Ocean Outdoor, LandVault launch world’s 1st Web 3 metaverse DOOH package

DOOH media owner Ocean Outdoor has launched the world’s first cross-platform Web 3 metaverse OOH package with retailer Argos as its brand partner.

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

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

Argos campaign manager Becky Desert said: “This campaign is part of a reappraisal strategy for Argos where we hope to drive consideration and awareness of more premium products and brands that some people don’t think of Argos for.

“Part of changing shoppers’ minds is about what we say but it’s also important that we show up in new, interesting and relevant contexts. That’s why we jumped at the opportunity to appear in the metaverse, particularly for this campaign that is centred around desirable tech.”

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

Each of the screens occupy key locations within Somnium Space platforms to deliver maximum engagement and reach in highly trafficked and immersive areas like a conference centre, a GenesisVR Disco Club, a concert hall and the most popular metaverse gaming zones.

Areas include Decentral Games, the busiest single area within Decentraland, accounting for more than 60 percent of all traffic. Individuals visiting these areas will play games for between two and three hours per day, with more than 60% of them being returning visitors. The ad placements are all natively integrated with the venues, enabling both brand advertising spots and the “teleportation” of visitors to the advertiser’s venues.

Using LandVault’s In-Play technology, Ocean’s virtual billboards synchronise with the creative displayed on their real-world DOOH counterparts, providing an indisputable link to the core Ocean product and the wider addressable market.

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

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

This is a landmark moment for the metaverse, as the LandVault technology opens a new business model for creators: advertising. Until now, creators of virtual experiences relied on NFT sales or complex brand partnerships reserved for the largest creators. With the offering powered by LandVault and Ocean, every creator can monetise their content in an automated way; and brands can now extend their reach into the fast growing Web 3 metaverse.

Landvault CEO Sam Huber said: “The metaverse is estimated to be a $trillion opportunity over the next decade, becoming a more immersive version of the internet. It is imperative for brands to jump in early and learn the ropes of this new channel to not be left behind and benefit from being an early adopter. The LandVault programmatic infrastructure enables brands to target audiences in these new environments using tools they know and understand.”

“This is a truly unique moment for metaverse since it provides the first ever ability for audiences to connect with brands and physical items in an immersive cross-reality way. Moreover, owners of these NFT billboards will be getting direct revenue from these campaigns allowing them to reinvest parts of profits directly into generating more content and organising better and bigger events at their locations thus generating more visibility for brands,” said Artur Sychov, founder and CEO of Somnium Space.

Production credits

Media agency: PHD 

Specialist: Talon

Creative agency: The & Partnership