WHAT IS BLOCKCHAIN?

Blockchain is a distributed, decentralized ledger technology that records transactions in data structures called blocks. These blocks are linked together and collectively provide a secure, tamperproof, and complete record of transactions. Blockchain is the foundation for how cryptocurrencies, like Bitcoin, work, and it is now seeing application in other areas to track anything that has value.

WHY SHOULD MARKETERS CARE?

With blockchain comes the potential to remedy many of the trust issues in advertising financial management and the digital ad supply chain. The relationships and interactions that occur between digital advertisers, publishers, and those who respond to advertising are an ideal application for blockchain. Because blockchain enables sharing of data between parties that may not fully trust one another, it could bring needed transparency to the digital marketing and advertising ecosystem.

HOW CAN IT HELP YOUR BUSINESS?

The transparency that blockchain could bring to the digital advertising ecosystem would create unprecedented levels of trust between players. Furthermore, if blockchain becomes a digital advertising ledger that records all changes, businesses can gain new and more granular insights by having precise and detailed data throughout the customer buying journey.

A Personalized Future, with Mike Barclay of MoEngage

Personalization in marketing is nothing new; since the dawn of the internet, brands have been able to customize messaging to specific groups or even individuals. However, we haven’t always used this engagement superpower for good. Many brands have been guilty of getting a little too personal and creeping out their customers in the process. But today’s guest says there’s a bright future for personalization as a cornerstone to modern marketing. Mike Barclay of MoEngage joined the pod to discuss the highs and lows of personalization, and what brands born before the dawn of the internet can do to get in on the personalization game.

> See all episodes
QR Codes: Are they Back for Real This Time?

QR Codes are an extension of the barcode, and were first introduced as a way for manufacturers to scan larger amounts of data quickly. By 2011, retailers and tradeshows were able to take advantage of smartphone technology to utilize QR codes in their inventories, badging, and check-ins — and slowly there emerged consumer usage in the form of online offers.
The process, however, was clunky and involved third-party app software to get QR Codes to work. Fast forward to 2020, when the COVID-19 pandemic raged, and the need for contactless interaction became paramount. It was during this time that QR Code technology could now exist on everything from packaging to OOH signage, and with a simple hover of a smartphone’s camera send consumers to microsites, check-in pages, and offers.
This has allowed marketers to take advantage of QR Codes in ways previously unthought of; however, like most technologies, there are privacy and safety issues to be aware of — and the current speed and ease of QR Code usage means large untapped potential for marketers in the future as well. Read on to see how marketers are using them and addressing issues with QR Codes.

> See all issues

WHAT IS BLOCKCHAIN?

Blockchain is a distributed, decentralized ledger technology that records transactions in data structures called blocks. These blocks are linked together and collectively provide a secure, tamperproof, and complete record of transactions. Blockchain is the foundation for how cryptocurrencies, like Bitcoin, work, and it is now seeing application in other areas to track anything that has value.

WHY SHOULD MARKETERS CARE?

With blockchain comes the potential to remedy many of the trust issues in advertising financial management and the digital ad supply chain. The relationships and interactions that occur between digital advertisers, publishers, and those who respond to advertising are an ideal application for blockchain. Because blockchain enables sharing of data between parties that may not fully trust one another, it could bring needed transparency to the digital marketing and advertising ecosystem.

HOW CAN IT HELP YOUR BUSINESS?

The transparency that blockchain could bring to the digital advertising ecosystem would create unprecedented levels of trust between players. Furthermore, if blockchain becomes a digital advertising ledger that records all changes, businesses can gain new and more granular insights by having precise and detailed data throughout the customer buying journey.

“Digital advertising is still suffering from the same issues of transparency, fraud, and fragmentation. And it’s because we just keep slapping band-aids on a fundamentally broken system when we
need to be developing a new infrastructure that’s driven by innovative technologies.”

Christiana Cacciapuoti

Executive Director

AdLedger

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into blockchain? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Blockchain-Based Advertising Efficiencies

ANA. February 2020

IBM iX explained how it is using blockchain technology to increase the transparency of media supply chains.

Blockchain in the New Era of Privacy

ANA. February 2020

Dustin Engel, general manager of corporate development at PMG, discussed how blockchain technology can help to maintain consumer privacy and support the future of a free, ad-supported internet.

Greetings from the Blockchain

ANA. May 2019

TD Ameritrade’s ad is a first of its kind in many ways. It’s the first permanent media placement, the first ad designed and executed using cryptocurrency transactions, and the first use of the blockchain as a media platform.

Download Now!

Blockchain technology is a distributed, decentralized ledger that can be used to track anything of value. Its applications to the marketing digital supply chain are still being explored, but there is optimism around its ability to increase accountability within the digital advertising ecosystem.

 

ANA Marketing Futures spoke with marketers and experts across the industry to get their perspective on blockchain as it relates to marketing, and created a guide containing expert perspectives and tips for those considering blockchain technology for their brands.

Christiana Cacciapuoti

Executive Director

AdLedger

“Digital advertising is still suffering from the same issues of transparency, fraud, and fragmentation. And it’s because we just keep slapping band-aids on a fundamentally broken system when we

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into blockchain? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Blockchain-Based Advertising Efficiencies

ANA. February 2020

IBM iX explained how it is using blockchain technology to increase the transparency of media supply chains.

Blockchain in the New Era of Privacy

ANA. February 2020

Dustin Engel, general manager of corporate development at PMG, discussed how blockchain technology can help to maintain consumer privacy and support the future of a free, ad-supported internet.

Greetings from the Blockchain

ANA. May 2019

TD Ameritrade’s ad is a first of its kind in many ways. It’s the first permanent media placement, the first ad designed and executed using cryptocurrency transactions, and the first use of the blockchain as a media platform.

Download Now!

Blockchain technology is a distributed, decentralized ledger that can be used to track anything of value. Its applications to the marketing digital supply chain are still being explored, but there is optimism around its ability to increase accountability within the digital advertising ecosystem.

 

ANA Marketing Futures spoke with marketers and experts across the industry to get their perspective on blockchain as it relates to marketing, and created a guide containing expert perspectives and tips for those considering blockchain technology for their brands.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

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New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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