Advertising and marketing enter metoverso: "The great opportunity is now"

A month and a half ago that Mark Zuckerberg announced that Facebook would be called a goal and that its priority would no longer be the social network, but the metach.The idea of a digital world is not something that was born this October, but this date will be marked in the technological calendar.Well as the definitive support to an idea that both he and other technological companies have already been brewing for a long time;well to a commitment to a development that promises a lot at a time whose future seemed uncertain.

"The great opportunity is now," he says in conversation with Eldiario.He is the general director of Mediabrands Content Studio, Agency of the IPG Mediabrands group in Spain, Hugo Albornoz.When Zuckerberg made his announcement, they had been reflecting on the way of "opening the way" in this new universe for months.Now, they have just launched a new business unit called 'Metabrands', the first for the implementation in Spain of extended reality projects in the advertising, marketing and communication sector.

"For a while, every two years we had to mutate our services, because new platforms or devices came out, but for six years it did not seem to us that there was a great technological revolution," he explains.That great revolution, he says, has now arrived with metoverso and his goal is to position himself in that new world, to which other multinationals such as Nike or Gucci have already joined."When an innovation revolutionizes the market, its acceleration is so brutal that who is not inside from the beginning can remain totally out," he says.

"Our great bet is the mixed reality, how the digital layer will come together with the real world," explains Albornoz."Any store that works online, will work directly in 3D, with a much more playful purchase experience.On a flat website, when you improve the user experience, sales upload.Imagine in 3D, where experience is entertaining and brands can sell things and services in a more natural and less intrusive way, "he develops.

"A first leg"

"The brands had their corporate channels on Facebook or Instagram; then we went to Tiktok, where they had to be with content; and on Twitch it is much more complicated.In metovers, brands can be their own content and the platform that makes their audiences inside, ”develops the manager.In his opinion, this moment has similarities with the context in which the companies launched their first web pages, opened their profiles in social networks or created their applications."At that time it did not seem important, but generating that community, over time, it was an advantage" because it is "a first leg," he says.

Metaverso is a virtual universe that goes beyond the physical world and in which users can relate to each other through avatars, go to concerts, activities, go shopping or work.Albornoz puts as an example the Fortnite, a video game that has become popular in recent years and in which users can talk to each other through their avatars, go to concerts of famous artists or buy clothes or weapons (virtual) for games.

At the moment, the metaverso is limited to the devices through which it could be accessed."We are in the prehistory of what is going to be the mixed reality," says the manager, whose company is working for two years seen.Professionals have their hopes on the launch of virtual reality glasses in which Apple works."Everything indicates that if this is not autumn, it will be the next one," explains Albornoz, which also points to "today there is already light glasses hardware, which are practically like wearing sunglasses".

To be pioneers in metaverso, Metabrand has launched four transformation areas.On the one hand, they intend to grow the business of their customers through a line of work focused on the innovation of spaces and cities.On the other, through the creation of entertainment actually mixed.The third area is the creation of content with influencers in this new context.And finally, another line that will focus on navigation and consumption.