Enticing the public is a permanent activity for companies. They must constantly innovate in order to remain competitive, which affects the advertising landscape. By now, Silicon Valley’s big companies are starting to embrace new trends, including the much talked about one: Metaverse. The concept is not recent as the term has already been used in “Snow Crash”, a novel by Neil Stephenson dating from 1992. Assimilated with virtual reality, it invites the consumer to immersion, the keyword of new advertising.. .
Deleting third-party cookies
Advertising is a sector that is constantly innovating, where it is constantly necessary to find a formula that keeps the attention of the consumer. Traditional advertising will not disappear from the landscape. However, marketing campaigns will become more targeted, sharper.
This is what Google offers in a context where Third-party or third-party cookies will disappear completely in 2023, while they played an important role for the business. They allowed them to track a visitor, know which pages they visit and understand their buying behavior. This deletion is part of the Privacy Sandbox program which aims to optimize the protection of individual data which is not always respected during its collection and use.
Advertising takes many forms to keep consumers’ attention alert. But this is only possible if marketing teams can understand how they react to a product on the shelf, or offered online. Metaverse offers endless possibilities for advertisers. While virtual reality requires the use of headsets specially designed for it, navigation can be done directly from our smartphones or tablets, thus reducing the costs generated by these devices.
It is a rapidly expanding digital world whose boundaries have yet to be fixed. These are also very vague in video games. Our avatars evolve in worlds we’ve created for ourselves or that represent existing cities, houses that can be bought with tokens, and so on. Big digital companies, like Facebook, have also realized the importance of this technology.
Unlimited Metaverse for users
The Metaverse offers many possibilities, we said. One of the advantages that marketers can derive from this concept is undoubtedly the possibility of immersing consumers in a universe that can be closer to reality or completely different, but with the possibility of adapting the content to a specific audience according to age, gender. or area of interest. With the metaverse, the consumer’s imagination knows no bounds. They can build a great house, create a world that looks like it or like no other. All eccentricities are possible.
Metaverses and virtual influencers
Currently, influencers are followed by millions of people. They are interested in what they do, but also in what they wear or eat, among other things. In the virtual world of the metaverse, big brands are joining forces with influencers who are also virtual. This association aims to reduce costs without having to manage everyone’s sensitivities and without the potential performance drops that real people might experience. This allows advertisers to stay competitive for long periods of time.
Big investments in the metaverse
Advertisements in the metaverse will be increasingly present in 2023. Already today, millions of dollars are invested by fans to buy real estate, in a real or invented city. Investments from large companies in cryptocurrencies are also made there.
In addition, large events organized in the metaverse allow major brands to present their products to an audience that can interact directly with their favorite actors or artists. They can participate in games, or see the garden side of these events. By opening a wallet in which they can store their virtual currencies (bitcoins, tokens, etc.), they can buy an object belonging to their favorite star or preview the broadcast of a movie that will be released soon on the big screens.
The advertising landscape will gradually change from 2023, which will prompt you to consider the need to protect users’ personal data, without forgetting the importance of taking into account more precise targeting. At the same time, adapt to metaverses and the requirements of search engine algorithms in order to address the right content to the right people. If the disappearance of cookies in 2023 is programmed, the common ID takes over, another way to track the activities of users and to better know their browsing habits even if they go to several different sites.