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Metaverse Ads: Is Traditional Marketing Obsolete?

Metaverse Ads: Is Traditional Marketing Obsolete?

Basic Info

John: Let’s start with the basics of metaverse advertising, which is captured in the concept of “メタバース広告の新常識:従来のマーケティングはもう古い?” This phrase translates to “The New Norm of Metaverse Advertising: Is Traditional Marketing Outdated?” It refers to the shift in how brands engage audiences in virtual worlds using Web3 technologies like blockchain and NFTs, moving away from traditional ads to immersive, interactive experiences.

Lila: That sounds fascinating, John. When did this concept start gaining traction?

John: The idea began emerging around 2020 when projects like Decentraland and The Sandbox launched virtual lands where brands could build experiences. For instance, on 2020-02-20 JST, Decentraland officially opened its metaverse to the public, allowing users to own and monetize virtual real estate [1]. This marked an early milestone where advertising evolved into owning digital billboards or hosting events in virtual spaces.

Lila: Why does this exist? What problems does it aim to solve compared to old-school marketing?

John: Traditional marketing often relies on interruptive ads like TV spots or banners, which can feel intrusive. Metaverse advertising solves this by creating engaging, user-owned environments where brands integrate naturally, such as through NFT collectibles or virtual events. It aims to build community loyalty and provide verifiable ownership, reducing ad fraud. An early user reaction came in 2021 when Nike launched Nikeland in Roblox on 2021-11-18 JST, receiving positive feedback for its interactive approach [3].

Lila: Were there any key milestones in the following years?

John: Yes, by 2022, major brands like Coca-Cola entered The Sandbox with virtual activations on 2022-07-15 JST, highlighting how metaverse ads could drive real-world sales through digital scarcity [3]. User reactions were mixed initially, with some praising the novelty, but others noting high entry barriers like crypto wallets. This concept continues to evolve, questioning if traditional methods are indeed outdated.

Lila: How has it developed since then?

John: In 2023, integrations with AR and VR grew, with projects like Meta’s Horizon Worlds incorporating ad features on 2023-10-10 JST, though focused more on social VR [4]. The core aim is to make marketing decentralized and user-centric, solving issues like data privacy in traditional ads by using blockchain for transparent interactions.


Visual of メタバース広告の新常識:従来のマーケティングはもう古い? and Web3/metaverse ecosystem

Technology Pillars & Architecture

John: Now, let’s dive into the technology behind metaverse advertising. At its core, it uses blockchain for secure, transparent transactions, like smart contracts which are self-executing agreements coded on the blockchain. Think of them as vending machines that automatically dispense a product once you insert the right coins—no middleman needed.

Lila: That analogy helps! What about the architecture for these virtual ad spaces?

John: The architecture often involves layer-2 solutions, or L2 tech, which are built on top of main blockchains like Ethereum to make transactions faster and cheaper. For example, projects integrate with Polygon for scalable metaverse experiences. In the past, Decentraland used Ethereum’s mainnet starting from its launch on 2020-02-20 JST, but faced high gas fees [1].

Lila: How does metaverse integration work specifically?

John: Metaverse platforms combine VR/AR with blockchain. Oracles, which are services that bring real-world data into the blockchain, help ads react to external events, like dynamic pricing for virtual billboards. A plain-English way to see it: imagine a digital world where your avatar owns land, and brands pay in crypto to display ads that you can interact with, all verified on-chain.

Lila: Can you break it down by time periods?

John: In the past, up to 2023, architecture relied heavily on Ethereum for NFT-based ads, with milestones like The Sandbox’s alpha release on 2021-11-29 JST introducing voxel-based building for branded worlds [2]. As of updates before 2025, scalability was improved with L2 rollups, which bundle transactions to reduce costs.

Lila: What about more recent developments?

John: Currently, within the last 30 days as of 2025-09-28 JST, there have been no major architectural updates reported in verified sources. No updates within the last 30 days as of 2025-09-28 JST. Looking ahead, plans include better cross-chain compatibility, potentially integrating with Solana for faster ad rendering by 2026 [3].

Lila: How do smart contracts fit into advertising?

John: Smart contracts automate ad placements, ensuring brands pay only when users engage, like completing a virtual quest. This reduces fraud, as everything is recorded immutably. Analogous to a trustworthy referee in a game, the blockchain ensures fair play.

Lila: Are there any other key pillars?

John: Decentralized identity is another, allowing users to control their data without centralized servers. In the past, this was piloted in projects like Otherside by Yuga Labs on 2022-05-01 JST [3]. Looking ahead, AI integration for personalized ads is expected, stamped with potential rollouts in 2025.


メタバース広告の新常識:従来のマーケティングはもう古い? architecture and technology

Community & Ecosystem

John: The community around metaverse advertising is vibrant, with developers building tools for virtual campaigns and users participating in DAO-governed worlds. Governance often happens through token voting, where holders decide on updates.

Lila: How has user growth been?

John: User growth spiked in 2021-2022, with Decentraland reaching over 300,000 monthly users by 2022-03-01 JST [1]. Partnerships with brands like Samsung have boosted ecosystems, creating collaborative spaces.

Lila: What about sentiment and recent insights?

John: Sentiment is generally positive, focusing on innovation, though some critique volatility. A real-time insight from 2025-08-15 JST | @decentraland (verified account) highlighted a new ad partnership, emphasizing community-driven marketing [1]; this was corroborated in their official blog. Another from 2025-09-10 JST | @TheSandboxGame noted increased developer activity in ad integrations [2].

Lila: Are there more details on partnerships?

John: Yes, ecosystems include partnerships with NFT marketplaces like OpenSea for ad-related collectibles. Developer activity remains steady, with GitHub repos showing contributions to open-source metaverse tools [2].

Lila: How does governance play a role?

John: Communities use DAOs for decisions on ad policies, fostering inclusivity. Overall, the ecosystem supports a shift from traditional marketing by empowering users.

Use-Cases & Integrations

John: Metaverse advertising has practical use-cases, like live apps where brands host virtual events. For example, in Decentraland, users attend concerts with sponsored elements.

Lila: What about NFT roles?

John: NFTs serve as ad assets, such as branded wearables for avatars. A concrete example is Adidas’ NFT drop integrated into The Sandbox on 2021-11-22 JST, allowing users to wear virtual gear [3].

Lila: How does gaming fit in?

John: Gaming integrations are huge, with play-to-earn models incorporating ads subtly, like in-game billboards that reward interaction. Axie Infinity explored this in updates on 2022-04-01 JST [4].

Lila: Any cross-chain usage?

John: Cross-chain bridges allow ads to span blockchains, like moving NFTs from Ethereum to Polygon for metaverse display. An announcement for such integration in Otherside came on 2023-07-15 JST [3].

Lila: Are there live examples today?

John: Yes, virtual real estate sales for ad spaces continue, with The Sandbox’s land sales event on 2024-02-10 JST enabling brand placements [2]. These show how traditional marketing is being challenged.

Lila: That makes sense for beginners.

Future Vision & Expansion Potential

John: The future vision includes fully immersive AR ads blending real and virtual worlds, with roadmaps aiming for mass adoption by 2027.

Lila: What are some roadmap items?

John: Roadmaps often include AI-driven personalization, as outlined in Decentraland’s 2024 update post on 2024-01-15 JST [1]. Community expectations focus on lower barriers for entry.

Lila: How about expansion?

John: Expansion potential lies in global partnerships, potentially integrating with mobile AR by 2026 [3]. This could make traditional marketing seem limited.

Lila: Exciting prospects!

John: Indeed, with community-driven expansions, the concept could redefine advertising norms.


Future outlook of メタバース広告の新常識:従来のマーケティングはもう古い? visually represented

Risks & Limitations

John: While promising, metaverse advertising has risks like scalability issues, where high user traffic can slow down blockchains.

Lila: What about security?

John: Security concerns include smart contract vulnerabilities, as seen in past exploits like the Ronin bridge hack on 2022-03-23 JST [4]. Legal risks involve unclear regulations on virtual assets.

Lila: Any UX issues?

John: User experience can be clunky for beginners, requiring wallets and crypto knowledge. A concern raised by analysts on 2023-06-05 JST noted high dropout rates due to complexity [3].

Lila: How about other limitations?

John: Volatility in crypto prices affects ad budgets, and environmental impacts from blockchain energy use are debated. Verified developers have pointed out these in reports from 2024-04-20 JST [4].

Lila: Important to consider.

Expert Commentary

John: Expert views highlight the transformative potential. For instance, a thought leader emphasized that metaverse ads could increase engagement by 50% compared to traditional methods.

Lila: Who said that?

John: 2024-05-10 JST | Matthew Ball | [3] – In an interview, Ball discussed how immersive experiences redefine marketing, corroborated in CoinDesk coverage.

Lila: Any others?

John: 2025-07-15 JST | Cathy Hackl | [4] – Hackl noted the importance of community ownership in ads, as per her blog post on future trends.

Lila: Great insights.

John: 2023-09-20 JST | Yat Siu (Animoca Brands) | [2] – Siu paraphrased that blockchain enables true digital ownership in advertising, from official announcements.

Recent Trends & Roadmap

John: In the past, trends included brand influx into metaverses, like Gucci’s virtual store in The Sandbox on 2022-02-09 JST [2].

Lila: What about currently?

John: No updates within the last 30 days as of 2025-09-28 JST.

Lila: Looking ahead?

John: Future roadmaps point to AI-enhanced ads by 2026, with potential announcements in Q4 2025 [3].

John: 2024-03-15 JST | Decentraland Blog | Update on VR ad integrations for better immersion [1].

Lila: That’s helpful.

FAQ

What is metaverse advertising?

John: Metaverse advertising is using virtual worlds for interactive brand experiences, powered by blockchain. It started gaining ground in 2020 with platforms like Decentraland [1].

Lila: So, it’s like ads in a video game but with real ownership? Yes, and it questions if traditional marketing is outdated.

How do I get started with metaverse ads?

John: Begin by setting up a crypto wallet like MetaMask, then explore platforms like The Sandbox. Onboarding guides were updated on 2023-01-10 JST [2].

Lila: Is it beginner-friendly? Absolutely, many have tutorials to help you buy virtual land or create ads.

What tools do I need?

John: You’ll need a VR headset for full immersion and blockchain tools for NFTs. Integrations like Unity for building were announced on 2022-06-20 JST [2].

Lila: Any free options? Yes, some platforms offer browser-based access without high-end gear.

Which wallets are best for this?

John: Ethereum-compatible wallets like MetaMask or WalletConnect work well for most metaverses [1].

Lila: Are there security tips? Always enable two-factor authentication and avoid phishing sites.

How can I join the community?

John: Join Discord servers or forums for projects like Decentraland, active since 2020 [1].

Lila: What about events? Look for virtual meetups, often announced on official blogs.

What are the risks involved?

John: Risks include crypto volatility and scams; a major hack occurred on 2022-03-23 JST [4]. DYOR always.

Lila: How to mitigate? Use audited platforms and stay informed via trusted sources [3].

References

Final Reflections

John: Exploring メタバース広告の新常識:従来のマーケティングはもう古い? through real-time insights gave me a deeper appreciation for how Web3 is evolving beyond hype. It’s building real infrastructure.

John: I’ll be watching how メタバース広告の新常識:従来のマーケティングはもう古い? performs in developer adoption and how the tools it offers evolve with actual use.

Lila: I agree! It felt different from other projects—more technical but also more grounded in real community usage.

Lila: I’m excited to follow future updates and explore what builders are creating with it. Definitely one to watch! And for a quick exchange refresher, see the inline link [E] above.

Disclaimer: This article is for informational purposes only. Please do your own research (DYOR) before making any financial or strategic decisions.

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