Marketing and advertising take over metaverses and NFTs

of Make AND advertisers interested in the potential of Web3which is asking them anyway rethink data management AND communitieseven theirs control. Expert advice fromHavas, Salesforce AND Worldline.

casinothrough its various entities, prepare for the explosion of Web3 uses in the retail sector. In the world of media and digital marketing, maneuvers are also taking place. Reworld Media positioned through some of these sites.

In October, Webedia was throwing its subsidiary Web3. The group has acquired technological capabilities, including a module for creation NFT. Its ambition: to be a partner of advertisers and agencies, its clients, in Web3 projects. The advertising department of Canal+ share the same goal integrating immutable tokens AND metaverse to his offers.

Missing Web3 audience, excluding games

The movement is gaining momentum and advertiser partners are demanding standards, like the agency Havas Play.

Audiences today are more on the side of video games. Here we support brands and carry out large-scale operations”, its CEO, Stéphane Guerry, testifies during the conference. Big Data & AI Paris 2022.

Stéphane Guerry, CEO Havas Play during Big Data & AI Paris 2022 – ©

The new ones Web3 virtual world they have not yet proven themselves, he emphasizes. “Audience and the ability to reach a large audience are not the same. Therefore, the operations are much more targeted, but we believe in it”, continues the leader. The agency also has its plot in The sandbox.

There is still time for exploration in order to be able to advise brands in the future. Several prerequisites must therefore be met beforehand, including one sufficient audience. Companies will also have to adopt new codes and understand the metaverse in a dimension that is not just advertising.

It is possible to provide brands with a useful presence that makes sense to users who gather in these metaverses,” notes Stéphane Guerry.

Brands that should go away

Because these communities, like those of music and sports, are not necessarily hostile to brands and their presence. This is especially true for gamesthe expert judges.

“Yes, brands can be welcome in these universes.” However, the relationship between consumers and advertisers on Web2 does not seem good, which translates into intensive use of ad blockersad blocker.

Much remains to be done in pedagogy”, admits the head of Havas Play. “A lot of brands don’t understand yet that they’re going to have to give up power (…) Obviously it takes some time.”

In addition to agencies and management, they are also positioned in Web3 Publishers specializing in marketing, including Salesforce. This new channel is not just about the gaming sector, notes its Solutions Engineering France vice president, Kheira Boulhila.

Kheira Boulhila, Vice President of Solutions Engineering France of the Sales Force during Big Data & AI Paris 2022 - ©

Kheira Boulhila, Vice-President of Solutions Engineering France at SalesForce during Big Data & AI Paris 2022 – ©

Industry and retail are also extremely present in this virtual channel, complementing physical and digital channels, especially to reach the younger generation, that of the 15-25 year olds.”

The quest for data reconciliation in the age of wallets

The challenge for the US CRM giant is to provide its customers with brands, tools for creating NFTs and manage these digital assets. For her, Salesforce launched NFT Clouda so-called low-code solution, and still in the pilot phase.

But who says that additional channel also means distribution or siloing of customer data. Therefore, the publisher’s promise is to help organizations reconcile Web2 and Web3 data on the same platform. And the use cases for these brands are many. Kheira Boulhila mentions loyalty and reward programs in particular.

Each user who owns the NFT will have access, for example, to specific products, or to dedicated events (…) The new loyalty card will be an NFT. It will give consumers exclusivity.”

In the automotive industry, several manufacturers, including Ferrari AND McLarenhave already approved NFTbut not just for marketing purposes. Alfa Romeo, when you buy one of its vehicles, gives the owner a non-exchangeable token that collects maintenance data. Motorists thus have a form of dematerialized maintenance log and whose data is authenticated.

Slow adoption of Metamask wallets

of Web3 however, it calls into question some already mature practices of collating data to identify customers and personalize marketing actions.

In Web2, cookies are thus the standard – yet controversial, especially in relation to third-party cookies. They are replaced by walletswhich Worldline, a payment solutions provider, is familiar with.

The wallet is the way to manage the management of your assets, your means of payment, but also your identity in the most fluid way possible”, defines Frédéric Vieren, ambassador of the Worldline R&D and Retail expert.

Frédéric Vieren, ambassador of Worldline R&D

Frédéric Vieren, R&D Ambassador of Worldline during Big Data and AI ​​Paris 2022 – ©

Identity in Web3 breaks with the previous generation of the Web, which relied on an email address and a password for authentication. Thus, “reconciliation is quite easy.” of wallet intervenes to sign transactions on the blockchain, offering more security than the mechanisms used so far.

In the same wallet, you can create as many accounts and identities as you want. You can share your life”, says Frédéric Vieren. For marketers, these specifications are synonymous with complexity.

But wallets, the most common of which is Metamask, also rhymes with complexity for users. ” Adoption is very slow “. An actor like Arianee also tries to simplify the process of creating a portfolio. At Casino, for Club Leader Price, a simple mechanism has been developed that combines the QR code and the white label mobile application.

Tomorrow the emotional data debate in marketing?

However, a portfolio does not mean impossibility for e-brands collect data, although these will be attached to a wallet address rather than directly to an individual. And transactions will be stored on blockchains, most of which are readable by everyone. It remains to associate an identity with it.

Therefore, for publishers like Salesforce, it is essential to provide the tools for this reconciliation to companies. The American firm is working on this by increasing its capacity to process large volumes of data.

In the Web3 part, it co-developed with an agency a loyalty program, Club Soda 3.0, for Scotch & Soda using NFTs. For the brand, it’s a new data collection channel being created.

The battle has already begun to capture the best and most useful data for marketers”, emphasizes the CEO of Havas Play.

It remains to be seen how Web3 publishers will live up to their original promise empower users. The emergence of new access terminals in the metaverse, such as connected glasses or augmented reality, also raises the issue of collecting so-called emotional data.

Meta has already filed a patent for analyze emotions through the collection of biometric data (pupil dilation, tears, smile, etc.) via connected glasses.

This data is a thousand times more important than most of the data we rely on for marketing”, comments Stéphane Guerry.

The expert thus predicts the emergence of the era of “emotional data marketing”, which promises to be “ethically very delicate”.

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