Metaverso, Product Placement y Publicidad Inmersiva: Nuevas presencias de las marcas en los espacios digitales

Juan Salvador Victoria Mas; Alicia Martín García; Sandra Pérez Expósito

doi:10.65598/rps.5763

Authors

Juan Salvador Victoria Mas Universidad de Málaga
Alicia Martín García UNIR
Sandra Pérez Expósito Universidad de Málaga

DOI:

https://doi.org/10.65598/rps.5763

Keywords:

metaverse, product placement, NFTs, blockchain, inmersive marketing, digital economy

Abstract

Product placement has evolved with digitization and the emergence of immersive digital spaces, where brands find new ways to interact with consumers. This study analyzes how advertising has been transformed in these environments, exploring its integration with emerging technologies such as NFTs and blockchain, as well as its application in centralized platforms. To this end, the PIDS model (Evaluation of Immersive and Sustainable Digital Advertising) has been developed, an analysis tool that allows the effectiveness of brand positioning strategies in digital environments to be evaluated.

The research adopts a qualitative approach based on case studies of three leading brands: Nike in Fortnite, Coca-Cola in Decentraland and Balenciaga in Fortnite. It analyzes their integration strategies, the impact on consumer perception and the relationship between immersive advertising and the digital economy. The results show that the combination of interactive experiences, gamification and digital ownership generates higher engagement and strengthens brand positioning. However, challenges related to digital ethics, sustainability and regulation of the use of blockchain in advertising are also identified.

The study concludes that product placement in immersive digital spaces represents a key opportunity for brands. The convergence between digital economy, entertainment and advertising marks the beginning of a new era in brand communication, where interactivity and personalization will define the future of advertising in these environments.

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