to measure ROI in these spaces. .

However, there is brand recognition value in being a pioneer in experiential media channels, said Raj Pudipeddi, director of products and marketing and general manager of APAC for Align Technology, the parent company of Invisalign.

And for Invisalign, as with other pioneering brands, the opportunity in the new gaming channels and metaverses is more about driving awareness than incremental increase…