Present mobile Marketing models are ineffective
It’s indisputable that the advertising solution that is current is not living up to the expectation of mobile-first advertising experience.
Mobile websites and many mobile programs typically display advertisings on either side or as banner ads, where consumers’ true attention can’t be captured. This is further worsened by the limitation of mobile devices little form-factor.
Advertisers are awaiting the emergence of valid third gamers
Ad Fraud is another major issue in the mobile & electronic advertising area. Malicious click-bots and bogus traffic have cost advertisers $6.5 billion globally in 2017, according to a report by Association of National Advertisers (ANA) and White Ops (a cyber security firm which subjected the “Methbot” operation).
At the age of duopoly by means of Facebook and Google controlling nearly 60 percent of the advertisements, advertisers are hoping for the emergence of valid players to keep prices in check, and by delivering more efficient brand exposure.
Can lock screen advertisements improve mobile attention economics?
The ordinary smartphone user unlocks their 80 times -100 days every day. Lock display is the first impression that is mobile that users engage before everything else, and shooting users’ attention.
Various research to date strongly suggests that the exact same advertisement performs differently based on the “form factor” the customer views it on. Full-screen advertisement delivered into the lock display has shown itself to be the very best form-factor to capture user attention where we can anticipate approximately 10x higher click-through-rate (CTR) compared to business typical mobile banner ads.
How blockchain comes into play
Blockchain is the technology that empower cryptocurrencies like Bitcoin and Ethereum. In a nutshell it is a ledger that operates in a decentralized system, and also a trust routine is worked on by the technology.
Blockchain inherently allows for information purposes, not one individual or entity can re-write or destroy it — and also at which you can not change the blockchain as data is stored across all of the structures in manner.
Blockchain inherently lets immutability
Blockchain technology holds the potential to tackle this issue as advertisers struggle to counter.
Through individual user’s unique identity and signature, blockchain could record the consumer’s ad engagement behaviour in a brand new blockchain ledger. The industry may gain the confidence of advertisers by making sure the target audience’s behaviour is accurately reflected by metrics and quality traffic is delivered instead of worrying about traffic that is fake/fraudulent.
Who are the notable players?
When a number are of cryptocurrencies software only some of them are designed to interrupt advertising. Following are a few of the notable players focusing from the supply side perspective, particularly within this space.
SwipeCrypto – SwipeCrypto is a blockchain protocol allowing lockscreen advertising for mobile program publishers. SwipeCrypto introduces transparency and responsibility within the ecosystem through lockscreen SDK and blockchain technology.
Any app publishers can embed the SDK to market its lockscreen and boost utilization that is active. SwipeCrypto Token (SWC) is used as micro-payment to publishers and users for engaging with lockscreen advertisements. SwipeRich lockscreen – the backbone of SwipeCrypto advertising delivery technology, is now serving over 10 million impressions per month in Philippines and Indonesia
Fundamental Attention Token — Basic Attention Token (BAT) provides blockchain-enabled digital advertising on desktop browsers. By creating it strives to enhance the efficiency of electronic advertisements.
The token may be used to acquire a number of advertising and attention-based providers. The usefulness of this token is based on user focus, which means a person mental engagement.
What exactly does this imply to advertisers?
Blockchain is here to stay, and blockchain disturbance that will transform how industry works will be faced by every industry including advertising. Ad-tech blockchain improvements nowadays are steps towards a more transparent and effective advertising market.
Advertisers will need to focus on blockchain technology’s transparency, decentralization and immutability can help address ad-fraud and liability issues in the industry. Through business collaboration can we produce a blockchain alternative that live up to the vision of what marketing could be.
Editor’s note: Find more information about blockchain technologies by visiting sister site The Block, which features industry news, analysis and opinion.