Metaverse: “No forwards, just laggards” – Image

Second life in the mid-2000s, pokemon go in 2016, Animal Crossing in 2020… and now Facebook has announced the creation of 10,000 jobs in Europe to promote the Metaverse. Virtual reality and augmented reality enter our daily lives through devices like the Oculus Quest or the outdated Google Glass, but also through brand communications in our favorite media columns. However, for most of us, this near future has not yet caught the pitfalls of a tangible reality. It seems, however, that this new turn of the Internet, albeit a revolution, is now visible in the skies. And before determining the interest (or not) for the marks it is advisable to define the contours.

In the world of technology, the Metaverse, the contraction of the “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. The field of possibilities is therefore limitless, with all the positive or negative aspects it can have. You will see Ready Player One from Spielberg have the opportunity to realize this … In addition, Facebook is far from alone in working with Metaverse and recognizes that no company owns and operates it. For example, Epic Games (Fortnite) specifically raised $ 1 billion to participate in building the Metaverse. At the same time, all the major technology companies (Microsoft, Apple, Alphabet, Facebook, etc.) are working on making compatible peripherals to make Metaverse -based connectivity. In this regard, Snap has already deployed augmented reality lenses to enhance advertising opportunities there. So we are witnessing a real shift for all the players in the digital chain. With the development of augmented reality and virtual reality, marketing and advertising are also set to flourish.

As we now see display advertisements or videos on our screens, we will definitely see new Metaverse formats. Be 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 gate of the 24h circuit Le Mans better watch. gawas! 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? Will today’s ad industry giants be Metaverse giants tomorrow? Will agencies outside of Metaverse be able to market locations or create new formats? Is interoperability between different Metaverses effective? While the British Museum has taken the wave of NFTs and put two hundred digital works by Hokusai on sale, will the market for digital objects be able to surpass physical objects? No one has been able to say that yet. We know, however, that physical product promoters need constant new audience hubs.

Thus, in order to ensure the proposal of products or services in the same universe that it can be used in the real world, in order to offer users the possibility to live real alternative experiences that continue in the physical world, it is sure to purpose of many people. of the players, as has already been done at Longchamp pokemon go. Create amazing events, virtual art galleries… Metaverse has no limits other than our imagination. However, they need to remember that they are responding to avatars and remember that if reality sometimes transcends fiction, virtual reality should naturally elevate reality.

This technological surge may represent a real danger to his relationship with himself but also with others. If Metaverse lays the groundwork for expanding oneself into the virtual, then one of the main challenges is to find harmony between a person’s different personalities, as an actor sometimes must. to do at the 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 in order to accept a virtual world of their choice. This general behavior will mark the end of social relationships as we have always known …

In the end, this technological revolution is without danger. However, it can be a habit that worries all players in the advertising chain more than ever. Putting yourself on the starting line to dig your hole and be one of the winners on the finish line is almost like a legitimate question. “No introductions, just laggards.“- Jean Cocteau

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