Page 30 - ADNews magazine March-April 2022

Investigation
together for a variety of reasons. That may be thousands of people joining an online event or just one person exploring an environment. In any world there’s a space for brands to talk to consumers.
“However, much like the inter- net, choosing where and why can mean the difference between an invasion of privacy with wasted advertising dollars, versus a wel- comed interaction and lead. I’d suggest thinking of the variety of metaverse platforms as new chan- nels to engage an audience. Particularly if wanting to connect with Gen Z, the digital first generation.
“In such a space there’s opportu- nity for content, advertisements, branded sponsorships, products and so much more. The 2020 Fortnite- Nike-Travis Scott collaboration saw over 10 million people attend and set the bar for branded entertainment in the metaverse. This type of promo- tion and brand investment will only continue to grow along with audi- ence numbers.
“The opportunities are only limited by imagination. The real question is, how effective will they be... But then isn’t that the same question in the real world?”
Adam Krass at UM: “For brands looking to start engaging with early adopters, iterations of the metaverse
already exist with Roblox, Discord, Oculus and Fortnite. The metaverse that Meta envisions is almost certainly a few years down the road.
“Consumer data is going to be at the very heart of the metaverse. Just like today where we guide brands to futureproof their data strategies and create personalised experiences, so too will be the case in the metaverse, where data about everything from a user’s location and demographics to their browsing behaviours and friends’ characteristics can inform how brands create experiences and engage with consumers.
“Advertisers will measure engagement and attention in the metaverse, much like we do now. Activity will be logged on the blockchain, including data about which world you visit, which experience you engage with, which NFTs you own and made publicly available. Advertisers can leverage this infor- mation to build immersive, personalised and value-based experiences.
“Virtual and augmented reality will be deployed in the world of com- merce, allowing consumers to visit virtual Kmart stores, pick a product from the homewares section to see how it feels in our loungerooms. We will go to virtual Drake concerts, sponsored by Optus 5G in virtual loca- tions that enhance the performance. Tourism boards may also sponsor an event to transport potential real-world travellers to a unique location to trigger destination decision making.”
Simon Brock, Digitas Australia: “Gaming is now bigger than the film industry and North American sports combined. So if your idea of peak marketing opportunities involves a product placement in James Bond or a Superbowl ad, then gaming-inspired metaverses should definitely be on your radar.”
And it’s not all kids. According to Bond University’s Digital Australia report, the average age of Australians who play video games is 35 years, with nine out of 10 homes engaging with gaming in some form.
Brock: “As gaming, social, and ecommerce evolve to form what we’re calling the metaverse, those platforms will offer massive opportunities for brands to connect with new audiences, or engage existing audiences in new ways. Those opportunities will feel pretty familiar too.
“There are already paid marketing opportunities which mirror digital display advertising, and content partnerships that mirror in-film product placement. Enterprising brands are creating new content that makes metaversal spaces more entertaining and rewarding for users – much like branded content does.