Only 11% of advertiser and agency executives have completed ad buys using blockchain technology, according to a survey by advertising industry business intelligence company Advertiser Perceptions. In the report, commissioned by XCHNG, an open source decentralized blockchain for the digital advertising agency, 300 advertising decision makers were asked questions about their attitudes toward and adoption of blockchain media solutions.
Highlights of the survey’s findings include:
- Two-thirds of marketing professionals are skeptical of blockchain media solutions: The troubled narrative around crypto has tainted the image of blockchain in advertisers’ minds.
- Interest is high, but the execution is low…for now: While half of advertisers report having met with a blockchain provider, just 1-in-10 has executed any ad buying using the technology.
- Blockchain is the Promise Land? Nearly 70% of advertising decision makers indicate that significant issues such as lack of transparency and inaccuracies in the supply chain are considerably affecting their ROI, and more than half believe blockchain can help address these issues.
- Adoption within the next 2 years: Of those who met with a blockchain provider to discuss solutions, most of them plan to purchase data utilizing blockchain technology in the next couple of years.
The survey whitepaper can be found through this link.
About Charles Manning
Charles Manning is the founder and CEO of Kochava, the leading mobile attribution analytics platform serving tier-one advertisers worldwide. For nearly 20 years Charles Manning has been creating technologies that use data for system optimization, ranging from business service management (BSM) to information technology (IT) to attribution analytics. Charles began his career at Oracle, and later held executive and C-Level positions at M-Code, Managed Objects, and PLAYXPERT.
Prior to founding Kochava, Charles founded PLAYXPERT – which started as a gaming technology platform. After licensing the PLAYXPERT technology to Razer, Charles built a team that focused its time on building engagement platforms for entrepreneurs and agencies. Upon realizing that there were no standard platforms that provided attribution or post-install analytics that were worth a darn in mobile – Charles and his team built one, and Kochava was born. The Kochava technology is now integrated with more than 1,600 publishers and is trusted by hundreds of brands including the biggest names in mobile gaming, news and media, and consumer goods.
XCHNG is an open and unified blockchain-based framework for the digital advertising ecosystem. Designed and deployed by Kochava, the XCHNG framework is centered around a common Ricardian Smart Contract with an open blockchain implementation to persist transactional history and provide supporting utilities required for maximizing efficiency through the lifecycle of the IO. XCHNG enables the related targeting and activation of audiences, bolsters ad-spend efficiency and transparency, establishes a next-generation system of record for all participants, and provides the opportunity to tokenize the framework to treat digital as a true asset class, standardizing the valuation of ads. For more information visit https://xchng.io/.
Kochava offers a unique, holistic and unbiased analytics platform to plan, target, measure and optimize media spend. The Kochava platform for mobile and connected devices combines potent features and global coverage with thousands of network and publisher integrations, allowing advertisers to target audiences and measure campaign performance with precision. Real-time customizable visualizations give users fluid access to a full spectrum of data points, providing robust segmentation capabilities and real-time actionability. Yielding the most powerful tools in the ecosystem, Kochava is chosen by brands across industry verticals to measure the largest and most sophisticated ad campaigns. For more information visit https://www.kochava.com/.
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