second life In the mid-2000s, pokemon go In 2016, animal crossing In 2020… and now Facebook’s announcement to create 10,000 jobs in Europe to develop Metaverse. Virtual reality and augmented reality are entering our daily lives through devices like the Oculus Quest or the defunct Google Glass, but also through brand communication in the columns of our favorite media. However, for many of us, this near future has never quite caught on to reality. But it seems that this new turn, even a revolution, of the Internet is now on the horizon. And it is recommended to define the contours before determining the interest (or not) for the symbols.
In the world of technology, the metaverse, a contraction of “meta universe” in English, is like the “next big thing” according to Mark Zuckerberg. It is a virtual environment that users can access as an avatar through virtual or augmented reality glasses to chat with friends, play games, work, create, enjoy, earn a living. In short, a form of real-world stunt double in digital The field of layout possibilities is therefore infinite, with all the positive or negative aspects it can include. Those of you who can see Ready Player One Spielberg had a chance to realize this… Moreover, Facebook is not alone in working on the metaverse and has recognized that no one company will own and operate it. For example, Epic Games (Fortnite) significantly raised $1 billion to participate in building the Metaverse. At the same time, all major technology companies (Microsoft, Apple, Alphabet, Facebook, etc.) are working to create compatible devices to connect to the Metaverse. For its part, Snap has already deployed augmented reality lenses to create advertising opportunities there. So we are witnessing a real change for all players in the digital chain. With the development of augmented reality and virtual reality, marketing and advertising are also going to evolve.
While we may now see display ads or videos on our screens, we will definitely see new formats in the metaverse. It could be a virtual salesman trying his luck to offer us the latest toothpaste, product placement on virtual supermarket shelves, billboards as we know them in the real world… Dunlop gateway to the 24 hour circuit Le Mans better watch out but several questions No answer found. Which firm will position itself in this new market to host these new ads? Who will be able to create the best technology or the best advertising format in this parallel universe? Will today’s advertising giants be tomorrow’s giants in the metaverse? Will agencies outside of Metaverse be able to market positions or create innovative formats? Will interoperability between different metaverses work? Although the British Museum has embraced the wave of NFTs and put two hundred digital works by Hokusai up for sale, will the market for digital objects overtake physical objects? No one can say that yet. However, we know that physical product promoters will always need new Audience Hubs.
Thus, offering users the possibility of living a real alternative experience that will continue in the physical world, to ensure the offering of products or services in this parallel universe to consume them in the real world, must be the objective of a group. players, as Longchamp had already done pokemon go. Create breathtaking events, virtual art galleries… the metaverse will have no limits without our imaginations. Yet they have to remember that they are addressing avatars and remember that if reality can sometimes go beyond fiction, virtual reality must by nature elevate reality.
This technological rise can thus represent a real danger to himself and his relationships with others. If the metaverse lays the groundwork for expanding itself into the virtual, one of the main challenges will be finding harmony between its various identities, as an actor sometimes has to do at the end of a performance. On the other hand, some people can quickly fall into the danger of addiction by rejecting the reality of the physical world to embrace a virtual world that they love. This generalized behavior will mark the end of social relations as we have always known them…
Ultimately, this technological revolution is not without its dangers. However, nature may be making all players in the advertising chain more anxious than ever. Positioning yourself at the starting line to dig your hole and be among the winners at the finish line is now a valid question. “There are no pioneers, only laggards.” – Jean Cocteau
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