In the metaverse, the shopping and advertising systems are intertwined and personalization is increasing. In this way, Meta can open up new and larger sources of income – especially if the group is increasingly integrating digital into reality via augmented reality.
The 2019 Meta-approved patent “Determine the appearance of objects in a virtual world based on the care of object appearance” describes an advertising system that shows you product designs tailored to your preferences in a virtual store.
Single VR advertising worlds
In simple language, this means: you and your Metaverse friends climb into a virtual store whose structure is the same for everyone. BUT: You see different products that match your individual preferences.
The Internet system planned by Meta receives “sponsorship requests to sponsor the appearance of one or more elements in the virtual world”. During presentation, according to the patent, the system chooses the appearance of the default object from the ad data provided that it “matches user characteristics” and displays it.
This is the auction-based web ad template from Meta – or Google – taken to a virtual world: There is a fixed place for an ad on a website or in an app, which the highest bidder might fill with an ad.
What is interesting to Meta is that – in the case of a self-managed Metaverse environment – it can also charge a transaction fee in addition to an advertising fee, if the user decides to buy. Amazon’s marketplace strategy can serve as a model here. If there is also something real about the digital good – like sneakers being delivered to an avatar and in fact – the sales potential grows even more.
AR mode: digital goods in reality
Now imagine that the sneaker no longer had to be produced in real life, but instead that digital use was transferred to reality via augmented reality. People can wear custom-designed “sneakers” from the 3D printer, on which their favorite design is projected using augmented reality glasses.
This could trigger new fashion trends, is probably more resource efficient and should be especially popular with future generations who identify at least as strongly with their digital identity as with their real existence (listen to this: MIXEDCAST #274 – Metaverse Trolls ).
“It’s an interesting thought experiment when you walk around for a day and think to yourself: How many things in my life do not need to exist physically and can easily be replaced by digital holograms in a world with [Tech-] Glasses,” Meta CEO Mark Zuckerberg said in the summer of 2021. It’s part of the Metaverse vision that we have a lot of digital goods, including digital clothing. “
The VR store advertising system described above can also be extended to real stores with augmented reality: you enter a physical store and are presented with digital goods.
However, in such an advanced science fiction scenario, the physical store would likely have had its day in many cases. And there are countless question marks in this example: the necessary technology does not exist, and it is not expected whether these concepts will be accepted by young people. Ultimately, the individual digital worlds embedded in the shared reality will change dramatically and possibly divide social interaction. What do people who don’t want to participate in mixed reality see – a boring reality like the one portrayed by Keichi Matsuda?
Perhaps because of this complexity, Zuckerberg began focusing on virtual reality. There, a variety of environments can be controlled and controlled. The appropriate concepts and systems can thus be tested and created more easily, and users can get used to them and integrate them into the ecosystem – before further expansion of metaverse becomes actually technically feasible and socially feasible.
Read more about the Metaverse: