Kiip, the leading mobile marketing and monetization platform, and Anheuser-Busch InBev (Ab InBev), the world’s largest brewer and brand builder, successfully launched the first-ever blockchain mobile ad campaign.
Advertisements and Blockchain
This is a significant innovation to the financial-community and the cryptocurrency community for two reasons: (1) it will help make brands more relevant to consumers and (2) it is essential to integrate transparency within the mobile and supply chain.
This newly launched blockchain mobile ad campaign is designed around Kiip’s moments-targeting technology, which AB InBev is using to break free from the traditional interruptive advertising techniques used today. Kiip and AB InBev will be working hard to better connect with consumers through their new marketing technique.
Ab InBev is very confident with this blockchain mobile ad campaign and plans to be in the industry for the long run. The company’s Vice President of Consumer Connections, Insights and Innovation, Lucas Herscovici spoke of the development:
“We’re building a company to last for the next 100 plus years, and that can only be done by disrupting existing paradigms through innovation and putting consumers at the heart of everything we do. As the world’s largest brewer and brand builders, we take our responsibility for the stewardship of the category seriously through our approach to advertising and the ways we create meaningful experiences for consumers with our brand content.”
Kiip’s Business Model
Kiip’s unique ad targeting capabilities are being implemented in AB InBev’s campaign which features Bud Light, Budweiser, Michelob Ultra, Estrella Jalisco, Stella Artois, and Bud Light Lime-a-Rita brands.
By shifting from the historical model focused which was focused on interrupting consumers, this new campaign will move towards an earned and owned mobile media strategy which will rely on data to target and deliver content to the proper audiences.
Ab InBev will utilize the nascent technology, in the form of Kiip’s new “Single Ledger” blockchain product. This will address the core issues in mobile ad campaigns, such as mobile ad fraud. This new Single Ledger allows all users who are a part of the mobile ad sales chain to view and audit the campaign data directly.
The Single Ledger provides a reconciliation of campaign performance data to all the parties which help to eliminate possibilities for fraudulent reporting by third parties. And what was once a painful, time-consuming reporting and payment process, is now a natural process due to Kiip’s new Single Ledger.
Brian Wong, founder, and CEO of Kiip explained:
“When we started digging into the potential of the blockchain, we began to realize that if Kiip were started today, it would be built on blockchain technology… Blockchain’s magical impact comes in the form of its immutable and decentralized ledger technology. Data that is stored uniquely in thousands of servers can never be manipulated.”
Companies “Excited” with Blockchain Prospects
While Kiip and Ab InBev are making strides to innovate the advertising market with blockchain technology, the blockchain explosion has just begun, and both companies have more exciting plans waiting up their sleeves.
Kiip and Ab InBev have come together to launch the first ever blockchain mobile ad campaign. This innovates marketing campaign will show how blockchain technology can be implemented in the marketing industry.
Both Kiip and Ab InBev have had promising pasts. With this new technology being implemented, it will be interesting to watch how this campaign will increase advertising transparency and create meaningful consumer connections. The success of the campaign launch will determine the question, and only time will tell if blockchain will be a beneficial marketing tool that will lead to further victory for AB InBev.