PepsiCo Blockchain Ad Campaign Trial Sees 28% Efficiency Gains
Mindshare, a WPP-owned media agency network, has announced that its blockchain-based advertising campaign trial for PepsiCo achieved a 28% increase in efficiency.
The trial was carried out in March of this year in the Asian Pacific region in partnership with Zilliqa Research, Rubicon Project, MediaMath and Integral Ad Science. It is part of Project Proton, an initiative between the firms that evaluates how Zilliqa’s blockchain protocol can best address some of the challenges in the digital advertising industry.
The trial leveraged Zilliqa’s smart contract platform to automate the programmatic supply chain, enhance efficiency, and ensure complete transparenc. It reportedly showed “up to 28% increased efficiency in terms of costs for viewable impressions, in running the campaign through smart contracts, versus one without.”
“These smart contracts reconcile impressions that are delivered from multiple data sources with payments facilitated using an internal Native Alliance Token (NAT) all in near real time, resulting in major efficiency gains and complete transparency for the brand owners,” Mindshare said in a press release.
In the next phase of the project, the companies plan to integrate payments to publishers and include more performance metrics in smart contracts.
“We are happy to be partnering with Mindshare to test the application and value add of blockchain in media,” Farida Shakhshir, Director of Consumer Engagement for PepsiCo AMENA said. “It is key that we stay abreast of new technologies, and continue to advance transparency, viewability, brand safety and buying efficiency. The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact.”
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