Does print have a place in the metaverse?

Everyone’s talking about the metaverse – the next big technological advancement set to revolutionize the way people connect with each other, by blending the virtual and physical domains. The convergence of the digital and real world is epitomized by the opportunities now available with programmatic print.

Today, programmatic print presents powerful and efficient targeting and personalization solutions that can easily be integrated with digital marketing workflows to enable advertisers to unlock a new layer of emotional engagement with consumers. But how does it all work in practice?

Remember when The Drum and Canon teamed up to launch the ‘Class of 2021’ virtual degree show? We wanted to help young students who had missed out on their final year shows due to the pandemic. It was a real tragedy for those who had been working towards that chance to launch their careers, and we had to do something to ensure that these students wouldn’t become a lost generation.

So, we built a virtual hub where student graduates could showcase their artwork and then invited the global creative community to check it out. At the same time, we wanted to challenge our own thinking; to explore the art of the possible for integrating print in the digital user experience to create emotion and drive action.

Based on how creatives engaged with the exhibition, a series of programmatic print materials were triggered at different stages of the user journey, with personalized content tailored to their interests and the student work they had interacted with. It was through this that we found that the response rate was 6x higher when digital and print were combined.

In this new white paper ‘Best of both worlds: bringing digital marketing to life with programmatic print’, we explore the opportunities for programmatic print and delve deeper into how it can be seamlessly integrated into digital workflows. There’s also a case study spotlight on the ‘Class of 2021’ project to reveal what The Drum and Canon learnt along the way, what the students had to say, along with real-world examples to uncover the possibilities of programmatic print.

Download the white paper here to discover how to unlock the power of purposeful, data-driven campaigns that combine the best of the digital and physical worlds.