Everyone is talking about the metaverse - but what is the actual potential of the current technology trend? And what role do artificial intelligence, virtual reality, blockchain, cryptocurrency and NFTs play here? The fact is that a market worth billions is opening up and companies need to develop an understanding of the potential of the metaverse. Because only then can we assess how we can profit maximally from the Internet of the future.
In our webinar Thomas Böhme (Director Channel & Alliance of rooom AG) and Christian Rainer (Head of Paid Advertising of diva-e) showed you
the beginnings and developments of Metaverse up to the status quo
application possibilities in different business areas
concrete examples of application scenarios
recommendations for taking the step into your own metaverse
an outlook on what is still to come
Transcript of the webinar: All about the Internet of the future.
Carolyn Engels: Yes, welcome and good morning to this webinar all about Metaverse. We're very pleased that so many of you have joined us on this platform today to watch the webinar. My name is Carolyn Engels, I've been with diva-e since the beginning of the year, I lead the marketing team and I'm also responsible for the topic of webinars, among other things. That's also one of the reasons why I'm sitting here today. And, yes, the many registrations have also shown us that we have definitely hit a nerve with this webinar. And, of course, we hope that you enjoy the webinar and that you will also be able to take away lots of impulses and inspiration for your everyday work.
Of course, we want to keep the intro as short as possible, because we have a lot to do today and don't want to make too many preliminary remarks. Nevertheless, it is of course appropriate to briefly introduce the speakers. This webinar is a partner webinar, i.e. diva-e is cooperating with its partner rooom. The webinar came about through joint discussions. Together, we discovered that the topic of metaverse is one that is really, really on the minds of our customers at the moment. It's a topic that's not just a trendy topic, but one that really needs to be explored, needs to be understood, because there's an insane amount of potential here. And we have found that if we pool our knowledge and expertise in this partnership, then we are actually the ideal duo to introduce this topic and share information accordingly.
You have two terrific speakers today. One is Christian Rainer. Christian Rainer is Head of Paid Advertising at diva-e, has been with the company since 2019, and he and his team take care of the big complex topic of paid advertisting. So they really take care of everything that somehow has to do with paid marketing activities. And on the other side, you have Thomas Böhme with us today as a speaker. Thomas is Director Channel & Alliances at rooom. Thomas has a special hobbyhorse, which is the topic of customer experience and he already has 24 years of professional experience in the field of IT, which means that there is little you can fool him and tell him. He is, so to speak, an old hand in this field. And as you can see, with this duo, with these two gentlemen, you are in the best possible hands today. So you don't have to worry about that, so to speak. We'll take a very brief look at the agenda so that you can see once again what you can expect today in this webinar.
So first of all, we're going to start off by taking another look at the term metaverse. What is it anyway, where does it come from, hasn't it been around for a while, and what is actually a modern, up-to-date definition of the topic? We'll take a look at a few areas of application in companies, because the topic is of course chic and it's fancy, but the question is, of course, how do I actually implement it profitably in company areas in order to optimize processes and, of course, optimally increase sales. We take a closer look at the topic of Brand Experience & Commerce, then move into the exciting field of marketing in the metaverse. We then venture an outlook on what we believe is still to come. And of course, there will be some room for your questions at the end, which we are particularly looking forward to. This is a platform that rooom has developed. And the fact that it looks the way it does and that it all works technically like this is mainly thanks to Natalie, my colleague from rooom, to whom I would now also like to hand over the floor very briefly.
Natalie Weigelt: Thank you. Yes, that's right, Natalie from rooom, Head of Marketing. And I would give a very small insight once again, guide through the platform so that no questions remain unanswered. Then at least in terms of communication during the event. And for that, I'll share my screen very briefly.
And there you can see the platform. I'm just here in the live, yes, area, that is, here you can see the stream, which I hope you're also seeing right now. We are very happy if during the event also like to give a little reaction. So please give a thumbs up or even a round of applause for the respective speakers, a little feedback. We are very happy about that. Otherwise, we are of course happy about questions, gladly accept. Just type them in here in the little field and send them off. We will go into it again at the end, yes, of the webinar, depending on the time. Yes, depending on how much we still manage, how much time is left. But then you are welcome to ask questions during the webinar and we will respond to them. We have also prepared one or two questions ourselves. The also gladly use, vote. There will also-, or there will be the two speakers then also once again respond to it, in order to get a little mood, yes, and under the program item also once again find some information about the speakers. Afterwards, the livestream or the webinar will also be available. To do this, you can also go to Program, if you are now also in the live. Under this program item you will then find the presentation again, further back the information about the speakers. The video as a recording will be available afterwards. In addition, there is once again the opportunity to find out about the two partners, about the speakers. And after the webinar, if there are any questions left unanswered, we would like to invite you to visit the networking area again. There you can reach the two speakers again, ask a question via chat, create your own business card and visualize it. You can then do that in your personal area. Exactly. And with that, I would also already give back to the speakers and look forward to a great webinar and, yes-.
Carolyn Engels: Great. Thank you very much, Natalie. Then I'll share my presentation again respectively the window and then you would have to see all of that and then I would say I'll hand over directly to the Thomas as well.
Thomas Böhme: With pleasure. And also good morning from my side and nice to have you all with us. Then I'll quickly request the remote control.
Exactly. Natalie has already said it, we would like to capture a bit of a mood picture as well, of course, how you are already, yes, in connection with this topic of Metaverse. And, exactly, now also something happens. Because it is of course also a point to say that this-, This topic is of course very present on the one hand, of course especially present for us as a software provider in this environment. That's why it's always good to ask: What does everyone else think about this? And in principle, we conducted a small survey on this topic. Natalie had already shown you where you could find it. We just wanted to see a little bit, get some feedback. How busy are you with the topic of metaverse already, without us having already started a clear definition of the term and, yes, are there perhaps already areas of application. And, yes, like to go there now on this area and vote. Then I give a very short moment to get there, but can also in principle already continue talking, so as not to lose too much time there now.
And, yes, maybe before we get into the topic in a very concrete way. I think that some people are not yet familiar with rooom as a company name. Some may have thought, ok, there's one O too many. No, we deliberately describe ourselves with three O's, because we are, yes, believers in the three-dimensional world. Six years ago we had the idea to revolutionize the digital world. We are currently celebrating our sixth birthday. We now have over 120 employees, mainly in Germany at four locations, but also in the USA with one location. And yes, our great passion is the whole topic of 3D, augmented reality, virtual reality, extended reality. That's what we called it all a year ago. In the meantime, there is now an umbrella term for it, which makes it a bit easier, sometimes perhaps also a bit more abstract. And of course we are very proud of what we have achieved in the last few years. Among other things, we have received many awards for the platform we developed. I think we've done a lot of things right, and that's also reflected in the customers we've been able to win so far, who went down this path with us early on and also believe in this three-dimensional world. And of course it also makes us a bit proud when Forbes Magazine writes about us. But not so much that it's Forbes Magazine, but much more about the approach, namely this Democratising The Metaverse, which is very important to us.
That this is not something that many people perhaps believe, that when it comes to the topic of what this metaverse actually is, that many people think: "Okay, that's something like that, Facebook, meta. Dear Marc Zuckerberg invented that." Of course not. He has also borrowed from it, has certainly presented it very prominently, and the naming does the rest. For many people, I think, out there, it's really a matter of saying, "What is this actually? Does it affect me? Do I have to deal with it? Is this somehow like Second Life, which I can also forget again? There's no future in it anyway." That's what we would like to do in this webinar, first of all, to demystify and clarify a little bit. And simply connect the question: What is actually this metaverse? And from our point of view, it is, yes, a further development of the Internet as we know it. And back in 2006, there was already a Metaverse roadmap by a few smart people who had been working on this topic. And I thought that was so nice, that's why I have this screenshot with me, because they got to the heart of it. Namely, what happens when video games meets Web 2.0? And that was exactly the approach we took. In the computer world of games, 3D is the norm, whereas in the world of business applications, we are simply two-dimensional. There are obviously historical reasons for this, but it has always moved in this direction. But early on there were approaches to change and revolutionize this to a certain extent, because it's quite clear that we live in a three-dimensional world, in a physical three-dimensional world. And that's why 3D is actually the norm for us.
I'm still a bit stuck with the operation, which is sometimes a bit delayed. Now it's moving along. Yes, and that's why we actually understand the metaverse issue as an evolution of the Internet as we know it. In the first wave there was that at all in the development, in the second wave Web 2.0 the focus was on, yes, mobile experience, social experiences and now we actually have a further evolution in terms of Web 3.0 and of course you could also say Web 3D. Which I think is what it ends up being. And, yeah, what does something like that look like am-, also. In principle, it's an immersive experience, which means that the users who immerse themselves in this world, exactly, do so in exactly the same way. It's an immersion in a world, it's an experience that can be very different. We are very much pursuing the approach that this should happen via a browser, because that is what the users out there are also used to and use. Of course, there is also the possibility of using VR glasses. Of course, we are still in a certain niche market here, but it will certainly continue to develop over the next few years. On the other hand, we then have this point of-, yes, that the possibilities should of course, if this is now also coming, be decentralized from our point of view. That is, not on one platform, but rather, because that is already the name of something like Universe, Multiverse, Metaverse, it should also be on several platforms from our point of view. And the whole thing should be interoperable, which means that it must be possible to exchange data and that it must have the appropriate persistence, i.e. that it is a permanent facility. It is not something that is only there temporarily. And what many people are asking themselves is, yes, how will this actually change our lives, our behavior, our shopping behavior and many other things and our interaction with each other. Personally, I believe that it will have little impact on the traditional way of working and living together. That is, of course, we have been living in a situation for more than two years now that shifts have naturally occurred, inevitably due to the pandemic. This means that traditional retailing, traditional business, has of course moved a bit more into the online world. But I think we're also seeing a countermovement at the moment. This means that people naturally want to interact with each other, and that's a good thing. What will shift, from our point of view, is simply the relationship, so to speak. The Internet as we know it, that is, what we have today, i.e., classic websites, corresponding online stores, these worlds. And the other, of course, is, I'll say, the topic of metaverse itself.
And that brings us to the topic of application areas. And when we did the dry run, we said, okay, we have a lot of topics that we want to include here and give you. Unfortunately, there is not enough time today, so I can only touch on them once. But where we will go into more detail is the whole topic of brand experience and its impact on commerce. We will also be devoting space to this today, along with the topic of paid advertising. Otherwise, of course, we have a very strong topic with, yes, collaboration, future collaboration. And we are seeing it today. We are now in a livestream today. Admittedly on our platform, but that's correspondingly a 2D platform for now today that we have. I think we will also use our three-dimensional platform next time, where we will also have the opportunity to be on the move with avatars. Because quite honestly, I think everyone will agree with me that, of course, due to the last two years of home office, lockdowns, we have said, ok, such zoom meetings are very efficient or teams. But on the other hand, of course, it's also now not, not a special experience. That's something that you can certainly increase and that's what we're doing with our platform that we're also offering here, which you're also seeing to some extent today. But it also goes much more in the direction that there are live avatars, that I can really talk to each other in such a three-dimensional world, that I can exchange ideas, that I can collaborate. On the other hand, what I see as an even more exciting topic, where we still have enormous potential ahead of us, is the whole topic of smart learning. Here, too, we have-, of course, people have become accustomed in recent years to saying that classic online training-. You go into a portal somewhere, then you listen to a few videos, then maybe there's a bit of text, and at the end there's a funny quiz or a certification. It's all not very exciting. And of course, what we're concerned about and what we'd like to move forward with is actually completely new learning experiences. Whether that's really bringing them into landscapes where learning is fun. Both in adult learning, but also, of course, in the, yes, pedagogy of our children. Because it gives us such tremendous opportunities to really dive into worlds and make learning happen in a very different way than we're used to today. So really leaving the traditional classroom. And there are really great areas of application. Both in the service sector, of course, but also for, let's say, complex manufacturing, right up to explaining machines that I would otherwise have to fly in people to train somewhere. And the fourth area is somewhat related to the topic of customer and smart learning. Of course, customer service is often about how I can help people efficiently and support them in finding the right solution. And we have developed a solution called 3D Manual. This means that there is still enormous potential in this area. Very often, you simply get an instruction manual with a product. Sometimes it's helpful, but often it's not. In the best case today, you go to YouTube and watch some do-it-yourself videos. That's sometimes quite helpful, but often not necessarily always helpful, because you rarely find yourself in the same situation. And that's why it makes a lot of sense if I really have step-by-step instructions where I can see how everything is done. As I said, we would like to go into this more, but we still have a whole series of webinars ahead of us, where we will certainly make this a topic.
That's why we're moving on to the topic of brand experience and commerce in the metaverse. Because very specific use cases are emerging that can already be commercialized today and already offer a real return on investment for companies. This is also shown by the studies that already exist in this area. If we now start with the topic of brand experience, then we are of course in the area that I mentioned a bit at the beginning. To say what is the advantage compared to a classic website, which today often looks very good, but at the end of the day it is a collection of images, texts, and videos. I just can't immerse myself in this world. And here, of course, with such a three-dimensional world, I have a completely different story. Really, that the visitor becomes part of this story, that brands can act completely differently, that brand messages can be placed completely differently. As far as the topic that Christian will show later, how I can of course also play out advertising accordingly in this environment. Because these are tremendous opportunities, and those of you who are online gamers or play computer games will know what I mean. Because of course you can lose yourself in such worlds. And what something like that looks like, we simply brought along as an example. We were at Fashion Tech two weeks ago. I hope the video plays. Yes, it does. To show what is already possible today. This is a virtual fashion show, which means that we have developed a corresponding 3D space. A classic catwalk that we have made there. And what you're seeing here now is, I think, still pretty cool for a lot of people at the moment. This is what is known as volumetric capturing technology. That is, I place living people, which I have previously recorded accordingly, in this virtual world and then of course have completely different possibilities in the presentation. And right now, in September and October, there are a lot of fashion shows coming up in Milan and Paris. That means that it is often reserved for a small group to be there on site. But in the future, of course, you can also simply livestream haute couture accordingly. You can sit in front of it, you can watch it yourself. So you're in a completely different environment than you're used to today, where I can look at fancy dresses on a website, but in the end they're somewhere fancy dresses that are shot from different perspectives. And it's not at all these possibilities that are already available in this environment today. And at that point, Christian, would be of course once a bit the question. As a digital agency, you are also very broadly positioned in this environment. What is your experience, so to speak, also, yes, with regard to the business-to-consumer area in particular? Christian Rainer: Yes. Yes, so the most important point in this context is of course always the keyword ad placement. Where do we send users from the ads? And if we can also give companies the opportunity to send their users, their customers or potential customers into a world or also to send a platform, where simply, and I think you can see this very well in the-, alone also in this small short clip from the video, emotionally on a completely different level the whole thing can also create an experience digitally. On the one hand, to say that customers who are brought to this platform via a potential ad or invited to a certain event, for example, can be provided with a binding and relationship-building experience. That brings joy. That brings joy for the customers and on the basis then evenly also all above with yes, with so Business ton Consumer topics or-, and-. Where brands, I would say, have the momentum in increasing competition to position themselves more strongly and to think more about how they can build up this emotional bond with customers, the platform simply offers a clear benefit compared to the classic website. Because the senses are also addressed at different points. And then certainly also the momentum, yes, of scalability and yet also a certain individualization in the experience, which is then also transmitted.
Thomas Böhme: Absolutely, absolutely. Exactly. And that's yes-, there's much more to it. I mean, first of all, of course, this is classic brand awareness, which we create here. An appropriate space. But we don't stop there, but what-. I hope not that the video now continues to play, but I wanted to the point, exactly.
What I really find very interesting, of course, is-, are the possibilities, and this is also so my favorite topic right now, through virtual or 3D commerce results. Because here, for the first time, we really have the chance to combine the best of two worlds. So the, let's say the classic experience, in-store experience. In other words, I'm in a store, I get very good advice, I have a good feeling, I get great service. I know that doesn't always happen in life nowadays, many companies have unfortunately developed in the other direction. But often I still have that. And on the other hand, I have the issue of online shopping, which is of course fast and correspondingly convenient, but often of course not a real experience. I have a slider there, up and down products are featured. Then I have product detail pages, then I see a product from the front, left, right, back, I can buy. Yes, this is now conditionally only something that is fun today and here we really have the opportunity to link this together for the first time. And to create a solution that-, to connect these two worlds and really also for the topic of online shopping really also make a shopping experience out of it. And now it hopefully jumps over, exactly, to the next page. And this is now an example. We have today once consciously decided for the topic more so bit fashion, yes, B2C. That is-. Because it is of course always very appealing and because each of us, including you as listeners, are of course also consumers. On the other hand, please don't run out of the webinar right now and say: "This is not my target group. I'm a manufacturer of marine diesel engines. What good is that to me, this area?" I'll come to that in a minute. But these are the possible applications for the showcase that we have developed, and this is just the model that you can see here right now without an avatar. We also have it with an avatar, which means that I can also really use a configurator. It is now not only the dress in blue me look, but also in green. Just of course also in the physical area to be at the point where I say-. Often can, I say now the retail trade, not at all these whole areas also with cover. They can't put every model somewhere, regardless of whether it's clothing, furniture or vehicles. Everyone has a limited area. And this QR code, which is still visible here, the-. Here, I would also like to ask you to simply scan it with your smartphone, simply with your photo app. And I think that is really something that is also important to us. The connection not only purely in the virtual world, but the connection to our physical world, namely augmented reality, that I can then, so to speak, also bring these products home. And that's not just in the sense of now this dress, that I can see it once and see the fabric a bit closer, but that's often very practical things as well. For example, I don't know, we have Puky as a customer. I can just really get the bike home virtually, can put me once next to my daughter, son. I can take a look, does it fit, what does the color look like, I can walk around it. And that, of course, is a completely different buying experience. Of course, when the store is open, I see it again different and better, but often it already gives an impression and the-, for the pure online shoppers it is ofmtals of course something that we would also like to prevent, namely the issue of return rates. Because of course one tendency is that many people of course say, "Well, I'll order three products first, I'll send two back at least." And what we also have on the, I'll say now, on the roadmap on our platform is, on the one hand, the connection of our product viewer, which you've already seen here using the example of the dress, to corresponding online stores. There are already various connectors to the leading e-commerce systems on the market. But, excuse me, what goes beyond that is, of course, again, the possibility that is much stronger, which is so-called annotations. That is, I have indications once again. For example, on this dress now, to stay with this example, I can of course also say, I now have, for example, care instructions for it and the like. Have perhaps once again suggestions, what could also fit to it. And now we also come to the topic of B2B, because I actually find that much more exciting, but often not so vivid. Because about the whole topic of exposure graphics, I really have a huge opportunity to make the customer experience better, especially in the spare parts business, because I can go down to the smallest screw, so to speak. And if a customer stands in front of me in the store and says "here, I have a broken part somewhere", for example on a stroller, then I can pick it out immediately. And I don't have to spend ages looking for a twelve-digit product number somewhere or a spare part number, but I can take it directly, so to speak. And of course these are huge advantages, not just in the pure marketing of such products, regardless of whether it's B2C or B2B. They can also be services. I can also market real estate in a completely different way in this environment. We have many customers who don't have any physical products at all, but who use such virtual spaces to better explain their services and, of course, to set themselves apart from the competition. And, of course, the whole issue of product configuration is also becoming more important. I have already mentioned this. And by product configuration, we don't just mean the classic coloring of products, as we know it today from the automotive sector. We also mean that I have a variant configuration in the B2B area. That I also have the option of selecting additional parts with such a product configuration and that I can also really look at these parts. Back to the fact that they are not just static, but I can also see how they move. And also here, of course, the question to you again, Christian: How, do you already have inquiries in this direction? How do you see these possibilities, so to speak?
Christian Rainer: Exactly, so as diva-e as a whole, definitely the inquiries are coming. In connection, I say now once, more with concretely my team on the marketing side yes the inquiries are not yet so concrete in the form. But we are increasingly seeing the development and interest in this context. Where I then also want to go into a bit more detail later on. But what is also so incredibly exciting in connection with the topic of 3D platforms at this point is, of course, to be able to centrally map an individual purchasing experience, also in the context of internationalization projects, for example. And then also a consistent story, so to speak, for different customers, who can then also have their own shopping section, so to speak, despite everything, for example as a VIP. Or they can also come together in a virtual boutique. And this opens up an incredible number of possibilities, where companies from different directions are increasingly venturing out to say how, yes, to start initial experiments. And then also, for example, to go new ways, when it is also about their own areas in the context of "I as a manufacturer would like my partners, my trading partners perhaps also better, so better in scene". And at this point, of course, the platform provides a completely different opportunity to transfer and offer additional advertising space in a really attractive way and in an experience that is interesting for the customer, so to speak.
Thomas Böhme: That brings us right back to the topic. So I'm happy to pass on the topic of advertising to you.
Christian Rainer: Thank you. Like this. Exactly. The topic around advertising in the metaverse and at that point of course-, now we have-. Thomas, thank you very much also for these insights into the possibilities to create really emotionally super experiences also on a digital level for customers via the virtual spaces. The most beautiful platform is always the question of what use is it if no one knows it, if no one sees it, if no one comes to the platform. And of course, the question is how we can win customers in the metaverse or for the metaverse who can then also enter into the corresponding experience with the platform. The question itself, the most beautiful platform is of no use if no one has heard of it, is ultimately also one of the core elements that make up diva-e as such. Or the idea behind diva-e as a transactional experience partner, so to speak, to bring together the element of transactions for companies and, yes, high-quality experiences, the ones that customers are also looking for. In this respect, yes, we are on the move with over 900 employees at over ten locations or in ten locations on the one hand in Germany with a focus, but also in the USA and Bulgaria. And at the moment, we are transferring web technologies around the entire platform business, but also to the corresponding marketing. And that is also the area where my team, or the colleagues from my area, so to speak, come into play.
When it comes to really inspiring users and customers for the corresponding platforms, to inspire them for the business model of our customers, in order to also, yes, build up value creation and value-creating customers.
Before I now want to delve deeper into the possibilities and challenges surrounding ad placement in and for the metaverse within the framework of the topic, so to speak, I would actually like to ask you once again to give us a brief impression of your mood. To tie in a bit with the question posed by Thomas earlier. What is the level of interest now, for example, or just here from the circle of participants?
Exactly, thank you. Advertising in the metaverse. The one use case, and here we have to distinguish between these two areas. One is certainly what is the more relevant as of today and in a short-term way or with a short-term perspective. The topic of how to create virtual experiences on worlds that are, so to speak, aimed at bringing products and services, yes, I would say for the real world, for our world, into sales, into distribution. We want to promote products and services that add value to everyday offline life. Beyond that, and this is the exciting case, there are still many question marks, which I will go into again in a moment. The topic of developing holistic products and services for the metaverse, for the unreal world on the one hand, and then promoting them accordingly in the metaverse on the other. And that's where we'll quickly see that the whole thing is developing into an area where we're actually talking about almost infinite possibilities. Because, of course, the whole thing can then be increased exponentially. Well, that was one step too far, but it doesn't matter. Exactly, at the end of the day, the possibilities that arise and especially the keyword Direct-to-Avatars is currently a figure from JPMorgan, who estimate the entire market at the current time to be over 50 billion, which arises there. It's about offering products directly to avatars and therefore it's certainly a topic, an extremely growing market, to think about how I can get my products and services advertised in a target-oriented way. Why should I actually place ads in the metaverse at this point in time? Is a question, which can answer each of you for itself actually. At the end of the day, there are now the first individual platforms and it is moving in the connection between the gaming world and the new technological possibilities of the web.
But why should I do that now, what is the momentum that I can go with it? And from our point of view, it is definitely important to think about this at this point in time. Not just to run blindly, but to get a clear picture of why I want to do this. To say, do I just want to stand out, do I want to be able to emphasize this innovation aspect for me as a company, so to speak. Or is it just concretely so that I already, keyword generation Z or generation alpha also, as my target customers now or also in the medium term with a focus, so to speak, and therefore these customers, the-, or the people who just now also just about gaming, for example, already move more strongly on appropriate-, in appropriate spaces, would also like to address. Or, however, with-, there evenly also a certain potential loyalty over emotional connection also for future experiences set up. And in this respect, it is so important to think about it, or to deal with it, because at the end of the day Metaverse is clearly perceived as an innovation at this point in time. And accordingly, especially this young target group or the younger and also gaming-affine and technology-savvy target groups, who are already moving there at the present time, also have precisely this element to expect this innovation in the context of the brand experiences of-, in the meantime. And accordingly it is all the more important that also enterprises in their entire marketing strategy think about it, so to speak their target groups now and then evenly also at the time, if necessary more than only these first pioneers and First Mover, which want to move now already on virtual worlds also once. But when the whole thing has reached the level of maturity for the mainstream, so to speak, to be able to deliver the requested and needed experiences in the form of interactive advertising materials, for example, that tap into the very possibilities that the spaces offer, so to speak, and fuel the experience, so to speak. And ultimately, the most important point is to be aware of the fact that, for example, 80 percent of users currently have a definitely higher propensity to buy when they interact with an ad that appeals to them personally. And if we now use a bit of imagination to consider, on the one hand, what opportunities arise from the platforms. And then to offer the whole thing in connection with potential ad placements and also an experience for our customers on the basis of marketing via the metaverse, then yes, there are almost infinite possibilities. At this point in time, certainly with a certain wink of the eye, or what the technology, so to speak, that is already available to users at this point in time, also offers in terms of possibilities. We have seen that there is certainly, as far as graphics in the preparation is concerned, when it then also applies to the transfer from 2D to 3D, that there is just for, I say now once, the transfer of a three-dimensional space then also to a mobile device, we are not yet at the momentum where we-. Or if in the graphical processing not yet, maybe not yet quite there, as we are on two-dimensional worlds.
The next point in this context is certainly also, and of course the whole thing plays into this and at the same time also underlines this fast pace and the-, the incredible pace that is being built up or developed in this regard. Certainly when we think about where ads can be placed at the moment, where can I reach customers at this point in time. The biggest elements in this context are platforms that have now positioned themselves, I would say, as cross-target group or cross-company, such as Roblox, Fortnite, Minecraft. These are platforms that actually come from the gaming world. But there are also platforms like Decentraland, which is a central marketplace that specializes in offering precisely these products for potential avatars.
And the topic of NFT, which will be discussed in detail again in a future webinar, is also a central basis for this. But what I think is already clear from the picture is what is missing at the present time. And especially from the advertising and ad business and in the paid advertising business always the momentum, which we know from the, at the present time just: We have Google as a central platform, we have Meta, or formerly Facebook, Instagram as central advertising platforms for social interaction. Where, so to speak, by going to one platform, I already have the possibility to pick up target groups all over the world at different places, to address them. And this platform does not yet exist in this form in the metaverse, or with a view to the metaverse, at the present time. And with a view to the democratization of the metaverse and the decentralization of the individual platforms, as Thomas also mentioned earlier, the challenge of interoperability naturally arises. To say, on the one hand, if I now-. So how do I get a Connect, for example, the brand experience that I as a manufacturer perhaps anteaser via a fashion show, if necessary via the partner boutique is also transmitted. That a customer who I direct there also has the same options at that point, so to speak, in the sense of being able to actually buy the dress that he saw at my store. And in the perhaps also pre-selections that were made.
That is one thing. But the other is also, if I have the-, the issue, I place advertising for a virtual good on one platform and it is bought there, so to speak, how do I make it so that I can also use this virtual good directly on other platforms, so to speak. Keyword: I buy a corresponding dress for my avatar at Joop!, but I would like to wear it out, so to speak, then-, this virtual dress of course in the avatar as well. And this topic does not exist at the present time due to the standards that have not yet been developed. Which of course then also leads to the fact that there are blurred brand boundaries. To say, I can also in connection with-, or I can ensure the brand experience of course then at the point also not everywhere controlled. And then, of course, the momentum is also, if I now switch a correspondingly emotionally preloaded experience on the virtual world, how do I get the whole thing then of course in the real world then wiederrum transferred. And the whole thing, or without then at the same time overwhelming my own customers, if necessary, with too much advertising. And then there's always the question of data protection. And also ethical questions, how is it done on the individual platforms, so to speak. And I may no longer have access to individual platforms, or even direct access to them, to actively control my brand or the way in which my brand is presented when I go live here via ad placement. Why should nevertheless already now take along and deal with it, because I believe a very very important point in the context is certainly the element to say, we do not know at the present time yet at all, when really the run on the Metaverse will come. To be quite honest, we don't really have a feeling for it at the moment. The first pioneers from various directions are now working on it, but it is developing so quickly and that is above all the momentum to learn how to deal with this fast pace. And in order to implement this rapid learning and action on the part of advertisers, it is necessary to develop an appropriate, yes, learn-and-act mindset, so to speak. How can I set up ad placement in the metaverse at this point in time? The first step, so to speak, is to get to grips with the principles of programmatic advertising. We assume that marketing via the metaverse, across the various platforms, will continue to develop accordingly and will function very much on the basis of auction-based marketing of individual advertising spaces and individual inventories. It will also be possible to access real estates offered in the metaverse, such as billboards on facade walls, comparable to the digital Out of Home. And in doing so, however, in a multitude of individualizability, because data-based targetins according to target groups at the point, above all with regard to avatars, of course, also achieve a completely different validity and a completely different scalability. And then, at that point, advertising in the metaverse actually becomes, on the one hand, either an additional channel in the marketing mix that I should discover, recognize, test, experiment with for myself. Then, however, also the possibilities of this, so to speak, yes, immersive brand experience also via advertisements, which, so to speak, also enable a stronger experience, also really to tell and at the point to collect itself from its side or also as a company simply once experiences. What works for us, what works for our brand, what works for our products. And at this point in time, there are certainly still certain first mover benefits that are taking effect. At the same time, however, there is also momentum due to the fact that there is not yet a central platform standard. Certainly also the-, a kind of revival of the topic of partnerships and also with a view to partner worlds and influencers. The fact that there are also much more decentralized opportunities for individual creators to position themselves via their own worlds, so to speak, and to offer corresponding virtual experiences. If I as a company want to offer my customers a holistic and extended and much more inspiring customer experience on the digital platforms, I naturally also have to think about which partner I want to work with at which point and how. And that is certainly also a further development of what is still known today as affiliate marketing, as it were, as a somewhat burnt term. The whole thing is then also on digital channels to ensure with corresponding other platforms that what I offer on my platform can also be extended or that I can also integrate customers from other platforms attractively and smartly into a uniform experience on my platform. Is it expensive then? Yes, of course it is expensive. And even if we-, if you look at or all of the above-. Well, now he's one too far, we were one too far. I just can't get it to switch back right now, unfortunately. Thank you. Is it expensive? Yes, it is expensive. First and foremost, when I as a company don't know exactly where I want to go. Basically the market prices or the auction prices at the current time are a tad cheaper than it is perhaps about other inventories in the area of programmatic advertising at the current time. Of course, at this point in time, I have only limited possibilities, as far as the inventory is concerned. I have to get a clear picture of whether I want to reach this target group at this point in time.
Otherwise, from our point of view, the most important step at this point in time is to actually think about it. And exactly this transformative character, that is necessary-, or that is necessary, in order to be able to operate in the future also goal-oriented ad placement or marketing on the Metaverse. To say, how do I learn and develop my own advertising materials, but also my entire marketing processes to the point that I can then also bring my customers an appropriate experience. That should not be neglected and should not be ignored. Once everything is in place, however, we definitely have the point and the advantage that we have almost infinite reach, so to speak. On the one hand, we can really offer our customers even better emotional experiences from a central platform, so to speak. We actually also have, I would say, an unlimited opportunity to build up our own infrastructure, either on our own or with partners. In order to play on the various possibilities, from sponsoring an avatar that then wears the label from its chest as an advertising space, so to speak, to real estate assets. And above all on the virtual level, especially when it comes to addressing avatars as potential users and customers. There is also an almost infinite possibility of personalization, at least until avatars perhaps also need a citizenship in order to be protected as citizens within the framework of the GDPR.
From our side to the, in the context so the three things that we simply still want to give. When it comes to advertising in the metaverse, it's important to think about what goals you actually want to achieve with it. In any case, it makes sense to position oneself at this point in time so that one is a trustworthy party. And also to deal with the topic of first-party data in connection with networks and partners, so to speak, in order to set up and build up this learn-and-act framework or mindset for oneself in the company. In order to be able to transfer the experiences of media available today in the sense of programmatic advertising media in connection with AR and VR to digital and virtual spaces in the future. And with that I would once again hand over to Thomas in conclusion.
Thomas Böhme: Well, we're already a little bit over time and I would like to, before we perhaps give something more in the direction of the outlook, just perhaps use the opportunity here to get rid of your questions, which we'll be happy to answer. Natalie had already given me one earlier. There was a question regarding the whole topic of try-ons. Especially in the area of fashion, of course, but it also applies to other products. There's a lot going on there right now, of course. I mean, we're already familiar with that. Mister Spex, for example, has had this for years, I think, so that you can do a virtual try-on of the glasses. Yes, that already exists, but of course it is still associated with an effort, there is of course still room for improvement simply in the development, that I really have it the way most people imagine it. Photorealistic just as actually having a virtual experience as a physical one. I think we're on the way there, but we haven't yet reached the point where I think users want to have it. That's why it's still going to be a long way down the road.
Otherwise, the question would be to Lynni and Natalie, if there are any other questions now in the chat, I think we should quietly answer those first.
Carolyn Engels: Yes, I'd be happy to. I can read out one question right now. And that is a participant asked if you can see the clothes, so this goes to you, Thomas, if you can see the clothes then on AR for example also dressed on yourself in the mirror. Whether there is this possibility.
Thomas Böhme: Exactly, I had just answered that. That was already the question, so to speak. Yes. With development air upwards.
Carolyn Engels: All right, okay. Then we have another question, and that is, how long does it take to build a virtual world, for example, for a virtual boutique?
Thomas Böhme: Yes, as always-. The answer is, it depends. But there is a good news. So the thing that is very important to us, at least as a rooom and software provider, is that we work with templates. Just like what companies are already used to from content management systems that are already on the market for websites. And that's exactly how you can imagine our platform is structured, only in 3D. From the side, there are of course already templates. So this one showroom, which we have already seen, is a template. We can, however, have developed a whole variety of, I think, already about 100 templates. These include underwater worlds, possibilities on the moon, all sorts of different types. Outdoor Spaces. That means you can start relatively quickly. That means you can have a first result in a week. Of course, if you want to have something completely individual, which is adapted to your own needs and is perhaps not just a showroom, but a bit more, a whole world. Of course, the effort is higher and consequently the time is longer.
Carolyn Engels: All right, thank you. Then a question, it's more along the lines of Christian. Somebody wanted to know, again, just kind of the bottom line, where do we see the greatest potential for B2B brands in terms of marketing. It's a very general question, but Christian, maybe you can reflect your personal opinion again.
Christian Rainer: Yes, well, my personal opinion. As I said, that's so-. Currently, especially in terms of marketing, we are a bit or we are actually all just facing the challenge. The possibilities are growing every day with new platforms that are being set up. And in the B2B area, in order to address new customers here, the momentum is certainly there at the current time, or to say from the recommendation to watch that you create your own platform. And on the basis of your own room or your own event, if necessary, which then also takes place virtually in the metaverse, to invite your potential customers to a corresponding experience here. Which is so to speak then surely also a momentum to function once again better in the speech, because I can emphasize also once again more participant interaction than it functions now evenly, as now in the case of our Webinar, over a 2D-platform. As far as the ad placement itself is concerned, I'll just say that we currently have a real challenge as far as addressing is concerned - I'll just say that it depends on the available inventory. From my point of view, it doesn't make much sense to look for advertising space right now, because it doesn't yet exist in the form of an explicit B2B approach. On the other hand, however, there is certainly a momentum to think about this with joint platforms or from the respective virtual spaces that are now increasingly emerging. How can I promote my products, for example, at events, in sponsoring, or in my own marketing, which also focuses on user interaction, so to speak?
Thomas Böhme: I can probably add to that. Just this week, we signed a contract with a, yes, big, well-known advertising partner, and that's exactly the direction it's going to take. So really advertising placement in the metaverse also for B2B brands. That means I can now, let's take a virtual trade fair, simply place real advertising and play it out in a correspondingly personalized way. So the possibilities are already there for us today.
Carolyn Engels: Okay, thank you very much. One more question. One participant said he had a somewhat heretical question. Namely, can we in Germany use the potential of the Metaverse at all with regard to the technical infrastructure, keyword 5G, 6G?
Thomas Böhme: Yes. Clearly yes, because we rely on the WebGL standard, for example, and that is a good balance of, yes, performance, costs and also quality. That means you can use it normally with the appropriate device, you don't necessarily have to have a 5G connection and a VR headset. That's also possible today, or the latest Nvidia card. The technology already offers that. From the point of view of capacity, yes. From the even, I'll say as far as the framework conditions are concerned, there's still a lot there, of course. The ones we see there. But also there are already good possibilities. There is currently a research project in which we are participating with the Fraunhofer-Gesellschaft, where the topic is the anonymization of patient data in the Metaverse. In the future, I will be able to ask doctors and medical professionals questions anonymously. They know what I have and who I am, but of course they don't know that I'm Thomas Böhme and I live in Jena and have completely different information. But there are also completely new possibilities, so that's a very clear yes. And in the meantime we also have a-. Sure, people always complain about the network structure, but we still have-, we're still at the top of the league and our platform is also in use in the Middle East in Africa. In this respect, we also have opportunities in such regions with completely different network coverage.
Carolyn Engels: Thank you very much for answering the question. As far as I can see, there are no further questions at the moment. Now, of course, the question is: Do we want to go further into the outlook, how does it look for you, Thomas and Christian?
Thomas Böhme: I think it's like in the movie at Netflix now. There we frame a nice transition for the next session then of course, which we also want to do promptly yes. And then once to say, what are the prospects. We can talk about the topic of NFT, about volumetric capturing, so completely new things. About the connection of physical and virtual reality. I think we'll just do that next time. And I guess that's a-, then probably a nice cliffhanger for the next webinar or maybe physical meeting.
Carolyn Engels: I think that's a good idea. Then we already have the suspense here or-, let's stretch the suspense already quite far, so that quite a lot of people also feel like then registering for the next sessions. Then I would simply hand over the closing words to Natalie once again.
Natalie Weigelt: Thank you. I hope it was a comprehensive insight for everybody. As I could see in the survey, many are definitely already interested and open to learn more about it and above all, yes, to learn how they can do marketing in the metaverse. That is, we hope that the first aha-moments were there now. As we have just heard, we are definitely planning to provide even deeper insights, which means that more will follow. Please continue to follow and come back to the platform again. The video of the webinar will be available afterwards, as well as the presentation and above all we are looking forward to feedback. That means there will be another small demand. How did you like it? What are the topics that we should really address next time. All of this can be found here, which means that you are welcome to come back. And, yes, if there is still a little time left, perhaps you can leave a question in the chat directly with the two speakers, if something remains unclear. Or just get in touch again, we are also very open and perhaps also look forward to future projects. And with that, I would now like to say goodbye to everyone, including the two speakers. Does anyone have any additional closing words?
Thomas Böhme: No, except thank you very much for your time. And yes, I hope it has given appropriately good insights and otherwise have a good day everyone.
Natalie Weigelt: Exactly, the reactions at the program point just looked like it was well received. That's why I hope everybody enjoyed it.
Thomas Böhme: Very nice. Thank you. Have a good time then and see you soon.
Christian Rainer: Thank you very much. Thank you Thomas also once again for the joint exchange, it was a lot of fun.
Thomas Böhme: I'm happy to return that, Christian.
Carolyn Engels, Natalie Weigelt: Bye.