Metaverse Advertising Models and Opportunities

With the popularity of the Metaverse and the increase in scenarios, new business models will continue to emerge.

Meta has stated in its Metaverse plan that advertising will be one of the important sources of revenue for the Metaverse in the future. Obviously, where there is traffic, there will naturally be ads. And the more traffic, the more valuable its advertisements will be. We can also set up billboards and advertise in the Metaverse just like the real world. Today there is a company dedicated to advertising in the Metaverse, Metaverse Billboards.

According to the introduction on the official website, Metaverse Billboards already owns 140 lands on the Cryptovoxel platform, with a total of more than 250 billboards for customers to choose from. It was introduced in the Q&A on the official website that the advertising price for a week is 1 Ethereum ($2,543, about 16,000 yuan). Customers only need to submit a JPG photo to purchase advertising services.

In addition to billboards, Metaverse Billboards has also set up an NFT exhibition venue where users can display their NFTs or buy tickets to enjoy NFTs.

Metaverse Billboards Official Website

Metaverse Advertising Models and Opportunities

Metaverse ads, the possible golden hen of the future Meta

Meta is one of the most active companies in the Metaverse, and Meta obviously sees the potential of Metaverse advertising. Zuckerberg revealed some plans for Meta’s investment in the Metaverse at the second-quarter 2021 earnings conference. Meta will sell hardware, but that’s not where the real money will be made. Zuckerberg said on the earnings call that Meta’s goal is to sell its devices as cheaply as possible and focus on making money from commerce and advertising in the Metaverse itself.

Zuckerberg said: “Our business model is not going to revolve primarily around trying to sell equipment at a premium price or anything like that, because our mission is to serve as many people as possible. So we want to make everything we do as possible as possible. Affordable so that as many people as possible can participate in it and then scale the digital economy in it.”

Meta will make every effort to improve the technology and enhance the user experience. Zuckerberg said that people’s willingness to join the Metaverse will only increase if the hardware can provide users with a sense of real presence in the digital world. Advertising will still play a role, but Meta will also focus on the sale of virtual goods. Zuckerberg said advertising in the Metaverse would be an “important part” of Meta’s strategy to monetize the Metaverse, but he was more bullish on commerce in the digital world.

Many people consider some of today’s video games like Minecraft, Roblox and Fortnite to be early versions of the Metaverse. Those free-to-play games make money by selling virtual goods to players. Zuckerberg hinted on the earnings call that Meta would replicate this strategy, making money in its own Metaverse, taking a cut of every trade.

Zuckerberg believes that digital goods and creators will be a huge source of profit. The Metaverse will have experiences that the real world cannot. By having unique virtual avatars, digital clothing, and digital goods, people experience experiences that cannot be experienced in the real world, such as dressing up as Superman and enjoying the feeling of soaring in the air.

Some Predictions for the Metaverse Advertising Industry

For consumers, Metaverse advertising will bring more immersive and extreme interaction, providing an immersive and enhanced high-quality experience without leaving home; for advertisers, Metaverse advertising is The master of digital technology will have a subversive promotion of the advertising operation process, such as customer management, user insight, creative planning, advertising, effect evaluation and so on. For the advertising industry, Metaverse Advertising will promote technological innovation in the advertising industry, become a new scenario for advertising marketing activities, and provide the industry with a broader space for value increment. In the future, in addition to real-world advertising, the virtual world may also become the next place in the advertising industry that needs to be deployed.

So what will the Metaverse advertising look like? First, the Metaverse will make advertising more diverse. With the help of various interactive technologies, various scenes in the virtual world will be greatly enhanced, expanding more ultra-realistic life landscapes from the real world, and at the same time breaking through the limitations of time, space, quantity and quality of real advertising media. Perhaps every brick, every street sign, and every device in the Metaverse can become a “container” for advertising.

Secondly, the communication efficiency of advertising is improved. At present, the advertising information we receive is one-sided, and we can see it but not touch it. You can only “fantasy” or get relevant information based on the information given by the advertiser. When wearable devices and other interactive technologies become more and more developed, people can use this technology to achieve a deep interaction between the body’s full senses and the cognitive environment, thereby improving the efficiency of business communication. In addition, with the popularization of virtual meetings, different spaces can be seamlessly connected. Compared with online meetings, advertising account managers are no longer limited by voice and image information, and can actually capture customers’ micro-expressions, body language and other signals, and improve advertising The efficiency of business communication, the ability to convey more accurate information to customers, etc.

Then again, advertising is no longer a one-sided interaction, but a way of contact that both parties (customers and sellers) can interact with. At present, we can only accept advertisements unilaterally, but in the future, with the integration and upgrading of digital technologies such as intelligent network technology and interactive technology, the sensory mobilization of interactive devices will be enhanced, and sellers can play tricks and play more. Such as online concept stores, theme parks, virtual conferences, concerts and other virtual experiences to attract the attention of the target audience.

Brands and sellers can use the information of Metaverse advertisements to master the effect of advertisements. Now that the advertisement is out, it is difficult to get the answer whether it is effective and how effective it is. And the data processing in the Metaverse will achieve stereoscopic visualization and zero coding. Perhaps in the future, data workers can enter the virtual space through built-in eye-tracking devices, XR devices, etc., and quickly transform and cross-analyze massive amounts of heterogeneous data through interactive methods such as hand-touching and dragging. At the same time, the rich chart display structure can display holographic data in a multi-dimensional and three-dimensional manner, thereby helping advertisers to understand the operating laws, product trends, user preferences, etc. behind the market from a deep and comprehensive perspective. Based on the above information, sellers can also grasp which bridges and content attracted attention, and create better advertisements based on these data and experience.

Metaverse Exhibition

With the continuous deepening of the virtual-real integration of online and offline exhibitions, the Metaverse has gradually become a form of exhibitions, and may also be a very important form. “Metaverse Exhibition” is to design a virtual space that is the same as reality or beyond reality, and gives virtual identities to characters in reality . In fact, exhibitions are an important place for companies to advertise them.

On August 19, 2022, Baidu Xirong officially launched the exhibition Metaverse solution in Beijing, and launched a one-stop Metaverse conference and exhibition service, which can realize the convenient Metaverse exhibition experience of 3-day customization and 1-day exhibition. For example, for the Metaverse exhibition, curators can obtain 8 exhibition templates of different sizes and styles, supporting various types of exhibition works including paintings, video animations, sculptures, installation art and NFT digital collections. Whether it is to build a 200-square-meter exquisite exhibition space or a 1,000-square-meter large-scale art exhibition, the curator only needs to prepare exhibition materials such as exhibits, promotional posters, and guide information. Metaverse Exhibition. At present, Baidu Xiyong has provided one-stop Metaverse services for dozens of brands in the fields of automobile, marketing, culture, art, technology, etc., and will continue to create more Metaverses in the fields of pan-entertainment and finance in the future. Exhibition case.

In addition to Baidu, NetEase has also released its own online exhibition system, NetEase Yaotai. NetEase Yaotai is an immersive event system under NetEase Fuxi. By replicating offline real meeting scenes and real-time facial expression migration, NetEase Yaotai breaks the traditional video conferencing model and brings users a more technological and immersive experience. Immersive activity experience. At present, NetEase Yaotai has been successfully used in many events such as the Henan Wisdom Cultural Tourism Conference.

Other companies also have different levels of layout in the field of Metaverse exhibitions. For example, Daoke Cloud has built its own exhibition Metaverse platform based on technologies such as 3D, VR virtual reality, big data, and artificial intelligence. : 1 Reproduce the offline exhibition scene.

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