Contextual And Programmatic Advertising In The Metaverse
The metaverse is one of the most widely-used buzzwords in recent times and is set to transform the way that society interacts with the digital space.
Far from being a novel technology that is fashionable today and gone tomorrow, the metaverse is based on proven technology and is already well on its way to shifting the internet from Web 2.0 to Web 3.0. This will bring with it a far more immersive experience, allowing people to live inside the internet rather than browse on it.
Naturally, such a revolutionary change will reshape online consumer trends and, with it, the very fundamentals of digital marketing strategy.
Given that the metaverse is still a conceptual entity, no one can grasp quite what it will look like or how it will transform the advertising industry, but it is vital that you are prepared for the most likely eventualities and stay abreast of the latest metaverse developments.
Most crucially, it is vital that you consider how cutting-edge advertising techniques such as contextual advertising and programmatic advertising can be adapted to the metaverse. This will give you a significant advantage over your competitors and help you gain market share in what is a completely new commercial landscape.
Below is what you need to know about contextual advertising and programmatic advertising inside the metaverse:
What is the metaverse
Firstly, it is critical to understand what the metaverse is, what it could be, and what it means for your digital marketing strategy.
The metaverse is an immersive digital realm that can be ‘lived in’ thanks to virtual reality technology and advanced graphics, allowing you to conduct yourself as if you were living a digital life.
The exact details of the metaverse have not been defined because there is more than one team of developers trying to create their own worlds. The most noteworthy of these projects is Meta, the Facebook parent company led by Mark Zuckerberg.
It goes without saying that the metaverse’s advertising potential is vast. Given that it is a virtual space that combines ‘real world’ aspects like architecture, street layouts, and live events with digital assets like e-commerce and NFTs, you can combine the best of both approaches when it comes to your marketing strategy.
For example, you could sponsor a traditional advertising hoarding on a particular street or at a digital sporting event, much like you would in real life, or you could create standalone digital products that people can interact with.
Programmatic advertising
A current digital marketing trend that could be transferable to the metaverse is programmatic media.
The key benefit of programmatic advertising is that it allows you to create targeted digital marketing campaigns almost overnight, helping you to be far more agile with your strategy.
This could still be the case in the metaverse because of the vast space available for selective advertising. As digital real estate is created, there will be countless opportunities to target consumers with tailored ads.
After all, the metaverse is designed to be a personal experience that is unique for each person. They can reside in different places, own digital assets, interact with their favorite brands, and even attend their favorite concerts or art galleries.
There could, therefore, be programmatic advertising solutions that allow you to advertise your brand in a particular place for a particular person – for example, when they walk into a digital shopping mall or football stadium. Not only do these programmatic ads increase your brand visibility, but they can also create a deeper and more real connection between you and your target audience.
The metaverse also offers the possibility of being creative with your programmatic advertising.
In the metaverse, you will not be restricted to banner ads, for instance, so you can produce programmatic creative ads that allow people to interact with your advertising campaign.
Given the recent strides made by major brands with in-game ads, it is a very real possibility that programmatic technology could extend to the metaverse.
If you want any help and guidance on how to integrate programmatic ads into the metaverse, it’s a great idea to reach out to a programmatic advertising company that can help advise you on the best strategy.
The metaverse and contextual advertising
Of course, there is also enormous potential for contextual advertising within the metaverse.
By placing your ads in exactly the right context for each consumer, you will vastly increase the chances that they interact with your brand.
In the metaverse, it will be crucial that ads feel coherent with the overall context of the environment. Given that it is designed to be a virtual world, people will likely want to feel in control of their experience rather than be walking through a corporate environment.
By personalizing the context of your ads, your brand will slot into each person’s world far more seamlessly.Â
