These Argos billboards will display IRL and in the metaverse

UK – Argos is launching cross-platform advertisements, with billboards showing simultaneously in the metaverse and on roadside screens in the real world. The launch is a partnership with digital media group OceanOutdoor and metaverse specialist LandVault. British catalogue retailer Argos, known for its physical stores, wants to move away from traditional channels and experiment with more cutting-edge technology.

OceanOutdoor will offer support in creating the infrastructure for the cross-platform billboards and LandVault will synchronise the content between physical and virtual billboards. Physical billboards are being placed on roadside screens, including a Holland Park roundabout in London, with a digital copy of the billboard in the metaverse.

The campaign will be one of the first of its kind, immersing audiences in a cross-platform experience. ’This is a truly unique moment for the metaverse since it provides the first-ever ability for audiences to connect with brands and physical items in an immersive, cross-reality way,’ says Artur Sychov, founder of Somnium Space.

Online game Roblox also experimented with in-game advertising, showing how brands are diversifying their channels and using the metaverse to gain maximum exposure.