Second life in the mid-2000s, pokemon go in 2016, Animal Crossing in 2020… and now Facebook announced the creation of 10,000 jobs in Europe to develop Metaverse. Virtual reality and augmented reality enter our daily lives through devices such as the Oculus Quest or the defunct Google Glass, but also through brand communications in the columns of our favorite media. However, for most of us, this near future has yet to take on the trappings of a tangible reality. It seems, however, that this new turn of the Internet, even a revolution, is now on the horizon. And before determining the interest (or not) for the marks it is advisable to define the contours.
In the world of technology, Metaverse, the contraction of “meta universe” in English, is similar to “the next big thing” according to Mark Zuckerberg. It is a virtual environment that the user can access as an avatar through virtual or augmented reality glasses to chat with friends, play, work, create, consume, earn a living. In short, a form of real-world stunt double in digital format. So the field of possibilities is infinite, with all the positive or negative aspects it can have. You who see Ready Player One from Spielberg has the opportunity to realize it … In addition, Facebook is far from alone in working on the Metaverse and acknowledges that no company will own and operate it. For example, Epic Games (Fortnite) raised more than 1 billion dollars to participate in the construction of Metaverse. At the same time, all major technology companies (Microsoft, Apple, Alphabet, Facebook, etc.) are working on creating compatible devices to create a connection based on Metaverse. For its part, Snap has already deployed augmented reality lenses to improve advertising opportunities there. So we are witnessing a real transition for all the players in the digital chain. With the development of augmented reality and virtual reality, marketing and advertising are also set to evolve.
As we see display advertisements or videos on our screens, we will definitely find new formats in the Metaverse. Become a virtual salesman who will try his luck to offer us the latest toothpaste, product placements on the shelves of virtual supermarkets, billboards as we know them in the real world… The Dunlop’s gate at the 24h circuit Le Mans is a better watch. out! However, many questions remain unanswered. Which company will position itself in these new markets to host these new ads? Who can create the best technology or the best advertising formats in the same universe? Are today’s ad industry giants tomorrow’s Metaverse giants? Will agencies outside of Metaverse be able to market locations or create new formats? Is interoperability between different Metaverses effective? As the British Museum takes in the wave of NFTs and puts two hundred digital works by Hokusai up for sale, will the market for digital objects be able to outpace physical objects? No one can say that yet. We know, however, that promoters of physical products must always be new audience hubs.
Thus, to ensure the proposal of products or services in the same universe that they can be used in the real world, to offer users the possibility of living real alternative experiences that continue in the physical world, it is certainly the purpose of many people. to the players, as Longchamp has already done pokemon go. Create amazing events, virtual art galleries… The Metaverse has no limits except our imagination. However, they should remember that they are talking about avatars and remember that if reality sometimes exceeds fiction, virtual reality should by nature elevate reality.
This technological influx can represent a real danger in his relationship with himself but also with others. If the Metaverse lays the groundwork for the expansion of the virtual self, then one of the main challenges is to find harmony between the different identities of a person, as an actor must sometimes do in end of a show. On the other hand, some people easily fall into the trap of addiction by rejecting the reality of the physical world to accept a virtual world that they want. This general behavior will mark the end of social relations as we have always known them…
Finally, this technological revolution is not without risks. However, it may be a trend that worries all the players in the advertising chain more than ever. Positioning yourself at the starting line to dig your hole and be one of the winners at the finish line sounds like a legitimate question. “There are no pioneers, only laggards.“- Jean Cocteau
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