Ocean Outdoor and LandVault launch the world’s first Web 3 Metaverse DOOH bundle

Ocean Outdoor, owner of Digital Media Outside the Home (DOOH), has launched the world’s first outdoor metaverse Web 3 package with retailer Argos as its brand partner.

Argos uses the space on the metaverse screens as part of its strategy to drive interest and awareness of premium products and tech brands.

The Double World campaign has also appeared on the Ocean’s Holland Park Roundabout trilogy in London alongside an NFT replica of the same billboard inside the Somnium Space VR Metaverse and is running across roadside locations in Birmingham and Manchester until 23 October.

Becky Desert, Argos Campaign Manager, said: “This campaign is part of Argos’ reassessment strategy as we hope to increase interest and awareness of more premium products and brands that some people at Argos don’t think about.

“Part of changing shoppers’ minds is about what we say but it’s also important that we appear in new, interesting and relevant contexts. That’s why we took the opportunity to be featured in the metaverse, particularly for this campaign focused on coveted technology.”

Working in partnership with LandVault (formerly Admix), Ocean’s metaverse collection includes 45 digital billboards in Decentraland, Somnium Space and the three NFT locations in Ocean – Loop, Holland Park Roundabout and Four Dials Westfield Stratford City that were auctioned last year. These are located in Somnium Space.

Each screen occupies prime locations within the Somnium Space platforms to provide maximum engagement and access to highly immersive and crowded areas such as the Convention Center, GenesisVR Disco Club, Concert Hall and the most popular metaverse gaming areas.

Areas include decentralized gaming, Decentraland’s busiest single area, accounting for more than 60 percent of all traffic. Individuals visiting these areas will play games for two to three hours per day, and more than 60 percent of them are returning visitors. All ad placements are natively integrated with Places, allowing both brand ad spots and “instant transport” of visitors to the advertiser’s premises.

Using LandVault’s In-Play technology, Ocean’s virtual billboards synchronize with designs displayed on their real-world DOOH counterparts, providing an indisputable link to Ocean’s core product and the broader instructable market.

Catherine Morgan, Director of Ocean Labs, said: “The launch of Ocean’s metaverse offers brands the opportunity to create dual global campaigns, providing access to early adopters of tech-savvy young adults across the DOOH real-world network and in the virtual world.

“For brands, we are creating an easy access point to the metaverse where they can test and learn without having to invest in purchasing land.”

This is a defining moment in the metaverse, as LandVault technology opens up a new business model for creators: advertising. Until now, virtual experience creators have relied on NFT sales or complex brand partnerships dedicated to the biggest creators. With LandVault and Ocean powered offering, each content creator can monetize their content in an automated way; Brands can now extend their reach into the fast-growing 3 metaverse web.

Landvault CEO Sam Huber said: “The metaverse is projected to be a trillion dollar opportunity over the next decade, becoming a more inclusive version of the internet. It is imperative that brands jump in early and learn the ropes of this new channel so that they are not left behind and benefit from Being an early adopter, LandVault’s software infrastructure allows brands to target audiences in these new environments with tools they know and understand.”

“This is a truly unique moment for the metaverse as it provides the first ever ability for fans to connect with brands and physical items in an immersive way across reality. Furthermore, owners of these NFT billboards will get direct revenue from these campaigns allowing them to reinvest portions of the profits directly in generating more content and organizing better and bigger events on their sites, which leads to increased visibility of brands.” CEO of Somnium Space.

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