Anheuser-Busch InBev has partnered with Kiip to launch what it claims to be the first mobile ad campaign in history that uses blockchain technology. In particular, it uses Kiip’s ‘Single Ledger’ blockchain product. Kiip provides customers with tangible rewards for in-app actions and in-game achievements, instead of the traditional advertising style where users are interrupted by an ad. Anheuser-Busch InBev chose Kiip to engage customers in interesting and meaningful ways instead of interrupting them which causes disengagement.
Brian Wong, the CEO of Kiip, said, “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. We saw this technology’s potential to impact several major areas of the advertising world, including supply-chain transparency, campaign data reconciliation and viewability verification. Single Ledger, quite frankly, is just the beginning for us… When we started digging into the potential of blockchain, we began to realize that if Kiip was started today, it would be built on blockchain technology.”
With Single Ledger, advertising data is more transparent than ever allowing the advertiser to easily view and audit the ad campaign. This eliminates fraudulent reporting from third parties and ad servers, which is a common method by which publishers charge advertisers more money than they really should.
Anheuser-Busch InBev can track ad activity by the hour and only pays for ads that meet their engagement criteria. The ad reporting and payment process is usually difficult and labor intensive but with Single Ledger it is streamlined and easy since everything is stored in an immutable blockchain, so it is easily accessible and there is no further verification needed to ascertain whether the data is correct since information stored on a blockchain can’t be manipulated.
Anheuser-Busch InBev was formed from the mergers of Interbrew, AmBev, and Anheuser-Busch, and is the world’s largest brewer with 500 brands of beer in over 100 countries. Its net income is nearly USD 10 billion per year.
This isn’t the first time Anheuser-Busch InBev has used blockchain technology. Earlier in 2018, it partnered with Civic Technologies to develop the first beer vending machine that uses cryptocurrency.
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