Basic Info
Hello everyone. I'm John, a veteran Web3 reporter. Today, I'd like to talk about the new normal of metaverse advertising. Let's explore the facts together and see if traditional marketing methods are truly outdated. The metaverse is a virtual space created on the Internet where people can interact with each other and experience products using avatars. The use of the metaverse for advertising has been gaining attention in recent years.
First, let's review the basics of metaverse advertising. The metaverse began to be discussed in earnest around 2021. For example, on November 15, 2021, Hakuhodo announced a proof-of-concept experiment for advertising within the metaverse [3]. This has led to the spread of a new type of marketing that allows users to experience brands in virtual space. While traditional marketing relies on television and web banner ads, the metaverse can provide immersive experiences. For example, users can visit a virtual store and try on products.
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Here are some of the benefits of metaverse advertising listed in a 2024-01-11 JST Metaverse Research Institute article [1]. The first is a COVID-19 pandemic countermeasure due to the shift to online. The second is reaching a wide range of customers. The third is increased appeal through virtual experiences. The fourth is strengthening brand loyalty. The fifth is high cost-effectiveness. These are based on actual cases.
Let's consider the difference from traditional marketing. Traditionally, there has been a lot of one-way advertising, but the Metaverse allows for interactive (two-way) engagement. For example, a 2024-01-22 JST report by the Metaverse Research Institute stated that Hakuhodo has become the first company in Japan to sell Metaverse advertising space.[4] This allows companies to build new customer touchpoints in virtual space.
Technology Pillars & Architecture
Next, let's look at the technology that supports metaverse advertising. The metaverse is based on a combination of blockchain technology, VR (virtual reality), and AR (augmented reality). Blockchain is a system for decentralizing and managing data, increasing transparency. For example, it allows users to own virtual goods using NFTs (non-fungible tokens).
The first pillar of the architecture is the metaverse platform. A comparison article by JST on 2025-04-16, ASPIC, introduces various platforms [2]. These can also be used as virtual office tools and allow for advertising integration. For example, platforms like Decentraland and The Sandbox allow advertising to be placed on virtual land.
Another pillar is Web3 technology. Web3 refers to a decentralized internet based on blockchain. An article by ECC Lab in JST on January 26, 2022, explains that the metaverse will change marketing by utilizing blockchain and NFTs.[5] Here, ad tracking will be made transparent by blockchain, moving away from the traditional reliance on cookies.
Let's consider a specific architecture. Metaverse advertising uses smart contracts (automatically executed contract programs) to manage ad display and rewards. For example, when a user participates in a virtual event, tokens are awarded. This shifts from the traditional pay-per-click model to an experience-based reward model.
Furthermore, an article by MiT Software published on February 17, 2022, stated that Web 3.0 will make metaverse advertising safer and more transparent.[7] It combines artificial intelligence and protects user behavior data with blockchain technology. Here, we will briefly summarize the technology flow: first, choose a platform, then integrate NFTs, and finally launch an advertising campaign.
Community & Ecosystem
The metaverse advertising ecosystem is built on collaboration between companies, developers, and users. For example, a BizTech press release on March 28, 2023, published a Japan Web3 Chaos Map, listing over 160 companies in the metaverse industry.[3] This shows that the number of advertising-related players is increasing.
Examples of communities include major advertising agencies such as Hakuhodo and Dentsu. On January 22, 2024, JST's Metaverse Research Institute reported that Dentsu provided a system for the Tokyo Game Show VR.[4] These companies are positioning the Metaverse as part of an ecosystem and building a new standard for advertising.
User communities are also important. On the metaverse platform, a DAO (decentralized autonomous organization)-like mechanism will be used to discuss the direction of advertising. For example, an article in the Asahi Shimbun newspaper on April 14, 2022, explained that Web3 will create communities that emphasize ownership.[6]
Across the ecosystem, collaboration between blockchain companies and advertising agencies is progressing. A column by Ad-Virtua on 2024-12-03 JST explained why metaverse marketing is gaining attention [3]. An active community here will also increase the effectiveness of advertising. Why not join this ecosystem?
Furthermore, an article in the magazine Sukko Marketer on 2025-04-25 JST states that metaverse advertising creates brand experiences.[8] Community is the key to increasing user engagement.
Use-Cases & Integrations
Let's take a look at some actual examples of how metaverse advertising is being used. A PR EDGE article published on November 11, 2024, introduces 15 marketing examples [6]. For example, it includes events and store development in virtual space. Hakuhodo's metaverse advertising space sales were the first in Japan as of January 22, 2024, JST [4].
Another example is the establishment of a subsidiary by CyberAgent, specializing in the development of stores in the metaverse and integrating advertising.[4] This will enable immersive experiences that go beyond traditional marketing.
An example of this integration is incorporating NFTs into advertising. Users receive NFTs when they view an ad and then use them in the virtual world. An ECC Lab article published on January 26, 2022, by JST states that this strategy increases engagement.[5]
Additionally, a book published by BOW BOOKS on September 30, 2024, explains the metaverse business through 100 case studies [5]. This shows that there are a wide variety of advertising use cases, such as the integration of OOH (out-of-home) advertising using AR.
Integrating traditional marketing with websites and social media is key. 2022-06-10 JST's BALANCe Magazine recommends taking the risks of the metaverse into consideration when using it.[7]
Future Vision & Expansion
Let's consider the future of metaverse advertising. A note article published by JST on March 28, 2022, predicts that Web3 will revolutionize online advertising. [2] For example, the ubiquity of the metaverse could reshape businesses.
One potential expansion is deep integration with blockchain. A 2021-11-16 JST article on Nikkei xTECH stated that Hakuhodo’s proof-of-concept experiment aims to create a new advertising experience.[4] This could potentially make the metaverse a standard marketing tool in the future.
Additionally, the Tech Forward Chaos Map published on March 28, 2023, shows the growth of the metaverse industry.[3] In the future, personalized advertising (individually optimized advertising) combined with AI will become widespread.
The key to expansion is cross-platform, a mechanism for sharing advertisements across different metaverses. 2022-02-17 JST MiT Software states that Web 3.0 will provide this transparency [7].
Let's imagine the future. As traditional marketing becomes obsolete, the metaverse is the foundation for building a new normal. But we'll plan it carefully, based on a roadmap.
Risks & Limitations
There are also risks associated with metaverse advertising. First, there are technical limitations. The adoption of VR devices is still limited, making it difficult for all users to access. BALANCe Magazine, published on June 10, 2022, explains these risks.[7]
Next, there is the issue of privacy. Even with blockchain, there is still the possibility of data leakage. An article in JST's Helper Marketer on April 25, 2025, cited this as a challenge when implementing blockchain technology.[8]
Another constraint is cost. Metaverse development can be expensive, making it difficult for small and medium-sized enterprises to implement. On January 11, 2024, the JST Metaverse Research Institute warned of the cost-effectiveness of the project, but cautioned against it.[1]
We cannot forget the risk of regulation. If legal regulations regarding cryptocurrencies become stricter, advertising freedom may be restricted. An article in the Asahi Shimbun newspaper on April 14, 2022, stated that ownership rights in Web3 will create new challenges.[6]
Finally, there's the risk of user churn: if the virtual experience becomes stale, advertising effectiveness will decrease. To minimize this risk, start small.
Expert Commentary
Here are some expert opinions. In the Ad-Virtua column published by JST on December 3, 2024, experts stated that metaverse advertising will change the way we think about marketing.[3] They cited the strengths of immersive experiences as the reason for this.
Additionally, a note article published on March 28, 2022, based on Accenture's Technology Vision 2022, commented that the ubiquity of the metaverse will change business.[2] It will revolutionize advertising in a world where data cannot be contained.
Hakuhodo experts said at Nikkei xTECH on November 16, 2021, that they are currently experimenting with virtual advertising experiences.[4] They pointed out that this could potentially go beyond traditional marketing.
Furthermore, a 2025-04-25 JST assistant marketer is of the opinion that companies’ use of the metaverse will improve engagement.[8] Experts recommend that it be introduced with caution.
These comments show the potential of metaverse advertising. We hope you will take these comments into consideration.
Recent Trends & Roadmap
Let's look at recent trends. As of September 28, 2025, there have been no updates in the last 30 days. However, the Helper Marketer article on April 25, 2025, is the most recent, providing basic information about metaverse advertising.[8]
One trend is the innovation of advertising by blockchain companies. 2024-12-03 JST's Ad-Virtua reports that metaverse marketing is gaining attention [3].
In the example of the roadmap, Hakuhodo's efforts are ongoing. As of 2024-01-22 JST, they have started selling advertising space and plan to continue expanding it.[4]
Also, the ASPIC comparison on 2025-04-16 JST shows that platform evolution is a trend [2]. In the future, there will be more AI-integrated advertising.
Overall, metaverse advertising is expected to become more widespread in 2025. There have been no updates in the last 30 days (as of 2025-09-28 JST).
FAQ
What is Metaverse Advertising?
Metaverse advertising is a form of marketing that allows users to experience a brand in a virtual space. Unlike traditional banner ads, it is interactive.[1]
How is it different from traditional marketing?
While traditional communication is one-way, the metaverse is immersive and user-participatory. An example of this is the work of Hakuhodo [4].
What are the risks?
There are issues of privacy and cost, so caution is required when implementing it.[7]
How should a beginner get started?
Choose a platform and start with a small campaign. Refer to the exchange guide [internal link].
What are the future trends?
The integration of AI and blockchain will increase.[8]
References
- [1] Official website or official blog — https://metaversesouken.com/metaverse/ads-3/
- [2] Technical documentation (either Whitepaper/Docs/GitHub) — https://www.aspicjapan.org/asu/article/36306
- [3] Trusted Media Article — https://ad-virtua.com/column/meteverse-marketing/
- [4] Public Announcements, Audits, Reports, etc. (Non-X) — https://metaversesouken.com/metaverse/ads/
- [5] Major aggregators — https://ecclab.empowershop.co.jp/archives/74530
My Feelings, Then and Now
Finally, if you are interested in the world of Web3, start by choosing an exchange.This guideをどうぞ.
The New Standard for Metaverse Advertising: Is Traditional Marketing Outdated? By tracking this with verifiable information, we can see that Web3 is not just a fad, but is progressing toward infrastructure development. Going forward, we will be paying close attention to the growth in developer recruitment and how the provided tools will mature in actual operation.
免責事項: This article is for informational purposes only. Please be sure to conduct your own research (DYOR) before making any investment or strategic decisions.