Why traditional advertising needs to be kicked to the curb in Web3
It seems pretty clear that traditional advertising isn’t going to work in whatever the metaverse will turn out to be — after all, what “effective advertising” means has had to change with every iteration of the online and digital world.
In Web 3, the new iteration of the web, based on the blockchain, the creators are in control, not the platform — and they control the monetization of their content too. In fact, Web 3 offers so many ways for creators to own, control, and make money from their content that they won’t be prioritizing traditional disruptive advertising. But brands still have a place in Web3, as long as they add value to the experience through product placement or giveaways, or create new ways to interact.
What will that look like? To discuss the potential issues, obstacles, and opportunities that Web3 and metaverse might offer up, Dean Takahashi, lead writer at GamesBeat, was joined by a panel of industry experts, including Samuel Huber, founder and CEO at Admix; Michael Liu, SVP, head of innovation, at Carat; and Doug Rosen, SVP, strategy, business development and digital products at Nickelodeon/ViacomCBS.
Right now, we’re advancing steadily from Web 2 to Web 3, and the pay-to-earn game category, anchored by blockchain and peer-to-peer transactions, is growing even now. Because the data lives on the blockchain, anyone can access and monetize that data, Huber said.
Three top investment pros open up about what it takes to get your video game funded.
“These new games create a new creator economy,” Huber said. “For the first time, it’s not just the big corporation that benefits from the growth of the platform, but also the end users, if they invest at the right time.”
The metaverse platforms we have, like Roblox,
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