In Mark Zuckerberg’s metaverse, how will advertising look?


Imagine yourself traveling through the Metaverse when you meet Colin Kaepernick shortly.

It’s a computerised representation of Colin Kaepernick rather than the real former NFL star. Nike, Kaepernick’s sponsor, becomes a part of the experience when you communicate with him. Whether you’re a Nike fan or not, its presence at least confirms the brand’s identity and history.

Advertising has always struck a world where technology has conquered our eyes and ears. The first wave of advertising was in print media and billboards, but radio and television brought a new iteration of 30-second spots in the 1950s, before the introduction of the World Wide Web in the 1990s.

Mark Zuckerberg

However, in the mid-2010s, average TV viewing time dropped from 4.2 hours to the current 3.17 hours, and this time is projected to continue to decline throughout his decade. It is not clear whether reducing TV viewing time will mean moving to the Metaverse, a conceptual virtual world where people interact with each other via headsets, smart glasses, and virtual reality, but many Advertisers are betting on it.

The term “Metaverse” dates back to Neil Stevenson’s 1992 science fiction novel “Snow Crash”. In this novel, a human interacts as an avatar in his 3D virtual space to escape the dystopian reality. It caught fire this year after Facebook rebranded to Meta Platforms

, and stated that its goal is to “bring the Metaverse to life and help people connect, find communities, and grow their businesses.”

Meta CEO Mark Zuckerberg described the Metaverse as “an embodied internet” that gives it a different “presence” than the internet today.

Video game companies such as Fortnite developer Epic Games and his Roblox

Flag metaverse trends early on. Nike, which holds several patents related to selling products in the Metaverse, recently launched Nikeland in partnership with Roblox, but it seems like everyone is trying to do something.

“Our work thus far is just a prologue to an era where we can further connect the physical and digital worlds, enabling limitless storytelling in Disney’s unique metaverse,” said Disney.

His CEO Bob Chapek to announce third-quarter results.

“Just like social networking was when we started, the Metaverse is the next frontier.

The question is how to monetize the attention of Metaverse users with this new form of media. In the past, ads could disrupt a user’s media experience. For example, newspaper ads were placed on the same page where readers read the news. Subsequent inventions such as the radio followed the same format.

Programming is interrupted by audio commercials. Later televisions followed the same format.

Advertising experts have outlined a different approach to metaverse advertising.

Product placement

With the pandemic forcing more brands to experiment with the latest camera technology and virtual fitting apps for clothing and cosmetics, the target of early development and experimentation in the Metaverse is clearly ‘virtual fashion’.

“If people were walking around as avatars, it’s entirely conceivable that the virtual version would dress up and use brands like Nike, Adidas, Balanchine, Balenciaga, Gucci, and Levi’s, but it doesn’t matter.” It’s a global digital agency.”And you have virtual fashion,” he said.

Last May, Gucci introduced a purse to Roblox that costs more than the actual item he has.

Nike A virtual world called Nikeland within the Roblox platform is modeled after the company’s headquarters. While there are various mini-games for users such as dodgeball and tag, Nike plans to integrate digital showrooms with athletes and products.

Historically, marketers used product placement agencies when placing products in movies and TV shows. Games and the metaverse work a little differently. In general, when you play, you have to work for the goods. For example, in World of Warcraft, you can mine gold and buy something with enough gold.

The introduction of NFTs (Non-Fungible Tokens) changes this equation. Suddenly, a person (represented as an avatar in the game) can buy an NFT and use it to walk virtually through different worlds.

Such cross-pollination inevitably causes problems. For example, last year’s Fortnite allowed you to see items from both Marvel and DC Comics in the same place. “For example, I could see someone dressed as Batman and talking to the Avengers,” Pinas said.