How ComplexLand provided advertisers with space to play in the Metaverse

Complex Networks’ ComplexLand emerged from the need to replace some of the revenue lost when the pandemic closed ComplexCon, the publisher’s largest shopping and entertainment event.

However, the first virtual event in the Metaverse in December 2020 spawned a franchise that publishers now consider to be a permanent addition to their event business.

This is also a potentially beneficial addition given the fact that some media buyers say that the CPM of metaverse events tends to exceed the CPM of face-to-face events.

The third iteration of the Metaverse event, called ComplexLand 3.0, took place May 25-27 and was attended by eight sponsors. All of these sponsors focused on establishing relationships with Web3 native audiences and creating interactive brand awareness campaigns. Brand partnership svp at Complex Networks, acquired by BuzzFeed last year. And despite the fact that shopping is at the heart of ComplexLand, he added, sponsors of this year’s event weren’t over-focused on getting people to buy products when outlining the goals of the campaign. I did.

“This is counter-intuitive, but as long as it’s a low-goal tactic, you won’t find Complex Land. [because] You’re literally there to shop-it wasn’t really the focus from a brand partnership perspective, “Mazzacano said.

Instead, the eight sponsors wanted to meet viewers in this new Web3-based environment and establish themselves as a brand that is willing to experiment in this new digital space. Two advertisers, Pizza Hut and Lexus, have taken up the NFT (Non-Fungible Token) project as part of their campaign, while another advertiser, Fidelity, has sponsored the ComplexLand Metaverse map while NFT’s Exchange Traded Fund (NFT). ETF) was advertised.

For clients with whom Trey Dickert, media and strategy VP of media purchasing agency MediaTwo Interactive, has collaborated, the Metaverse Experience is despite the initial interest in the high level of engagement with attendees that these events typically boast of. It’s actually out of reach of your budget. ..

“price tag [of an in-person event] Much lower because there are many other sponsors that are part of it in different tiers [in cost] From the main sponsor. For Metaverse events, we usually didn’t see different levels of sponsorship, “said Dickert.

A Complex spokesperson refused to share how much sponsorship revenue increased year-over-year and how much revenue ComplexLand 3.0 generated overall. From the first ComplexLand (held in December 2020) to the 2.0 version, sponsorship revenue increased by 60% and the number of advertisers increased from 7 to 8, according to a spokeswoman.

There were also eight advertisers in ComplexLand 3.0 this year, but Mazzacano refused to share hard numbers and average rates because most campaigns are very custom and not so attendees. Said that the rate increased year by year in response to the increase in. t Follow the standard price.

Complex charges $ 80- $ 500 to attend ComplexCon, while ComplexLand is free for attendees to make Metaverse events accessible and attract audiences around the world. According to the company, from last year’s event to this year’s event, registrations increased by 10%, total pageviews increased by almost 20%, and pageviews per session increased by 22%. A spokeswoman refused to provide the total number of attendees for the event. In addition, people from about 200 countries participated in the event at Metaverse, Mazzacano said.

As the barriers to entry for people to explore the Metaverse become lower, Dickert is optimistic and the cost of clients is lower.

“If it continues to grow in popularity, Oculus headgear gets cheaper and cheaper, and people continue to adopt it, [involvement in the metaverse] It will go down within the overall cost range, “Dickert said.

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