Uttopion and Exterior Plus create the first outdoor advertising circuit in the metaverse

More than five hundred commercial spaces make up the first outdoor advertising circuit created in the Spanish metaverse Uttopion and managed by Exterior Plus.

The agreement between Uttopion, the first Spanish metaverse, and the national digital outdoor advertising company Exterior Plus "It is a milestone for the future of this sector, since brands will be able to bet on hybrid communication actions that combine reality and virtual world".

This first circuit of outdoor advertising on the metaverse it consists of more than five hundred commercial spaces and, as they point out in the joint communiqué, “llega como respuesta a la necesidad de innovación que demanda el mercado actual y a la firme orientación a la disrupción que caracteriza a ambas compañías”.

Uttopion es un metaverso pionero en segmentar su contenido en comunidades cualitativas, que cuenta actualmente con Musichood, dedicada a la música, and SportsVilla, centrada en los deportes, donde ya se han realizado más de doscientos eventos desde que iniciaran su actividad y a los que cada vez se acercan más marcas de diferentes sectores.

Los diferentes espacios que conforman el primer circuito de publicidad exterior en el metaverso se distribuyen por estas comunidades en distintos formatos, how mupigramas, monopostes o marquesinas, that offer "a simple way for advertisers to reach a very complex audience, young and gamer, as they are non-intrusive and integrate naturally into the life of the virtual community, making it a very effective advertising".

Through HYPE, the experiential area of Exterior Plus, brands will also be able to take advantage of the different spaces and events held at Uttopion to promote interactive experiences such as product placement, Activations, games, meetings, Etc.

At this point, the digital creative agency Darwin & Verne, which has a business unit dedicated to the metaverse (Metaverne), will be in charge of developing the contents for each project.

As they point out from Exterior Plus, "We have always enhanced emotions as a way to reach the audience effectively, with the realization of advertising campaigns based on the technological avant-garde and differentiation, as with the lighting of the façade of the HOTEL RIU Plaza España with the launch on Netflix of Sky Rojo or the choreography of more than two hundred drones to present the new Volkswagen ID. Buzz".

This agreement is an important step in the ambit phygital, since for the first time it will be possible to carry out advertising campaigns that simultaneously combine a product launch in the real and virtual world.

For its creators, it is "a pioneering commitment to the metaverse as a new communication channel to reach different audiences in a more innovative and disruptive way".

So he says Pablo Gonzalez Ayala, CEO of Exterior Plus: "As the number one company in digital outdoor advertising we also want to lead the entry into new environments such as the metaverse. The future of advertising goes through mixed realities that explore the concept phygital and this circuit opens up a new range of possibilities for brand communication."

for Soraya Cadalso, co-founder of Uttopion, "Exterior Plus is positioned as a major player in a revolution phygital, the bridge between the physical and digital worlds, approaching the new forms of consumption and what is already a reality: the metaverse".

Other articles on Darwin & Verne, Exterior Plus, Uttopion