Metaverse - the final frontier

 

Metaverse - the Final Frontier

Nike partnered with Robolox to create 'Nikeland' in the metaverse. Separately, Niantic is focused on the real-world metaverse - also known as augmented reality (AR).  These two perspectives both create a lot of new digital advertising space - literally a world of it. Much as video opened up a whole new advertising medium over the web, to too will the metaverse (VR) and AR...except with a lot more space for ads.

The question will be who will own this new space?  The final frontier will have the fiercest competition. The largest companies of all time have honed their business models, understanding when to take share and how to show patience. Facebook was able to scoop up Instagram for $1B because they saw the potential that mobile & image-forward social had. Google was able to scoop up YouTube at a bargain ($2.5B now valued at $100B+) because they saw the advertising potential in video.  

As technology matures for the next generation of new platforms to emerge into social consciousness, the fight for supremacy from the existing tech giants will be cutthroat - none willing to give into the others. 

The question is what will the new micro-targeting opportunities be for advertisements in the metaverse & AR.  Will ad placements evolve or just be similar ?  Will this new medium create more value for advertising or just same stuff different place?  Growing the industry like Social Media has, at the cost of print news and TV, is what the Metaverse has on the horizon.

Sources:

https://www.marketingdive.com/news/nike-courts-next-generation-of-athletes-with-new-roblox-platform-nikeland/610343/

https://www.marketingdive.com/news/niantic-pushes-vision-for-real-world-metaverse-in-first-brand-campaign/610287/