Ambient Advertising in Metaverse Smart Cities

Abstract

The paper analyzes the main aspects of ambient advertising, metaverse and smart cities. This type of advertising is creative, relatively inexpensive and uses the context of a city’s area to provide a new experience to its residents and tourists. The article aims at displaying the overlapping of this marketing communication with the urban context and how both companies and municipalities could benefit from using it. The types of ambient advertising are studied, as well as their application in the communication of organizations with people in cities. Through content analysis and case studies the connection between ambient advertising and metaverse urban areas with its residents is studied. This paper adds on several previous studies [1, 2, 3] and some others in the context of smart cities and metaverse ambient advertising, while proposing an additional method of tracking user experience – eye tracking. Key elements of ambient advertising, the metaverse and smart cities are studied, as well as interactivity and connectivity. Through the analyzed examples the positive aspect of using this marketing communication is displayed, since it makes it possible for the residents to see the same environment in a new and interactive way. Thus, the connection between them and the urban space becomes stronger and more entertaining. This paper could be of interest to academicians and practitioners in the sphere of marketing and advertising, as well as representatives of municipalities, who aim at providing their residents an additional level of experience with the urban areas of the future.