A brewing giant has entered the blockchain world. Anheuser-Busch InBev has great plans regarding the advanced technology within the digital advertising sector.
The largest brewery company in the world has collaborated with mobile marketing platform Kiip to release the company’s first ad campaigns. The announcement was made on 18th June via Globe Newswire. According to it, blockchain technology is used to record and track inputs. Built on Ethereum’s blockchain, the purpose of ad campaigns is to extend the visibility of an ad.
“We’re building a company to last for the next 100 plus years and that can only be done by disrupting existing paradigms through innovation and putting consumers at the heart of everything we do,” stated Lucas Herscovici, AB InBev’s Global Marketing Vice President of Consumer Connections, Insights and Innovation, adding that “As the world’s largest brewer and brand builders, we take our responsibility for the stewardship of the category seriously through our approach to advertising and the ways we create meaningful experiences for consumers with our brand content. This campaign will increase transparency in programmatic ad buying and support the ways our brands earn consumers attention.”
The campaign uses Kiip’s “Single Leger”
The project is considered a step forward because it provides consumers with the most relevant ads and represents an innovation for the clarity of the ad supply chain, according to the press release. AB InBev uses Kiip’s targeting technology to reach as many consumers as possible through modern techniques.
Dubbed “Single Ledger,” the blockchain-based product targets alongside its main features tech issues such as mobile ad fraud. The ledger offers users the opportunity to verify campaign data without intermediaries. Additionally, Kiip’s product assures the beer company that each money is invested and spent properly to establish the required connections between the consumer and the ad.
The campaign has been launched two weeks ago
The campaign has been officially launched two weeks ago and features AB InBev‘s popular brands such as Budweiser, Bud Light, Michelob Ultra, Limeatrita, and Estrellas.
“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,” claimed Brian Wong, founder, and CEO of Kiip. “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,” according to the Press Release.
AB InBev’s campaign is capable of collecting and measuring each hour different features such as feedback, engagement, and price recorded on Ethereum’s network. Moreover, ad buyers can select ads in accordance with their preferences.
Kiip is an In-App mobile platform that delivers to customers the most relevant ads. The company was founded in 2010 by young entrepreneur Brian Wong and has been collaborating with giant brands such as Coca-Cola, Kellogg’s, Procter & Gamble, Johnson & Johnson, and McDonald’s. Kiip managed to collect over $ 32 million in venture capital, being supported by Hummer Winblad, Relay Ventures, True Ventures, Verizon Ventures, U.S. Cellular, American Express Ventures, IPG, and others.
This is the latest innovation brought into the crypto sector. The fact that the company is part of the beverage industry indicates that blockchain technology has no limits and proves that it can be adapted to any industry.