The metaverse has its foot on the accelerator. On its scale, still limited to a few hundred thousand players, here is this immersive space populated by avatars and supposed to be the next stage of the mobile Internet… determined to pulverize the traditional advertising model. With the rise of this parallel universe, the advertising sector could say goodbye to classic campaigns, integrating the thirty-second spot, accompanied by messages on the radio, in the press, billboards, digital…
Stéphane Guerry, president of Havas Play, is firmly convinced of this:
“The metaverse has already revolutionized the advertising model, even if we are at the very beginning. Where TV and radio spots create frustration by interrupting a program, marks in the metaverse enhance the gaming experience, whether as a gift to the “video game player avatar” or as a privileged access for the spectator to a virtual concert. »
And to quote the one given by Alonzo for Puma in 2020. Dressed by the equipment manufacturer, the rapper sings in a breathtaking universe, crossed by impressive “biker avatars”. “Puma not only sold its clothes virtually, but also marketed the capsule collection online and in stores”welcomes Stéphane Guerry.
The McKinsey firm displays its optimism, estimating, in a study published in June, that “the metaverse could bring to the advertising market, by 2030, between 144 billion and 206 billion dollars [de 141 milliards à 202 milliards d’euros environ]».
“Attracting unusual audiences”
But, for lack of audience measurement and supervision, the metaverse generates, for the moment, almost no advertising revenue. Stéphane Guerry confirms this: “For the Puma and Alonzo operation, we did not purchase space in the virtual world, as is customary in a classic advertising operation. »
However, advertisers know very precisely where they want to go. “We all seek to use metaverses as media in their own right, takes over the president of the Havas Play agency. The metaverse has already evolved towards Web 3.0 and towards brands with which we can collaborate by taking a percentage of the virtual objects that we help to market. »
Hence the proliferation of partnerships. In February, Prada partnered with Ubisoft around a series of “skins”, “silhouettes”, dressed by the luxury brand and integrated into its game of extreme sports Riders Republic. “Both brands were able to attract unusual audiences and expand their audience and influence”, analyse Deborah Marino, Deputy CEO of Publicis Luxe. Everything evolves very quickly. “We are moving from statutory approaches, where appearing in the metaverse was enough to give a cachet of modernity, to more sophisticated experiences in their design and now targeting a wider audience, with the presence of brands like Carrefourshe adds.
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