In Mark Zuckerberg’s metaverse, how will advertisements look?
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Inspired by Iceland has released a new video that challenges the idea of living in the “metaverse” as Mark Zuckerberg described it during Facebook’s metabranding on Oct 28, 2021.
Michael Nagle | Bloomberg | Getty Images
Assume you are in the near future. You’re on your daily journey through the metaverse. Colin Kaepernick is there. The avatar isn’t the real Colin Kaepernick. It’s an electronic representation of the ex-NFL star. Nike, Kaepernick’s sponsor, is part of your experience as you interact with him. His presence affirms and tells the story of Nike, regardless if you are a Nike fan.
Advertising has been there for the people who have embraced technology. Advertising was first printed and then billboards. Radio and television followed. The 1950s saw a second wave in advertising, centered around the 30-second spot. This era continued through the advent of the World Wide Web in 1990.
However, in the mid-2010s the TV viewing time dropped from 4.2 to 3.17 hours. projected to continue falling through the decade. Many advertising executives believe that TV less will mean more people moving to the metaverse. This is a virtual virtual realm where everyone interacts with one another using smart glasses or headsets.
The term “metaverse” dates back to Neal Stephenson’s 1992 science-fiction novel “Snow Crash,” in which humans, as avatars, interacted in a three-dimensional virtual space — to escape a dystopian reality. After Facebook changed its name to “Metaverse,” it has been gaining popularity. Meta Platforms, noting its goal isTo bring the metaverse alive and to help people find community, connect and grow their businesses.
Mark Zuckerberg, Meta CEO, described the metaverse to be an “analogue universe”. “embodied Internet”This, in contrast to the Internet, provides a feeling of “being present”
Epic Games is a video game company that develops Fortnite. RobloxYou can find it here planted a flag early in the metaverse trend. Nike — which has several patents related to selling products in the metaverse — recently created Nikeland in conjunction with RobloxEvery company wants to be successful.
“Our attempts to date are just a prologue for a time when the digital and physical worlds will connect even closer. This will allow us to create storytelling that transcends boundaries within our Disney universe.” DisneyBob Chapek is CEO during the third quarter earnings calls.
“The metaverse is the next frontier just like social networking was when we got started,” billionaire businessman Orlando Bravo, co-founder and managing partner of private equity firm Thomas Bravo, recently told CNBC. It’s very investable.
It is now a question that tops the mind: How to monetize users’ attention in metaverse media? Advertisement might have disrupted a user’s media experience. An example of this is a newspaper ad that ran on pages the readers used to read news stories. Radio, a subsequent invention, followed the same format. Audio ads would interrupt programming. TV followed the same pattern later.
An alternative approach to metaverse advertising was proposed by marketing executives.
Advertorial for the new billboard
The executives claimed that the brands would simply erect billboards digitally in the metaverse during the first phase. This advertising template is found in games such as Tiki-Taka Soccer or FIFA Mobile. These billboards promote brands and increase brand awareness.
Jason Velliquette is the executive vice president for digital marketing at R3. The metaverse will have systems to allow assets to be produced and published, according Velliquette. In the same fashion that there are billboards along side roads, or [out of]He said that brands can still buy home signage in Metaverse environments or 3D environments.
It means that it is possible for a financial service company such as Citibank to create a metaverse stand and teach financial education. In a virtual universe, however, the brand may have more success partnering with influencers.
Velliquette said, “Within Twitch you have influencers that have these huge channels. You’ll still be able follow such individuals, attend their shows and speak at their events or to their seminars. He said that brands will be able partner with influencers in order to make an impact on the metaverse.
Placement of product
Brands were forced to try new technologies and apps that allow for virtual fitting for clothes and cosmetics. “Virtual Fashion” was a clear target and an opportunity for experimentation and early development in the metaverse.
Max Pinas is the creative director of Dept, a digital agency worldwide. He stated, “So you will have virtual clothing.”
Gucci has introduced Roblox’s purse last May. actually cost more than the item in real life.
NikeRoblox’s virtual place called Nikeland, which is available on Roblox, was inspired by the company headquarters. Although it will include minigames such as tag or dodgeball, Nike intends to make the world a virtual showroom with product and athlete integration.
A product placement agency was used in the past to place products on TV and movies. It works slightly differently in gaming and metaverse. In gaming, you must work to get goods. For example, in World of Warcraft you have to mine gold for gold. Once you have enough gold, you can purchase something.
The introduction of NFTs — non-fungible tokens — changes this equation. A game avatar can purchase an NFT to allow them to virtually travel around the world with their NFT.
Cross-pollination is a sure way to get into trouble. Last year, Fortnite was one example of this. You could see properties from both Marvel Comics and DC Comics in the same place. Pinas explained that you might be able to see someone dressed as Batman or talking with the Avengers.
A new world for consumers
The technology is constantly evolving as marketers define their branding guidelines. In a matter of minutes, users will be able interact with the brand’s embodiment, such as Kaepernick at Nike.
Tiffany Rolfe (global chief creative officer, R/GA), stated that while the metaverse isn’t yet in existence, it will allow for new customers and environment to be created within entertainment companies like Disney. This, she said, would help them tap existing intellectual property. These new experiences may be very similar to that 30-second commercial. Rolfe explained that it’s possible for the story to unfold over different media, in various realities. Stuff could occur in the real world and connect you with something happening in the virtual.
“This year’s pandemic and the way we interact with digital experiences have really opened our eyes about what is possible. Experiences are going to be a big space where brands will create [events]To bring people in, and to scale the scale,” she said.
Advertising executives believe that successful advertising efforts must take into consideration the fact that the metaverse is an area in which individuals can escape the reality of the real world. Brands shouldn’t make advertising that isn’t true to their brand. The virtual world may look very different from what we are used to seeing.
““The days of calling it in are over. Brands must rethink their approach to audience engagement,” Lewis Smithingham, Media.Monks director of creative solutions, said. In the metaverse, brands must strike the right balance between authenticity and presentity by offering utility and meaning to people using creativity and technological innovation. Brands must provide experiences that people want.
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