Advertising in Metaverse; The future of digital marketing is here!

Metaverse is a vast virtual world where people and their assets are connected in an online community. Visually, Metaverse is a three-dimensional world where people interact with each other with the help of virtual reality (VR) and augmented reality (AR) devices.

Imagine a few years from now; When metaverse glasses and virtual headsets like mobile phones have become a part of everyday life. Just put on the glasses to enter the virtual world and spend time with your friend's avatar under the purple sky of Metaverse. In the meantime, you probably also visit Metaverse stores and take a look at advertising billboards.

Yes! Advertisements is now in Metaverse; Where millions of users play, shop and even live. Metaverse is no longer just a fantasy world; Now it's a fact that brands can't ignore.

But how does advertising work in Metaverse? In this article from , we have given a complete and practical answer to this question.

Ever since Facebook changed its name to (Meta) in late 2021, metaverse has become a buzz word in the digital and marketing world. Predictions indicate that the income of Metaverse will reach a staggering figure of 1607 billion dollars by 2030! That being said, with this explosive growth, it's no surprise that Metaverse is attracting the attention of all digital marketers; But before we get to the impact of metaverse on the advertising industry, let's start with the concept of metaverse itself.

Metaverse is a virtual reality space where humans and assets are connected in an online community.

What is Metaverse? Simply put,

Metaverse is a vast virtual world where people and their assets are connected in an online community. Maybe this definition gives a general picture of the metaverse, but the reality is far beyond these words.

Like the Internet, which grows every day with the presence of different people, companies and industries, Metaverse is constantly expanding. The difference is that in Metaverse, everything is three-dimensional, interactive and more alive.

And ​​because it is not limited to space and time, it can be said that Metaverse has an infinite space that has no boundaries for its development.

Visually, Metaverse is a three-dimensional world where people interact with each other with the help of virtual reality (VR) and augmented reality (AR) devices. For example, a person in Los Angeles can walk through the Metaverse store in Miami live, see the products and even talk to the salespeople; That too without leaving his room!

The metaverse is still forming and many of its promotional opportunities have yet to materialize.

Application of metaverse in marketing

So far we have known that metaverse is a space that combines reality and technology and this feature, new opportunities for branding , digital marketing and even digital Creates branding. In this space, users are no longer just viewers of advertisements, but can interact with them. Instead of seeing a simple ad, people with their avatars enter environments that allow direct brand experience; From attending virtual stores to participating in brand events and even interacting with products or brand representatives in real time!

Of course, brands still don't need to create complex virtual reality experiences for all customers. The Metaverse is still in its infancy, and many of its promotional opportunities have yet to materialize.

Read more: Entering the metaverse and taking advantage of its unique opportunities requires a basic prerequisite: having a strong and well-known brand. It doesn't matter if you advertise in the real world or in the purple sky of Metaverse; Ultimately, it is your brand identity that must remain in the minds of your target audience. If you want to know how to build a solid foundation for your brand, we suggest that you read the article Brand Definition in Simple Language to familiarize yourself with its basics.

What is the marketer's role in Metaverse?

Your role as a marketer in Metaverse is to have an open mind and a creative approach in designing advertising campaigns, in the type of interaction with customers and in technological investments that prepare your brand to enter this new platform. Metaverse is a platform that is growing and evolving, and brands that understand it early and have an active presence in it can shape a part of the future of marketing right now.

Advertising in the Metaverse: Is It Like Our Own Digital Advertising?

Before answering this question, it is better to examine the concept of advertisements a little more closely. Digital marketing in short means:

Digital marketing means using digital tools to promote products or services with a specific and conscious plan. One of the important advantages of this method is the possibility of measuring the results and analyzing the performance of the campaigns; That is, we can understand what worked and how to adjust the path to achieve business goals.

To put it simply, digital marketing means delivering a message to an audience through tools such as a website, social networks or search engines. Now, advertising in Metaverse is a subset of this digital marketing, because it is done on a digital platform. But the point is that the story in the metaverse is more complicated than the usual methods.

In fact, advertising in Metaverse is the beginning of a new era in marketing; Because the tools, data and even the method of its implementation are different from what we have experienced until today.

Since Metaverse itself is a new technology, advertising in this space must also evolve according to its features and rapid changes and be in tune with the technical innovations of the day.

How to align our mind with metaverse marketing?

Don't worry if you're a little confused at this point. Take a deep breath and remember that you've been down this road before.

Yes! When social media marketing was just starting out, the situation was just as unknown and new. However, you learned how to define your brand in that space, find your unique voice, and communicate effectively with your audience.

Metaverse also follows almost the same path. Although the metaverse and social networks have similarities, the metaverse should not be considered simply a new form of social networks. However, the approach to advertising in the Metaverse can be similar to the one you took at the beginning of your social media marketing journey.

As you gradually learned the methods of advertising in social networks, now you can enter the field of marketing in Metaverse, experience and analyze it and take advantage of it!

Marketing process with advertising in Metaverse

Marketing in Metaverse means expanding the boundaries of creativity and experience. The most important thing to understand about advertising in the metaverse is that it works very much like the real world, not like advertising on social networks or search engines.

One of the key components of advertising in Metaverse is cooperation with other brands. You may not currently have the necessary conditions to transfer your business to the world of virtual reality, and such conditions are completely obvious! Having said that, Metaverse has provided a unique opportunity to cooperate with brands and businesses that will simplify your advertising path in this emerging space.

Metaverse is a space for deep interaction and immersive experiences.

Examples of successful promotions in Metaverse

Roblox is one of the main players in the virtual reality world and offers its own version of Metaverse. This platform allows other brands to enter the Roblox space and run their ads in a new way. Among these collaborations, the following can be mentioned:

• Virtual concert of the famous rapper, Lil Nas X in the Roblox environment
• Warner Bros.'s collaboration with Roblox to create a virtual space for the movie In the Heights

According to a report in 2021, the Roblox platform was able to earn 454.1 billion dollars in one financial season! This figure shows that advertising in Metaverse is more about creating unique experiences for users than it is about advertising.

Another example is the Gucci Garden project on Roblox. In this virtual space, users could visit the Gucci garden. The brand also sold rare and digital items on Roblox for its 100th anniversary, and it's interesting to know that some of the Gucci digital bags on this platform were even more expensive than their real counterparts!

Other creative examples of advertising in Metaverse

• Coca-Cola exclusive NFT
• Virtual Concerts in Animal Crossing
• Hyundai Mobile Adventure in Roblox

Advertising methods in Metaverse

Entering Metaverse does not only mean being in a virtual world; Rather, it is an opportunity to experience new and attractive forms of advertising that transform brands from being watched to being experienced. In the following, we have brought five attractive methods of advertising in Metaverse.

1. Advertising Billboards in the Metaverse

Just as in the real world you see advertising billboards on the streets or highways, in the Metaverse there are also spaces for advertising. Some metaverse platforms have provided the possibility of renting billboards in crowded places of the virtual world; Like intersections, stores or even inside rooms. You can rent these spaces for a certain period of time and display your brand's advertisements digitally in them, just like a real billboard but in the virtual world.

In this space, users are no longer just viewers of advertisements, but can also interact with them.

2. Avatars and promotional accessories

In the Metaverse world, users are known by avatars. These avatars are personalized with clothes, shoes and all kinds of virtual accessories. You can advertise your brand through accessory design or even exclusive avatar design in this space.

By cooperating with active platforms in the metaverse, it is possible to design clothes, hats, bags, or even characters with your brand's logo or advertising slogan . Users can buy these items and wear them in Metaverse. As a result, your brand is naturally exposed to other users.

3. Dedicated brand virtual space

Almost all Metaverse platforms have virtual spaces or rooms that brands can collaborate with and design their own dedicated space. These spaces can include the following:

• Exclusive brand events
• Inviting influencers or artists
• Introducing products or services
• Providing discounts and prizes

4. Advertising through NFT (Non-Fungible Tokens)

Metaverse and NFT are often growing simultaneously and brands can take advantage of this opportunity effectively and you can sell digital versions of your real products in NFT format.

Nike is one of the brands that has successfully used this opportunity. This company has earned millions of dollars since December 2021 by selling virtual shoes and clothes in the form of NFT!

In the Metaverse world, users are known by avatars.

5. Virtual events in the metaverse

Have you ever thought of holding a concert or brand convention in the virtual world? Metaverse has made this possible. Instead of using simple video conference platforms, you can design an attractive virtual event in Metaverse and provide the possibility to buy products, interact with avatars and even meet other users in addition to introducing the brand.

For example, Roblox teamed up with Sony Music and Columbia Records to hold a virtual concert by The Chainsmokers as part of the Tycoon Festival. What was the result?

This event became the most successful Roblox concert ever, with over 24.4 million people in attendance!

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Last word!

Metaverse is an innovative and expanding world that takes advertising out of the traditional mode and turns it into an interactive, engaging and lasting experience. In this space, brands can establish real communication with users, display their products in a more concrete way and even become part of the digital lifestyle of the audience. Advertising in Metaverse is not just a display of a message, but an invitation to an experience. If you are looking for a different and futuristic way to introduce your brand, Metaverse is exactly where you should step; A place to be seen, stay and grow!