Reklama w metawersum. Perspektywa rozwoju internetu i reklamy internetowej
Advertising in the Metaverse. The perspective of Internet development along with online advertising

Summary/Abstract: ‘The Metaverse’ is a collective term for virtual worlds that enable users to interact, build communities, and provide entertainment. The article presents advertising in the Metaverse from the perspective of the stages of Internet development, online advertising, and the application of blockchain technology in advertising. The research method used included literature reviews and in-depth interviews with representatives of companies involved in online advertising, metaverse advertising, and blockchain technology. The findings indicate that advertising in the Metaverse shares many characteristics with early-stage Internet advertising. However, according to the respondents, advertising in the metaverse is characterized by greater immersiveness, a focus on long-term brand building, and is associated with greater risks related to the context of its display. Typical advertisers in the Metaverse are large companies with an established brand operating in the individual consumer market.

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