In recent years, the world has been watching with admiration the birth and development of metaverses – digital worlds
that promise to revolutionize our understanding of interaction, entertainment and, of course, advertising. But what is a metaverse, really? Is it just a big hype or a fundamentally new New Reality or Fleeting paradigm that will change the landscape of the
advertising industry forever? Let’s find out.
What is the Metaverse and why is it important for advertising?
The metaverse is generally understood as an immersive, interactive, and often decentralized digital environment in which users can interact with each other and with digital objects through their avatars. It is not just a game or a social network, but rather a “second life” in the digital space, where you can communicate, work, learn, have fun, buy and sell goods and services, and, of course, see ads.
The importance of the metaverse for advertising is due to several key factors:
- A new format for audience engagement: The metaverse offers a more engaging and interactive way to
- engage with consumers than traditional advertising channels. Users can not only see ads, but also interact with
- them, test products, participate in events and receive personalized experiences.
- Unlimited creativity: The metaverse has no physical limitations, which opens up endless possibilities for
- creative and innovative advertising. Brands can create unique virtual worlds, organize exciting events, and offer
- users personalized experiences that cannot be replicated in the real world.
- New markets and audiences: The metaverse is attracting more and more users, especially the younger
- generation, who spend a lot of time in digital worlds. This opens up new markets and audiences for brands that are difficult to reach using traditional methods.
- Ability to track user behavior: The metaverse provides brands with valuable data about user behavior, preferences, and interests. This data can be used to optimize advertising campaigns and create more personalized offers.
2. Sponsorship of virtual events and activitiesNew Reality or Fleeting
Brands can sponsor concerts, exhibitions, conferences, and other events held in the metaverse to increase awareness and reach their target audience.
3. Creation of virtual stores and showrooms
Brands can create their own virtual stores where users can try on clothes, test products, and shop without leaving home. This is what immersive shopping looks like at China’s largest online retailer Tmall.
4. Development of virtual goods and avatars
Brands can create virtual goods such as clothing, accessories and home decor that users can buy and use for their avatars. This idea is partly implemented in VKontakte with congo-brazzaville business email list vmoji stickers, which can be personalized by spending “hearts” earned in the Steps app.
5. Interactive advertising and game mechanicsNew Reality or Fleeting
Brands can create interactive advertising campaigns using game mechanics to engage users and offer them an interesting experience. This is what MTS does, having created the MTS VERSE digital space, where the user can spend time playing mini-games, watching movies in the cinemaincreas organic traffic through social mia , participating in concerts of their favorite performers, etc. For every minute spent inside the metaverse, the user receives coins – in-game currency that can be exchanged for MTS goods and services.
6. Partner with virtual influencers
The metaverse includes virtual influencers who have their own audience and can promote brands and products. A good example is Hume, a company that creates its own virtual artists on an NFT platform.
The metaverse is certainly a promising direction for the development of the advertising industry. Despite the fact that the digital space is at an early stage of development b2c fax, the metaverse already has a significant impact on the advertising market, and in the future this influence will only increase.
The metaverse is not just a trend, but rather an evolution of how we interact with the digital world and, therefore, with advertising. Brands that can adapt and experiment with new formats and approaches will gain a competitive advantage and be able to win the hearts of consumers in this new digital reality.