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What NFTs can do for creators and brands

Article • Sam Peña-Taylor, Event Reports, Lions Live, June 2021

This article explores some of the implications of the boom in non-fungible tokens (NFTs), and how this technology could affect individual creators and brands.

Three steps to study: How brands can think about non-fungible tokens

Opinion • Samantha Yap, April 2021

PR agency YAP Global’s Samantha Yap looks at the hype around non-fungible tokens (NFTs), and spells out the three steps that brands should consider when framing their angle on this cryptographic token: explain what an NFT is, forward the justification for it, and understand its prospective value in the future.

Nifty marketing with NFTs: Non-fungible tokens offer exciting possibilities for marketers

Opinion • Oliver Eriksson, March 2021

The proof of authenticity and provenance offered by non-fungible tokens or NFTs opens up numerous possibilities for brands to use as a way to encourage loyalty, long-term fan engagement and advocacy.

Blockchain study reveals potential benefits for digital advertisers

News • 20 September 2020

The use of blockchain technology in qualifying impressions in digital advertising can increase return on ad spend by as much as 14%, according to research from the Trustworthy Accountability Group (TAG).

P&G highlights three ways blockchain solutions could deepen consumer relationships

Article • Stephen Whiteside, Event Reports, CES 2020

Procter & Gamble, the consumer goods manufacturers, believes that blockchain solutions could have several useful applications for engaging with customers.

Marketer's Toolkit 2020: Data Report

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.

Can blockchain really disrupt market research?

Research Paper • Laurent Florès, Int. Journal of Market Research, Vol. 61, No. 5, 2019, pp. 466-467

This article examines blockchain technology and its expected impact on the market research industry. Blockchain technology can record all data transactions and exchanges over time, in a secured and trustworthy way, thanks to an anonymous and decentralized system.

The potential of blockchain for digital advertising

Opinion • Dom Blacklock, August 2019

The virtues of blockchain technology have the capacity to revolutionise a range of industries, from e-commerce to banking to shipping, explains the7stars' Dom Blacklock, but especially digital advertising.

R3's Future 40

Article • Research on WARC, July 2019

A report on 40 emerging technology companies that are transforming how marketers drive engagement and conversion.

Encouraging results from blockchain pilot

News • 13 February 2019

A blockchain pilot program focused on providing brands with greater transparency around digital advertising has reported a significant lift in performance when optimized against programmatic discrepancies.

AB InBev sees blockchain ad benefits

News • 24 October 2018

Anheuser-Busch InBev, the brewer, saw various positive results from an innovative advertising campaign that applied blockchain technology to the mobile channel.

Blockchain technology delivers marketing benefits for Anheuseur-Busch InBev

Article • Stephen Whiteside, Event Reports, Advertising Week, October 2018

Anheuseur-Busch InBev, the brewer, has been an early adopter of blockchain solutions in the mobile marketing space.

How blockchain can enhance accountability in the media industry

Article • Rob van den Dam, WARC Exclusive, October 2018

Discusses media and entertainment (M&E) executives' perspectives on blockchain and how it can help address new challenges in the area of digital rights, advertising and digital fraud.

AB InBev taps blockchain for mobile ads

News • 15 July 2018

CANNES: Anheuser-Busch InBev, the brewing giant, has already witnessed benefits from a recently launched mobile advertising campaign that employs blockchain technology.

Blockchain in 2018: Challenges and opportunities for marketers part 2

Article • Rolfe Swinton, WARC Webinars, July 2018

The second part of Rolfe Swinton's, director of data assets at GfK, blockchain webinar series explains specific actions that marketers and companies can take to develop their own blockchain plans and pilots.

Anheuser-Busch InBev brews up a blockchain advertising future

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

Anheuser-Busch InBev, the brewer, tapped the power of blockchain technology to run an innovative mobile advertising campaign.

Identifying blockchain opportunities for brands

News • 09 July 2018

NEW YORK: Blockchain technology could help marketers in areas where trust and verifiability are major concerns, according to Rolfe Swinton, director/data assets for North America at research firm GfK.

Where is blockchain technology going – and how can brands prepare?

Article • Stephen Whiteside, WARC Exclusive, July 2018

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

Japan's Line moves into cryptocurrencies

News • 28 June 2018

TOKYO: Japanese messaging service Line plans to launch a cryptocurrency exchange in Singapore next month as it seeks to ramp up its financial services capabilities and reduce its reliance on advertising revenue and other sources of income.

Blockchain could avert a marketing data crisis

News • 04 June 2018

NEW YORK: Blockchain solutions could help marketers head off a potential equivalent to the “subprime mortgage crisis” in the digital data market, according to Rolfe Swinton, the director/data assets for North America at research firm GfK.

Can blockchain technology help marketing avoid a subprime mortgage moment?

Article • Stephen Whiteside, WARC Exclusive, June 2018

Blockchain technology could help the marketing industry address many of the problems it is experiencing when it comes to consumer data.

Blockchain in 2018: Challenges and opportunities for marketers

Article • Rolfe Swinton, WARC Webinars, May 2018

Rolfe Swinton, Director of Data Assets at GfK, discusses what blockchain is, how it has evolved over the last 10 years and how it impacts the data supply chain.

American Airlines' long-haul view on blockchain

News • 22 May 2018

NEW YORK: American Airlines, the air carrier, is taking a considered approach to potentially leveraging blockchain solutions, rather than being seduced by the latest shiny object in the technology toolkit.

Flight delay: American Airlines takes long-haul view on blockchain

Article • Stephen Whiteside, Event Reports, 2018 Blockchain Brand Innovation Summit, May 2018

American Airlines, the air carrier, is taking a nuanced approach to leveraging blockchain solutions, rather than getting caught up in the hype surrounding this technology.

What blockchain means for B2B marketers

Article • Michael J. McDermott, ANA, B-to-B Marketer, May 2018

Explains the benefits that blockchain can have for the future in B2B marketing and the challenges the industry faces in securing its uptake.

What NFTs can do for creators and brands

Article • Sam Peña-Taylor, Event Reports, Lions Live, June 2021

This article explores some of the implications of the boom in non-fungible tokens (NFTs), and how this technology could affect individual creators and brands.
Marketer's Toolkit 2020: Data Report

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.
P&G highlights three ways blockchain solutions could deepen consumer relationships

Article • Stephen Whiteside, Event Reports, CES 2020

Procter & Gamble, the consumer goods manufacturers, believes that blockchain solutions could have several useful applications for engaging with customers.
Can blockchain really disrupt market research?

Article • Laurent Florès, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 466-467

This article examines blockchain technology and its expected impact on the market research industry. Blockchain technology can record all data transactions and exchanges over time, in a secured and trustworthy way, thanks to an anonymous and decentralized system.
Trend Snapshot: Blockchain

Article • Alex Brownsell , WARC Trends, September 2017

This article explores the rise of blockchain technology, originally created to underpin digital currencies like Bitcoin and now mooted as a means to rid the digital advertising industry of its ongoing fraud and transparency crises.
Carat's top 10 trends for 2018

Article • Dan Calladine, WARC Exclusive, January 2018

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.