Advertising , which permeates our real physical world, is one of the engines of the global economic model. It would be surprising if she didn’t infiltrate the metaverse . However, the way advertising exists and develops in the metaverse has its own characteristics. In this and subsequent articles, we will cover this in more detail.
To understand this topic, it is worth looking at the advertising formats that we can find in the metaverses.
Billboards
And we will start with the most familiar advertising format – billboards.
Billboards are ubiquitous in the metaverse. There are no fundamental changes in this format, and billboards here do not differ from those that we see on the streets of our cities. Except that in the metaverse they are brighter and larger, since they are practically not bound by the limitations that are present in the physical world .
In addition, billboards are interactive and can quickly take the viewer to the advertised product or event. In the Decentraland metaverse, you can be transported to an advertiser’s website simply by clicking on a billboard.
Events
We all love to attend various entertainment and educational events, meetings, events and concerts. All this is present in the metaverse. These events are advertised in the same way in every possible way both in the real world and in the virtual one.
An interesting aspect of holding events in the metaverse is the fact that the number of participants does not depend on the capacity of the physical space, but on the number of servers that are available to users and the organizer in a particular metaverse.
Brands
Brands have been actively promoting themselves in the metaverse for a long time. These players were among the first to see new opportunities for themselves . Wardrobe-related brands such as Adidas, Balenciaga, Nike, Gucci are releasing their own NFTs in the form of virtual avatar wearables . Fashion exists in the metaverse just like it does in our ordinary physical world and needs to be advertised. Below is a collection of skins for the game Fortnite by Balenciaga.
Technology companies are also present in the metaverse and advertise their products to its users. On the other hand, they draw the attention of an outsider to the concept of the metaverse, thereby participating in mass adoption. Below is a Vodafone online store in the Decentraland metaverse.
PR construction
An interesting phenomenon of metaspace is the development of plots of land in the metaverses by those same brands and companies. Despite the external similarity of the process, as a result of which we see a building with galleries, exhibitions, conference rooms, the purpose of such construction is different from the purpose of building these objects in the real world. Large companies build offices and representative offices in order to gain a foothold in a certain local market and get new users for their services. In the metaverse, such construction is more like individual events and PR campaigns. For example, Samsung has its own land in the Decentraland metaverse, on which several thematic objects have been built.
Since the metaverse is in a continuous process of active development, this is also reflected in the development of marketing, both in the metaverses themselves and in the ordinary physical world.
