How can companies entering the metaverse secure their phygital products and their identity?

18 Oct, 2022
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How can companies entering the metaverse

Phygital is an increasingly common term in the world of advertising. Phygital advertising combines digital and physical experiences. Phygital advertising and marketing campaigns bring physical and digital channels together to create new, innovative ways to reach customers and promote products and services. In this informative article, we’ll discuss what phygital advertising is and how it works and delve deeper into the metaverse to see how companies can protect phygital products. 

What is secured phygital advertising?

Secured phygital advertising is a hybrid form of marketing and advertising, which involves using digital and physical platforms, methods and channels to reach customers. The aim is to optimize customer experiences by taking the best elements of digital and physical advertising to elevate experiences and improve outcomes. It is possible to add information to a physical experience or add a physical or human interaction to a virtual world, for example. Brands use omnichannel marketing increasingly. Examples range from rewards apps you can scan to use in-store and personalized welcome notes via social media when you check into a store, entertainment venue or airport. 

How secured phygital advertising works

Phygital advertising offers new companies new opportunities to reach audiences and create and convert leads by adding a physical dimension to digital experiences and vice-versa. Research suggests that over 60% of shopping begins online, but around half of Americans prefer to shop in-store (source). Using secured phygital advertising enables companies to cater to all customers, providing tailored solutions that complement their preferences. Security is key when implementing campaigns and strategies. Companies can prioritize customer security and safety by utilizing innovative technologies to create safe, authentic experiences and providing clients and buyers with the tools they need to navigate digital worlds and environments. 

How can companies secure phygital products in the metaverse?

Safety and security are common concerns for companies that are preparing to enter the metaverse. Organizations want to protect themselves and their customers while taking advantage of the many benefits of advertising and marketing in this exciting virtual world. It is hugely beneficial for company owners and teams to be wary of potential risks and to utilize strategies and effective technologies to lower risks and protect phygital products and brand identities within the metaverse.

Potential risks include misinformation, reduced regulation, a lack of personal privacy, counterfeiting and fraud and cybercrime. 

To alleviate concerns and protect products, customers and brand reputation, companies can employ technologies such as Authena M3TA and Authena Shield to capitalize on the capabilities of the metaverse. Users can also use these technologies to build secure connections between physical and digital assets and transfer ownership of phygital products. 

Why are brands looking to use metaverse advertising?

More and more brands are looking to enter the metaverse. The metaverse comprises a diverse range of technologies, which provide access to a virtual universe that opens doors for companies and their customers. Examples include augmented reality (AR), virtual reality (VR), artificial intelligence (AI) and blockchain. 

Advantages of metaverse advertising

There are several advantages of metaverse advertising for brands looking to connect with audiences, promote products and services and capitalize on new trends and evolving consumer habits. These include:

  • Reach out to younger audiences: almost 85% of the metaverse market is aged under 18 (source)
  • Connect 24 hours a day, 365 days a year: the metaverse never sleeps
  • Capitalize on new technologies
  • Build on the popularity of virtual experiences and omnichannel marketing
  • Set your brand apart and create a buzz
  • Create new ways to engage with customers and build relationships
  • Tap into emerging trends to blaze a trail

The metaverse has impacted multiple industries. Examples include:

  • Retail and eCommerce
  • Gaming industry
  • Tech industry
  • Real estate
  • Media and communications
  • Healthcare
  • Manufacturing
  • Finance

Capabilities range from trading virtual assets and purchasing digital goods to managing supply chains, marketing products and providing product authentication verification

What industries have been affected by the metaverse

Where else can we see secure phygital advertising?

Phygital advertising covers a diverse range of experiences, which combine the positives of physical and digital marketing. Away from the virtual worlds of the metaverse, we can see examples of secure phygital advertising in other spaces and settings. Examples include:

  • Pop-up stores
  • Phygital banking, which combines in-person services with online banking platforms and apps
  • Digital displays in physical stores
  • Social media stores and online competitions and giveaways
  • Immersive in-store experiences
  • Wearable technology

Which companies have invested in the metaverse?

Numerous companies have invested in the metaverse. In the tech industry, the giants of the sector are investing heavily in the new technologies that make the virtual world spin. Companies include:

  • Microsoft
  • Meta
  • Google
  • Nvidia
  • Shopify
  • Roblox

The metaverse doesn’t just offer exciting opportunities for tech firms. It offers benefits for organizations and brands across multiple industries. Two of the best examples of using the metaverse to create and implement fresh, exciting, original advertising campaigns include Gucci and Nike. These high-profile brands have set up virtual fashion worlds, offering users the chance to do everything from buying NFTs and playing games to perusing virtual clothing. In the gaming industry, access to the metaverse gives players the chance to connect, no matter where they are. Game developers can also push boundaries by creating new virtual land and characters, and add dimensions such as in-game commerce. 


Phygital advertising combines elements of physical and digital marketing. As we spend more time in virtual worlds, omnichannel marketing has become increasingly influential. More and more brands are looking to access the metaverse and capitalize on new advertising trends. Using innovative technology opens doors for companies looking to connect with audiences and reach new customers and it also enhances advertising security while enabling brands to protect phygital products. There are ways to elevate advertising campaigns, create new phygital collectibles and enhance customer experience while protecting brand reputation, including using Authena M3TA to create a safe, trustworthy bridge between real and virtual universes. 

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