By: Ljubica Vukčević, Insight Manager, Direct Media United Solutions
With consumers being exposed to such diverse and extensive content these days, it is difficult to maintain consumer engagement for ads and achieve interaction on posts. Marketers today begin to use blockchain to stimulate consumers to “stick” with the ads, and to get engaged – whether it’s about feedback, comment, or tagging a friend.
At present, digital advertising is built on a model where a central broker, in the form of trusted media sites (such as Facebook and Google), facilitates the advertising of sale or purchases. Blockchain has the potential to disrupt this model by allowing advertisers to directly buy and sell to the user. For example, app of the Brave browser uses its Basic Attention Token (BAT) to allow advertisers to pay people directly for watching their ad. The amount paid is calculated by monitoring spectator’s mental effort, which results in smarter spend on brand advertising and better experience for the users.
Blockchain enables people to buy and sell personal data, allowing greater data autonomy. But the benefits of blockchain don’t lie just with the user. Although, when it comes to marketers, it could lead to lower number of leads, their quality will undoubtedly be greater.
What about the market in Serbia?
In the first half of 2018, the Serbian blockchain initiative was established and registered.
Goal of the initiative is to create an ecosystem and support, to regulate blockchain in the market, and to link corporations, developers, policy makers and enthusiasts.
Research of blockchain activities in Serbia has shown that Serbia currently has around 130 blockchain developers. This places Serbia in the very top of world’s blockchain destinations, according to the Direct Media United Solutions media trends report.
Check out the other media trends for 2019 here.
