Retail Trends

Trend - As metaverse platforms gain popularity, various brands are integrating virtual out-of-home (VOOH) ads into their campaigns. Like traditional out-of-home advertising, VOOH formats consist of billboards and signage. However, with VOOH, these ads are on display in completely virtual worlds.

Insight - While the metaverse provides new opportunities for direct-to-you marketing, the kind of ads associated with these strategies can feel invasive and overwhelming for consumers. Because of this, brands are testing out VOOH ads, as these formats mimic the passive style of real-life billboards and signage. In doing so, they are catering to consumers' desire for less intrusive digital advertising while introducing a novel — and appropriately "meta" — tactic for capturing attention.