Isobar India and UK-based technology partner AdsDax have completed an initial four-week trial campaign running from January to February 2019, saying they were successful in their effort to scale up their run of media-rich ads on the AdsDax blockchain-enabled platform.
The campaign promoted Ceat Tyres, one of Isobar’s biggest auto industry brands, by sending mobile adverts in the form of large video banners to consumer devices from the AdsDax advertisement platform. Over 2.6 million ad impressions were received and recorded to a public ledger, thereby providing both the agency and advertiser with constant and transparent access to the campaign in real time.
Although transparency has often been cited as one of the principal advantages of blockchain technology, specifically by decentralizing the entire ecosystem and allowing participants to securely access the open ledger, one of the obstacles has been producing an adequately efficient platform given the sheer volume of data.
Isobar Executive Vice President Shekhar Mhaskar claims that the recent trial effectively proves that the AdsDax platform can track live campaign events on a secure ledger at scale, with transactions logged immediately and directly.
Nitish Bajaj, Ceat Tyres Senior Marketing Vice President, described the promise of blockchain-enabled platforms as a “win-win situation,” whereby campaigns can be followed at every stage and the most can be made of media investments.
According to Ryan Davies, AdsDax Chief Product Officer, the initial trial campaign demonstrated considerable progress in the development of a resilient and efficient blockchain solution for advertising. This is crucial because the platform must be capable of managing the sheer volume of data involved throughout the process, while still being commercially viable from a cost perspective.
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