The Super Impacts of Metaverse on Advertising

The metaverse is coming and we’re all for it.  

If you’re not living under a rock, you’ve probably noticed the term floating around top-tier media outlets like Forbes, SEJ, and InfluencerMarketingHub lately. Almost everyone’s been talking about it but what exactly is the metaverse and more importantly, what does it do for those in marketing and advertising? 

Think about your favorite sci-fi movies, fantasy films, or your favorite cyberpunk music videos. No, not the Marvel multiverse, think more like the movie Ready Player One or Ariana Grande singing in Fortnite, or even Gucci’s own experiential garden experience on Roblox.  

https://www.youtube.com/watch?v=wYeFAlVC8qU&ab_channel=TravisScott

What do these examples have in common?  

Well, to put it simply, it’s an integration of the real world, people, or items that we know and love shared on an immersive, three-dimensional virtual realm.  

How will the metaverse look like? 

1. 3D experiences and assets will replace 2D.  

2. Communicating and socializing with a person virtually on the other side of the world can now be a more immersive experience than ever.  

3. No longer a soupy science fiction term – but an actual, digital reality where our alternate self (present in avatars) can talk, shop, live, buy, play and even work. 

It actually sounds like a joke – the concept of an immersive, future-forward, digital world – but we might be closer to realizing this “successor of the Internet”, coupled with the acceleration of technology and digitalization brought by COVID.  

The effects of this massively popular term in pop culture, movies, or music seem to spill over, even in the most established, tangible brands today. For tech titans like Facebook, Microsoft or Fortnite however, the metaverse is more than just a buzzword. 

Facebook’s CEO Mark Zuckerberg wants to be known for building the metaverse 

Facebook’s recent investment of $50m (£36.3m) in funding non-profit groups to help “build the metaverse responsibly” coupled with the speculations of a possible brand name change has renewed the tech community’s interest in the brand’s involvement with the metaverse.

Not one to shy away from leading the metaconversation, Facebook has heavily invested in virtual reality through its Oculus headsets at a cheaper cost than competitors – but also confronted controversy when they announced they would be rolling out their first in-games ads.  

Not all love is lost, however, as the tech titan promised building the metaverse is a collaborative effort with other brands in the digital sphere. 

How should brands and marketers ready themselves with the imminent metaverse? 

1. Firstly, understand this: the metaverse is the next communications channel to your customers, and the value of millennials and gen Z can either make or break your brand’s success in the virtual realm. 

2. It’s time to get to know all the bits that make your brand, you. Create marketing experiences that tie in with real-world experiences or parallel what your brand already does in real life. The more natural and seamless the virtual experiences are, the more your customers will engage with your 3D brand. 

3. Immersive experiences should guide your every action into the virtual space.  

4. People in Fortnite or Roblox loves to collect things and showcase their interests. Make collectibles accessible for your audiences or even better, have it customized to their avatars! 

5. Remember, ads may annoy the virtual world experience for many users. Chances are, if you continue to spam them with in-game ads, you might not make a good impression on your potential customer base.  

Now, the question is how are you getting ready? Fortunately, we’ve got your back, reach out to us and let us help you solve all your pressing digital needs.