Learn more about advertising in the metaverse
Posted: Mon Jan 06, 2025 8:45 am
The metaverse is a concept that brands are keeping an eye on. Even without taking their eyes off it, there are many questions that arise around this term that is causing so many headaches for companies, as well as hope for what it may bring to the advertising sector.
"The most creative and bizarre form wins," says metaverse expert Dominik Griese in an interview with Horizont about advertising formats in this space. "Particularly 'dusty' advertising methods are again used here: huge billboards on virtual skyscrapers, catchy radio spots in colourful technology shops, avatars with virtual signs," he notes.
As for whether advertising through media agencies is already possible, Griese stresses that “they are just scratching the surface in 90% of cases and are still trying things out on their own.” He also stresses that the metaverse is currently the “Wild West.”
“ It is up to the owners of the respective metaverses whether they allow billboards on their building . Some metaverses prohibit them, but in others like Decentraland or GTA they are welcomed and widely used,” he adds. He goes on to explain that there is no specific file format that is necessary, as “the spectrum ranges from conventional JPGs to elaborate 3D designs.”
As for the skills needed, Dominik says “none”. “What skills do you need for Instagram or Google? However, if you want to build houses, design or organise events, you probably need a similar skill set to the real world. 3D experience is always a plus too. Previous knowledge in the gaming sector, i.e. as a developer, is probably the biggest advantage ,” he explains.
Asked about the differences between advertising in the metaverse and that done on Instagram or television, he says that “ it works with more patience .” “With the help of gifts, potential visitors are lured to the desired location and transported through an immersive, experience-oriented world, which often aims to link visitors to the brand in a playful way or allow them to experience the brand’s story for themselves,” he continues.
“DAOs (decentralized autonomous organizations) are responsible for providing information israel number data on this matter,” he notes when asked about the guidelines for advertising this universe. “ They can be quickly accessed on the homepages of the respective metaverses ,” he adds.
On the other hand, this is what it says about the price of advertising in the metaverse compared to conventional advertising media:
« You can use Web3 for marketing purposes for as little as $150 to $300 , but the low price means you have to put a lot of time and energy into it. From there, the budget can be increased as much as you like. Concrete example: Metaverse-compatible NFTs are sold from $120 on popular marketplaces. Displaying them in a building in the metaverse and thus attracting attention more effectively also costs the rental price of the store in which I want to display my NFTs, i.e. between $300 and $2,000. If I don't want to accept the rental prices, I buy the land myself, which costs between $4,000 and $500,000.»
Finally, he highlights the Absolut Vodka campaign in the metaverse, when it built a virtual flight tunnel in a giant bottle of the brand that took people to different floors. “On each floor, people could get to know the brand in a playful way. Those who completed all the tasks could participate in various contests and win tickets to the Coachella festival,” he says.
"The most creative and bizarre form wins," says metaverse expert Dominik Griese in an interview with Horizont about advertising formats in this space. "Particularly 'dusty' advertising methods are again used here: huge billboards on virtual skyscrapers, catchy radio spots in colourful technology shops, avatars with virtual signs," he notes.
As for whether advertising through media agencies is already possible, Griese stresses that “they are just scratching the surface in 90% of cases and are still trying things out on their own.” He also stresses that the metaverse is currently the “Wild West.”
“ It is up to the owners of the respective metaverses whether they allow billboards on their building . Some metaverses prohibit them, but in others like Decentraland or GTA they are welcomed and widely used,” he adds. He goes on to explain that there is no specific file format that is necessary, as “the spectrum ranges from conventional JPGs to elaborate 3D designs.”
As for the skills needed, Dominik says “none”. “What skills do you need for Instagram or Google? However, if you want to build houses, design or organise events, you probably need a similar skill set to the real world. 3D experience is always a plus too. Previous knowledge in the gaming sector, i.e. as a developer, is probably the biggest advantage ,” he explains.
Asked about the differences between advertising in the metaverse and that done on Instagram or television, he says that “ it works with more patience .” “With the help of gifts, potential visitors are lured to the desired location and transported through an immersive, experience-oriented world, which often aims to link visitors to the brand in a playful way or allow them to experience the brand’s story for themselves,” he continues.
“DAOs (decentralized autonomous organizations) are responsible for providing information israel number data on this matter,” he notes when asked about the guidelines for advertising this universe. “ They can be quickly accessed on the homepages of the respective metaverses ,” he adds.
On the other hand, this is what it says about the price of advertising in the metaverse compared to conventional advertising media:
« You can use Web3 for marketing purposes for as little as $150 to $300 , but the low price means you have to put a lot of time and energy into it. From there, the budget can be increased as much as you like. Concrete example: Metaverse-compatible NFTs are sold from $120 on popular marketplaces. Displaying them in a building in the metaverse and thus attracting attention more effectively also costs the rental price of the store in which I want to display my NFTs, i.e. between $300 and $2,000. If I don't want to accept the rental prices, I buy the land myself, which costs between $4,000 and $500,000.»
Finally, he highlights the Absolut Vodka campaign in the metaverse, when it built a virtual flight tunnel in a giant bottle of the brand that took people to different floors. “On each floor, people could get to know the brand in a playful way. Those who completed all the tasks could participate in various contests and win tickets to the Coachella festival,” he says.