Article
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Jorik Houweling and Nthabi Kamala, WARC Exclusive, October 2021
This article explains the creator economy, detailing the new ways creators are monetising their work and the difference between creators and influencers.
Article
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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.
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.
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.
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).
Article
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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.
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.
Research Paper
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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 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.
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.
Anheuser-Busch InBev, the brewer, saw various positive results from an innovative advertising campaign that applied blockchain technology to the mobile channel.
Article
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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.
CANNES: Anheuser-Busch InBev, the brewing giant, has already witnessed benefits from a recently launched mobile advertising campaign that employs blockchain technology.
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.
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.
Article
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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.
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.
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.
Article
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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.
Article
•
Jorik Houweling and Nthabi Kamala, WARC Exclusive, October 2021
This article explains the creator economy, detailing the new ways creators are monetising their work and the difference between creators and influencers.
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.
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.
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