During Advertising Week New York, blockchain was one of many hot topics that attracted marketers to panels. One panel called “Blockchain and Advertising: How the Revolution Begins” featured Anheuser Busch InBev speaking about a recent campaign and its results.
Anheuser Busch InBev director of programmatic marketing, Laurel Van Tassel told the audience that the brand has taken a recent interest in blockchain, “dipping its toe” into the tech waters with a campaign that ran this summer.
Partnering with Kiip, a blockchain platform known for its rewarded ads inside mobile games, Van Tassel and her team launched a series of personalized ads that were triggered during key moments throughout a consumer’s time on mobile such as interacting with a particular kind of app.
Moment-based targeting, Van Tassel explained, can be broken out into different buckets.
When someone had a fitness moment, they were served an ad from Michelob Ultra. Bud Light ads were served to mobile users on social and sports, while Budweiser catered to both sports and food. Stella Artois targeted those exploring cultural content on their phones such as art, while Ritas was designed to tap into moments of music and activity on the weekend. Finally, Estrella Jalisco ads were timed with food and music activity.
The campaign resulted in 78 percent visibility—in terms of 50 percent of the ad visible—which exceeded all benchmarks. In addition, measurement was very close to existing DSPs like Adobe.
To gauge the success of the campaign, Anheuser Busch InBev compared measurement with other DSPs like Adobe. Blockchain also helped save ad dollars, as writing the ledger only cost two percent of the budget.
“I see blockchain as a place for more transparency,” said Van Tassel. “It might actually increase the workload initially [as we’re figuring things out] but I think it will create a robust environment where everyone can see what’s going on in terms of media buys.”
