How blockchain technology will revolutionize advertising - Chief Marketing Technologist

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The following is an excerpt from the new e-book, The CMO Primer For The Blockchain World: How This “Trust Machine” Impacts Branding, Customer Experience, Advertising and Much More by Jeremy Epstein, CEO of Never Stop Marketing.

It features forewords by the CMO of NASDAQ, Jeremy Skule and the CMO of Dun & Bradstreet, Rishi Dave. The e-book explores seven different marketing functions and how blockchains might impact them as well as highlighting a few emerging vendors in the blockchain marketing tech space.

To download the free e-book, please click here.

You can also hear Jeremy speak at the MarTech conference in Boston, October 2-4, where he’ll present a 45-minute, in-depth session on Blockchain and the CMO: The Next Era of Marketing.

EXCERPT: Advertising Becomes More Accountable

Familiar Challenges

You know you are not getting enough value for your advertising dollar. For every $1 you invest in advertising, you only get $.44 of value. One Forrester analyst claims that publishers who remove middlemen can increase CPM from $1 to $5.

The Ad Maze report in the Wall St. Journal is only the most recent illustration of the number of middlemen (and resulting lack of transparency) between you and your intended audience. As if that is not bad enough, you also do not have enough visibility into how your advertising performs. To top it all off, bots inflicted $7.2 billion in fraud last year.

Awareness is critical and advertising is a necessary component to driving consideration. You also know that the current model does not optimize your effectiveness or your return on marketing investment. John Wanamaker’s quote still rings true:

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

Where Blockchain Technology Can Fit In

This next line will not help with the popularity of agencies, but that does not mean it is not accurate.

Any industry that is full of intermediaries, has a lot of value lost along the transaction path, and lacks transparency and trust is an industry that is ripe for blockchain-driven disruption.

It comes as no surprise that the first and most advanced wave of blockchain-based protocols and technologies are seeking to upend how digital advertising is purchased, delivered, measured, and valued.

Posted by nearwow 98 days ago in Tech  |  chiefmartec.com
 

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