Not only can brands be active in London, Manchester or Birmingham, but they can now be active in Roblox, Sandbox and other virtual cities,” Hall added. “I say to my sales team that it is like we have added a whole load of new cities.
Importantly, it provides the additional opportunity to reach gamers – younger audiences that are regarded as more challenging for brands to find.
A new channel for outdoorįor Ocean Outdoor, the in-game play opens up a new and potentially lucrative advertising channel to the DOOH market, which is forecast to be worth $50bn by 2026.
"Of course, this is just the beginning: there will be dozens of ways for brands to engage consumers in the metaverse and Admix aims to be the gateway for brands to help shape the future of digital experiences for their audiences.”īrands will be able to create experiences, such as fashion houses, on platforms like Roblox. He added: “The metaverse is the perfect playground for Ocean’s creativity and its customers are making a symbolic step that will mark them out as pioneers of a new form of advertising which has unlimited reach. “We can now go to brands and say ‘do you want to advertise on a digital screen out of home and in home at the same time?’”Īdmix chief executive and co-founder Samuel Huber described the partnership with Ocean Outdoor UK as “a watershed moment for the advertising industry, creating realistic ad experiences that merge physical and virtual worlds for the very first time”. “Just imagine you are walking along a road or in a shopping centre and you see billboards advertising Coca-Cola, then when you are gaming, your avatar is walking down a virtual road and it would show the same copy.
“I’d describe it as a digital out-of-home play in-home,” he said. Ocean Outdoor UK joint managing director Phil Hall told Campaign it will be the first time its clients will be able to align their physical digital outdoor placements with virtual. Ocean’s first foray into the metaverse will feature digital replicas of three bespoke DOOH locations that are similar in design and scale to its premium city centre UK assets, including a tri-screen roadside location, a giant curve screen full motion location (modelled on a Westfield screen) and The Loop city centre full motion network in Manchester and Birmingham.įurther down the track, Ocean Labs plans to run brand-led experiences in the metaverse. Proponents of the partnership told Campaign it blends the physical and virtual worlds, combining Admix’s In-Play technology and Ocean Outdoor UK’s expertise in DOOH campaigns and brand partnerships.
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