Advertising in the Metaverse

Abstract

As the metaverse grows, leading businesses are already searching the metaverse for potential advertising partners. This article explores whether advertising in the real world can be directly applied to the metaverse. Through the method of literature review, this article summarizes some extant readings and proposes that with the characteristics of decentralization, shared environment, and immersion in the metaverse, advertising will be different from the real world. Moreover, the challenges and problems that brands will face are also raised. This article provides a reference on advertising strategies for brands who want to enter the metaverse, and also lays the groundwork for further in-depth research.