RE: Fomo continues!12 Feb 2022 18:06
Bids gets mention with other big names.
Marketers have a wealth of options in the new metaverse. There are in-game product
placements, influencers, sponsorships, virtual stores, and virtual billboards to name
just a few. Marketers are partnering with companies like Roblox, Meta, and Fortnight
for advertising opportunities, and game developer platforms like BidStack to
streamline in-game ad placements for better reach. Just recently, Unilever leveraged in-game ads from Bidstack during popular soccer games. Brands like NASCAR, Gucci,
and Nike are partnering with Roblox to create virtual stores, custom environments
(e.g., Gucci Garden), and new integrated digital product placements tailored to
reach a young audience. Luxury clothing brand Balenciaga collaborated with Fortnite
to showcase its products in that ecosystem and European brand O2 went big by
throwing a virtual concert.
Marketers should expect a certain level of customization, adaption, and commitment
from an immersive platform and as a best practice, strive for as integrated a
placement as possible to maintain a quality execution and build/maintain credibility
with their target audience. New types of brand engagements can push creative
messaging and delivery. But scale is still very, very limited. As companies like Meta,
Roblox, Fortnite, and Second Life continue to innovate and invest in this space, there
will undoubtedly be more opportunities for marketers to push their creativity and
connect better with their audience than ever before.