Ocean Outdoor UK and Admix join forces to take brands into the metaverse

December 09, 2021

Admix, the In-Play company that bridges the gap between brands and the metaverse, today announces a new partnership with Ocean Outdoor, the UK’s leading digital out of home (DOOH) operator, to send brands into the metaverse.

Brands are increasingly waking up to gaming and virtual worlds as a new form of ‘real’ estate on which to advertise. As the digital and physical worlds converge, consumers now spend similar amounts of time immersed in each, creating a new frontier for advertising. Virtual platforms such as Roblox, which has 220 million monthly active users, and Sandbox, which recently sold a plot of virtual real estate for USD $4.3 million, are leading this convergence via realistic experiences such as games, concerts and fashion shows.

The partnership between Admix and Ocean Outdoor UK signals a new dawn for the advertising industry as the two companies join the dots blending the physical with the virtual world. A series of activities that couple DOOH with virtual worlds are planned for the next year and beyond, aimed at maximising eyeballs for advertisers in the DOOH market, which is already projected to be worth $50bn by 2026.

The starting gun will be fired with the launch of three DOOH ad spots into the metaverse as NFT billboards. Ocean’s first drop will feature digital replicas of three bespoke DOOH locations which are similar in design and scale to its premium city centre UK assets including a spectacular tri-screen roadside location, a giant curve screen full motion location and The Loop city centre full motion network in Manchester and Birmingham.

Using Admix’s In-Play technology and Ocean Outdoor UK’s brand partnerships, the NFT billboards will synchronise with the creatives displayed on their real-world counterparts. This collaboration is an adland-first that paves the way for global brands looking to take steps into the formative metaverse.

Samuel Huber, CEO and co-founder at Admix, commented: “Admix’s partnership with Ocean Outdoor UK is a watershed moment for the advertising industry, creating realistic ad experiences that merge physical and virtual worlds for the very first time. The metaverse is the perfect playground for Ocean’s creativity and its customers are making a symbolic step that will mark them out as pioneers of a new form of advertising which has unlimited reach. Of course, this is just the beginning: there will be dozens of ways for brands to engage consumers in the metaverse and Admix aims to be the gateway for brands to help shape the future of digital experiences for their audiences.”

Ocean Outdoor UK joint managing director Phil Hall said: “Under this agreement, all of the elements that make Ocean a market leader in the real world - high quality builds with unmissable, unskippable ads served in an environment that people choose to be in - apply equally, if not more so, in the virtual world. This partnership is a natural evolution for the company and has an indisputable link to the core Ocean product and the wider addressable market.”

Admix has pioneered In-Play, a non-intrusive digital ad format which creates an advertising experience similar to the real-world. As an increasing number of users enter worlds such as Roblox, Sandbox and Decentraland to name but a few, brands need the infrastructure to reach and engage people in virtual worlds without disrupting their experience.

Starting from Sunday, December 12 2021, the Ocean Outdoor UK and Admix NFT billboards will be auctioned via the world’s largest NFT marketplace, OpenSea, and displayed by the successful bidders within Somnium Space. Social VR platform Somnium Space is an immersive space where users can purchase digital land and build games and experiences within it. The partnership with Admix means Ocean’s Labs division and the Ocean UK sales team will be able to sell an engaged 16 to 34 audience as a cohesive physical and virtual combined offer.

Share or Email this content
Graphic Display World

Email us your news, PR, case studies to [email protected]

Roland DG (UK) Ltd - VersaUV Double Your Profits
FESPA Global Expo 2023 Opens In... May 23, 2023 10:00 am 177
The Print Show 2023 Opens In... September 19, 2023 10:00 am 296
PRINTING United Expo 2023 Opens In... October 18, 2023 10:00 am 325
Sign & Digital UK 2023 Opens In... March 21, 2023 10:00 am 114
Your 300 x 300 Banner Here
drupa 2024 Opens In... May 28, 2024 10:00 am 548

The UK's coolest wide format printing trade press website specialising in providing punchy and concise up-to-the-minute news, views and industry opinions ...

Latest News

A revolution for Screenbolaget with Vanguard flatbed investment

A revolution for Screenbo…

Nov 24, 2022 Rate: 0.00

Extension to Avery Dennison 700 Premium Film™ Range

Extension to Avery Dennis…

Nov 24, 2022 Rate: 0.00

Caldera announces Version 16 of CalderaRIP

Caldera announces Version…

Nov 24, 2022 Rate: 0.00

OUTFRONT Media introduces next level of OOH interactivity with OUTFRONT QRad

OUTFRONT Media introduces…

Nov 24, 2022 Rate: 0.00

Roland DGA Corporation introduces new Holographic Prism Film

Roland DGA Corporation in…

Nov 23, 2022 Rate: 0.00

Featured News

RadWraps, Phototex and ColourShield provide dementia-friendly graphics installations

RadWraps, Phototex and Co…

Aug 16, 2022 Rate: 0.00

SkinzWraps races ahead with Drytac for Gas Monkey Garage wall graphics project

SkinzWraps races ahead wi…

Aug 04, 2022 Rate: 0.00

Agfa-Gevaert to acquire Inca Digital Printers, taking a significant step in its digital printing business

Agfa-Gevaert to acquire I…

Apr 20, 2022 Rate: 0.00

Phototex is sustainable solution for wall decorations

Phototex is sustainable s…

Apr 19, 2022 Rate: 0.00

Type One Style gains versatility and economy with the VersaUV LEC2-330 printer

Type One Style gains vers…

Feb 23, 2022 Rate: 0.00

Features/Applications

Anabella Bergero and Mimaki USA celebrate Latinx heritage with Drytac window graphics

Anabella Bergero and Mima…

Nov 15, 2022 Rate: 0.00

Creative Silhouettes adds colour to Toronto skyline with Drytac Polar Grip

Creative Silhouettes adds…

Nov 01, 2022 Rate: 0.00

Roland DG partners with the female skateboarders changing skate culture to create personalised boards

Roland DG partners with t…

Oct 26, 2022 Rate: 0.00

Field of Dreams for Purcell as Wolves deal marks successful launch

Field of Dreams for Purce…

Oct 04, 2022 Rate: 0.00

How an academic institution is using Coala interior film to refurbish its interiors

How an academic instituti…

Sep 16, 2022 Rate: 0.00

Your 1100 x 100 Banner Here

SEARCH