Advertising in the Metaverse

Date 4/10/2022
Category Digital Marketing
For many years, advertising has been responsible for delivering a message to a potential consumer with the aim of achieving a conversion in the short or long term, depending on the strategy. The creation of new interaction environments offers new ways of communicating with users that require us to know the rules of the game and the methods to make our voice heard.

New forms of advertising in the Metaverse

Just as on a website we have different ways of reaching the consumer, PPC, SEO, programmatic... in the metaverse we distinguish up to six ways of reaching our virtual customer. These ways are the following:

  • Sponsored worlds and experiences.
  • Demo of the physical product
  • Limited Drops
  • NFTs: ownership and rewards
  • AR: Expanded Marketing
  • In-PLACE Advertising

Sponsored worlds and experiences
We are used to seeing concerts, games and events sponsored by a brand. Digital content is increasingly becoming a space to impact its viewers and a new form of advertising to reach potential consumers.

Creating a one-off experience in an existing world or creating your own universe can be a long-term strategy for your brand that can bear its first fruits in the short term.

Physical product demos
Being able to try our clothes on an avatar, combine garments, see what a hair dryer looks like or interact with any interface. We can go from a more commercial and simplistic point of view to the more scientific world, recreating deformations, resistances and other product simulations. The approach and aesthetics will be influenced by the variables we usually work with, type of product, b2b or b2c, buyer personas, golden circle, visualization device...

In-PLACE advertising
It is one of the simplest examples, but we will see how it has been turning around to revolutionize one of the most traditional communication channels such as television.

In-PLACE advertising consists of having different "placements" where advertisers can bid to appear in these spaces, depending on the player's interests. The clear example would be in car games the different advertisements that appear on billboards, the cars themselves or the spare parts, workshops and logos that can be modified in the game.
The revolution has come when in live broadcasts of different events, such as soccer matches, we can show a type of advertising depending on the channel that broadcasts it, controlling the demographics that see us, we could fine-tune the shot, but today technology allows us to play with these changes. Will we be able in the future to change the brands of advertisers on the shirts? On the ball?

Limited Drops
Limited editions have always been an attraction for our most loyal followers, having a space where to give them visibility, create an experience, promote visual resources... It opens a very interesting horizon for us. We don't necessarily have to talk about product, we can approach the world of services and training. Different museums already have these experiences, with limited collections that they virtualize not only to make them known but also to preserve their heritage and study their conservation. 

NFTs: ownership and rewards
In this aspect we are no longer talking about temporary exclusivity or capacity, we are facing the digital property of our virtual element. This is achieved thanks to NFTs, thanks to BlockChain technology. Which provides a layer of security to the metaverse that reassures the most cautious, in the same way centralizes the core of the web 3.0.

An NFT is a non-fungible token, which is associated with a blockchain. Basically a digital contract that ensures our ownership, authenticity and traceability of the item.

Being able to reward our users with this innovation allows us to build loyalty, gamify and manage our traffic in an unprecedented way.

AR, expanded marketing
Augmented reality is the clear example of applicability, a technology involved in the revolution with the metaverse, being a purchase accelerator, a WOW in our product and a functional tool. It allows us to add extra, fictitious, layers of reality to the reality we see with a given interface. To give a more functional example, we would be talking about games like Pokémon Go. We could talk about the different success stories that the automotive industry has created by demonstrating how to speed up the purchasing process. To see examples it will be enough to look for any commercial brand of vehicles and a VR or AR technology, about which we want to investigate. The cases are very numerous.

This marketing with expanded reality can be taken to the streets, stay inside stores or dealerships or in a more transversal way, we can incorporate it into the physical product and show it whenever it is present.

The metaverse is growing by leaps and bounds in a parallel reality that is part of our own. Digital marketing strategies should not only consider possible future campaigns in this area, but also launch themselves into an environment in which millions of people are already gathered. Do you want to talk about this reality? Count on us to do it.




Álvaro Serrano