With Facebook’s rebrand to Meta and focus on the Metaverse, there are huge implications for advertising. Zuckerberg’s version of the Metaverse may initially look similar to Out Of Home (OOH) advertising in a virtual space however the real opportunity is how the Metaverse will be accessed through Extended Reality (XR) which encompasses Virtual Reality (VR) and Augmented Reality (AR) technology.
XR technology makes people feel immersed with digital products and creative ideas feel present in the real world. Ads are no longer 2D screen–based experiences but rich immersive encounters that exist in the consumer’s memory as a lived experience. No longer will ads just be a message or feeling; they’re a location a consumer visits, the way social interactions are facilitated and an opportunity to co-create with the brand and others.
This means the questions which brands need to ask – when planning Metaverse advertising – are far less about propositions to be recalled or feelings imparted, but more about the experiences brands would like their consumers to live through. They need to consider the places, encounters and even body movements which enhance brand equity or create unique brand assets. Brands will also need to consider how, via digital augmentation of the real world, creative executions can amplify in-store consumer touchpoints to engage and connect at the point of economic decisions.
Advertising in the Metaverse is most successful when it creates lived experiences that connect with real human desires. Hence new metrics and new understanding of what makes a successful XR experience also needs to be defined. But it is certainly clear that the opportunities for creative expression just got a lot greater.
The full article is published exclusively on WARC however get in touch if you’d like to learn more.
Recent Comments