And it’s safe to bet this is not just a passing trend! In fact, according to a Gartner study, 25% of people will spend an hour a day in the metaverse by 2026.
Other figures support the idea that the metaverse will revolutionize the world of Internet:
Beyond the changes that will apply to Internet users’ behaviors, the metaverse should also allow brands to deploy online advertising campaigns in these universes.
What will digital advertising in the metaverse look like? What are the prospects for advertisers in the years to come? Does this represent the future to address your target audience? In the article, our experts analyze this trend for you.
First off, what really is this “metaverse” that everyone talks about?
The metaverse is a 360° graphic universe, which unites the real and virtual worlds, and where users interact with each other and with the environment that surrounds them. These interactions take place on the social, work, leisure level… but also on the economic level - thus creating, in the long run, a space for the advertising industry there.
While Facebook recently announced with great fanfare the development of its own metaverse, this concept already exists in 2022.
Here are the metaverse platforms that already exist today:
These platforms, with their already large audiences, are likely to become a new fertile playground for advertisers in the years to come!
“We don’t know what advertising in the metaverse will really look like, but we can undoubtedly affirm that these universes will become ideal playgrounds for advertisers that want to communicate with their audiences in an innovative way. The keys to success for these advertising formats will be similar to those of in-game advertising: offering immersive experiences that bring real added value to users, without disturbing their experience. At Gamned!, our experts are closely following the development of the metaverse, as it seems so promising for brands!” Nicolas Carbonel, Client Partner - Team Leader at Gamned!
Thinking about launching a programmatic advertising campaign in the metaverse is an innovative idea. But to do so, you need to understand what you can currently do in these graphic universes.
On the users’ side, the metaverse currently allows anybody to embody whoever they want, thanks to an avatar, and to communicate with others. Some metaverses have specificities: some allow you to play and have fun in a collaborative way, others to play sports, others to learn.
So what about the advertiser’s or marketer’s side? What can you do in a metaverse? The answer to this question is still unclear at the moment, but there is a lot of potential in these worlds in terms of advertising campaigns. This situation is similar to the one in 2008, when the social media giant Facebook was launched, where many brands wondered what the point was for them to position themselves there.
What we do know is that currently, the brands that have an interest in investing in the metaverse are those that want to target young demographics, curious about new technologies and experiences. Your brand also needs to position itself as bold and creative.
You can also consider using the metaverse to acquire new customers, or retain existing ones, by offering rewards such as NFTs. These are Non-Fungible Tokens, or unique digital objects, which are currently very popular.
In any case, in the long run, the metaverse trend could well expand to other types of brands, and above all, make it possible to engage in an innovative type of interactive advertising.
Even though advertising in the metaverse isn’t yet fully formalized, events already happened in these universes that show what the future of these platforms may look like.
This is notably the case of…
But in concrete terms, in the years to come, what could an advertising campaign in the metaverse look like?
We imagine that what will most resemble advertising in the metaverse will be the current in-game ads: an advertising format that consists in integrating banner ads in a native way, in spaces that blend into the background and become part of the game.
However, what we already know are the best practices to obtain the best return on investment on these advertising formats to come.
To perform in this kind of environment, you will need to…
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