Current mobile advertising models are ineffective
It’s undeniable that the present mobile advertising solution is not living up to the expectation of mobile-first advertising experience.
Mobile websites and most mobile applications typically display advertisements on the side or as banner ads, where users’ true attention cannot be captured. This is further worsened by the inherent limitation of mobile devices small form-factor.
advertisers are hoping for the emergence of legitimate third players
Ad Fraud is another major issue in the mobile & digital advertising space. Malicious click-bots and fake traffic have cost advertisers $6.5 billion globally in 2017, according to a report from Association of National Advertisers (ANA) and White Ops (a cyber security firm which exposed the “Methbot” operation).
In the era of duopoly by way of Google and Facebook controlling almost 60% of the global digital advertising, advertisers are hoping for the emergence of legitimate third players to help keep prices in check, and by delivering more effective brand exposure.
Can lock screen advertising improve mobile attention economics?
The average smartphone user unlocks their smartphone 80 times -100 times per day. Lock screen is the first mobile impression that users engage before everything else, and hence capturing maximum users’ attention.
Various research to date strongly suggests that the same ad performs differently based on the “form factor” the consumer views it on. Full-screen advertisement delivered to the lock screen has proven itself to be the most effective form-factor to capture user attention where we can expect approximately 10x higher click-through-rate (CTR) compared to industry typical mobile banner ads.
How blockchain comes into play
Blockchain is the fundamental technology that enable cryptocurrencies like Bitcoin and Ethereum. In a nutshell it is a ledger that operates in a decentralized system, and the underlying technology works on a trust protocol.
As data is stored in decentralized manner across all the computing nodes, blockchain inherently allows immutability where you can’t change the blockchain — and for data purposes, not one person or entity can re-write or destroy it.
blockchain inherently allows immutability
As advertisers struggle to counter digital ad-fraud, blockchain technology holds the potential to address this issue.
Through individual user’s unique identity and digital signature, blockchain could accurately record the user’s ad engagement behavior in a decentralized blockchain ledger. The industry can then gain the trust of advertisers by ensuring that quality traffic is delivered and metrics accurately reflect the target audience’s behavior instead of worrying about fake/fraudulent traffic.
Who are the notable players?
While there are a number of cryptocurrencies applications built on the blockchain, only a few of them are designed to disrupt digital advertising. Following are some of the notable players focusing in this space, particularly from the supply side perspective.
SwipeCrypto – SwipeCrypto is a blockchain protocol enabling lockscreen advertising for mobile app publishers. SwipeCrypto introduces transparency and accountability within the ecosystem through lockscreen SDK and blockchain technology.
Any app publishers can embed the SDK to monetize its lockscreen and increase active usage. SwipeCrypto Token (SWC) is used as micro-payment to publishers and users for engaging with lockscreen advertisements. SwipeRich lockscreenâ—âthe backbone of SwipeCrypto ads delivery technology, is currently serving more than 10 million impressions per month in Philippines and Indonesia
Basic Attention Token – Basic Attention Token (BAT) delivers blockchain-enabled digital advertising on desktop browsers. It strives to improve the efficiency of digital advertising by making BAT token exchangeable between publishers, advertisers, and users who use its Brave web browser.
The token can be used to obtain a variety of advertising and attention-based services on the Brave platform. The utility of the token is based on user attention, which simply means a person’s focused mental engagement.
What does this mean to advertisers?
Blockchain is here to stay, and every industry including mobile advertising will face blockchain disruption that will transform the way industry works. Ad-tech blockchain developments today are initial steps towards a more transparent and effective mobile advertising industry.
Advertisers need to focus on how blockchain technology’s transparency, decentralization and immutability can help address ad-fraud and accountability issues in the industry. Only through industry collaboration can we create a blockchain solution that live up to the vision of what mobile advertising could be.
Editor’s note: Find out more about blockchain technologies by visiting sister site The Block, which features industry news, analysis and opinion.