Anheuser-Busch InBev, a Belgian-Brazilian transnational beverage and brewing company, has recently partnered with mobile marketing platform Kiip, to run its first blockchain enabled ad campaigns for Bud Light, Budweiser, Michelob Ultra, Estrella, Stella Artois, and Lime-A-Rita.
How does it work?
All campaign and impression-related data are written on the Ethereum blockchain on an hourly basis using a blockchain product developed by Kiip called ‘Single Ledger’. This makes the data obtainable to anyone with the encryption key. Brian Wong, CEO, and Co-Founder of Kiip said:
“Because the data is only written to the blockchain once an hour, latency isn’t an issue, It’s a commonly repeated misconception that blockchain is too slow for any type of advertising use case. In this case, you don’t have to clear every impression in real time. It can be done in batches and be just as efficient.”
This process also makes it possible for the advertisers to avoid awkward make-good negotiations at the end of a flight by enabling them to keep a check on performance data at any point during the campaign. However, there are a few roadblocks that Wong mentions:
“At the end of every campaign, there are often dozens of hours wasted on debating discrepancies between platforms and trying to agree on the final payout, Wong said. It’s not that AB InBev’s data scientists mind putting in the time and effort, It’s just really frustrating when we can’t validate benchmarks or create learnings because we’re not confident in the data behind them.”
Andy Chang, AB InBev’s global head of media and content, said:
“We’re a big organization, and we’re driven by validated pilots that drive validated learnings. The pilots we’re seeking with platforms to drive accountability in the media ecosystem is for sure something we’ll continue to do. It’s a long-term trend for us.”
Kiip is a mobile advertising company works for redefining how brands connect with consumers through a moment-based platform that targets vital moments in the apps that people use every day.
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