Kind Ads ( The revolution in digital advertising has begun)

dmilliz (68)in #blockchain • 7 years ago (edited)

Many blockchain enthusiast believe that one of the industries that will be severely disrupted by the technology is the advertising space ( more specifically digital advertising). The reason being is that the space is extremely monopolized and has a high degree of fraud and inefficiencies. Some of these inefficiencies include:

High fees paid by advertisers to middle men in order to target an audience that may never get reached.
publishers such as bloggers unable to give their audience a favorable experience on their sites while trying to monetize via add placements.
Internet users bombarded with irrelevant advertisements and personal information theft vulnerability.

Even with all these inefficiencies in the space, global digital ad market (spending) reached $209bn in 2017 and is growing steadily each year. It is estimated that 20 billion a year is lost due to fraud. That figure is conservative and we will never truly know the exact amount as there is no open ledger. Who is benefiting the most from this multi billion dollar industry each year? It is not the advertisers, not the publishers and it is definitely not the internet users. It is the the middle men.

Now imagine if the people within the advertising industry who truly mattered got real value from the space by eliminating the middle man and making advertising a more personal and rewarding experience? This is what Kind Ads is doing through its decentralized platform that is already up and running.

What is Kind Ads?

Kind Ads is a decentralized protocol on the Ethereum blockchain that strives to improve how publishers and advertisers engage in marketing online. It is a fee less system for advertisers to directly form relationships with publishers who are given a score on the network which enables quality leads to be obtained more effectively. It also gives publishers the valuable option of choosing what type of advertisements are shown to their audience which creates a better user experience on their websites. The protocol also gives users/consumers power over their personal information by enabling them to opt-in or out of advertiser's messages on a case by case basis or to remain completely anonymous.

The protocol operates with an ERC20 Token called Kind which is used:

By advertisers to purchase placement form publishers who get paid instantly.
To reward users based on their level of participation ( opt-ins) to advertiser’s messages via publishers.
By users in order to opt-out of advertiser’s channels.
Allocated to the daily reward pool for publishers, users and app providers.

A video by Kind Ads that explains the idea.

App Partners

Kind Ads makes the role of the middle man obselete and the relationship between advertiser, publisher, application creator and user more concrete.

Benefits of cutting out the middle man.

Source

Benefits to the publishers

Publishers will be able to choose what advertisements are directed to their subscribers by forming relationships with advertisers directly and being able to reject or ask for edits for campaigns that will best match their audience and therefore forming a better relationship with them. ( If you own a blog, you understand your user base better than an advertiser and much better than a middle man). Publishers will also be able to get paid directly and instantly from advertisers once they have accepted an ad campaign. They no longer have to wait weeks for services offered now. The publishers also get to monetize their website traffic more effectively as middle men aren't their to take hefty fees from advertisers. The relationship between the advertiser and the publisher is now direct with added benefits.

Benefits to the user

Users won't be bombarded by irrelevant ads placed by middle men who have no particular interests in reaching the right audience. This alone is a sigh of relief for users and creates a friendly user experience. Without middle men, users will also be able see who advertisements are coming from in order to better understand the background of the message. When an add pops up on a website we have no clue who or what is behind it. Users can also use their personal information as a commodity now that middle men aren't buying, selling and giving away this precious information. They now have control of their privacy thanks to projects like Kind Ads and blockchain technology.

Of course there are benifits for the advertisers and app creators but for this article we have focused on the less obvious.

How Kind Ads will change the game of digital marketing.

As we know, the digital marketing space is monopolized by Facebook and Google. The only way to lift this grip that they have on the industry is to have decentralized solutions that will drive innovation in the space. This innovation will be driven by the direct relationships that advertisers and publishers are able to create with users. They will be able to share information and ideas (mastermind) in order to create value, which is the key to marketing. Middle men block the flow of information between the parties.

Kind Ads strategy

Kind ads won’t go head on to tackle the Goliaths in the advertisement space but instead, utilize avenues that they have neglected and don’t have access to. These avenues being E-mail subscriber lists, push notifications and direct leads selling by users to advertisers.

E-mail is one of the most effective ways to reach a demographic on a personal level. Ads on Facebook and Google cannot give the same experience as most of what we see from them is instantly seen as spam. With emails coming from trusted publishers going out to their audience, basically recommending products they think they would appreciate, it changes the whole dynamics of marketing to feel more personal. A publisher would not risk ruining their reputation that they have spent so much time to build for a quick buck, so E-mails coming directly from them that incorporates vetted ads will be more trust worthy to users.

Push notification is a recent trend in marketing that allows the user to opt-in or opt-out of the latest updates about events, news, new products and offerings pushed directly to their devices from sources they know and trust. It is usually done through apps or content pages that do not need to be open to send the notifications. This keeps users engaged and informed without interrupting their internet surfing experience. It is said that push notification is now currently more effective than e-mail marketing by 20%.

Direct Lead selling is a feature that will soon be added to the platform that enables users to give advertisers direct access to their information that they have uploaded. Users will get a commission in KIND Tokens for granting access to this information. For example, If a user is in the market for new camera, they will be able to input this information on the platform and advertisers will be able to bid for their attention. This will likely be done via E-mail and push notification as well as other channels. The key feature here is the direct access and the ability to opt out at anytime. I think this is a very handy feature as it will save users a lot of time searching for what they want at the best price and highest quality. Advertisers will also have a pool of direct leads without even needing to go through publishers. This is some revolutionary marketing right here.

Real world example using author, podcaster and blogger, Tim Ferris

Tim Ferris has a very popular blog and podcast where he gives a lot of valuable information and does interviews with individuals about health, wealth, life hacks, travel and living in the modern age. He currently has an E-mail blast that goes out every Friday about interesting finds that are relevant to his audience. If Tim were on the Kind Ads platform, a company that sells organic Jamaican herbal teas for example, could seek him out to target the health demographic he serves. Tim could possibly go ahead and get a sample sent to him. If Tim likes the teas and feels it would add value to his audience, he could go ahead and accept a campaign from the company on the platform even offering advice as to what messaging would work best for his audience. He could even recommend new teas that his audience would want.

This process brings value to every party. The tea company gets to understand and reach a targeted demographic more effectively (less cost and better targeting). Tim gets paid handsomely and instantly as there are no middle men and he is paid in crypto. He is also perceived as more valuable by his audience for bringing good products to their attention. The users, through Tim will get to know about new, worthy offerings from someone they trust and will in turn trust the companies. Users who are in the market for Jamaican herbal teas can go on the platform, input their info and then grant direct access to the same Jamaican tea company.

The kind Ads platform makes the process of the tea company accessing Tim more systematic but at the same time direct, leaving Tim and his team free to do what they do best. Smaller scale quality publishers would be able to benefit form this system as well.

Tim takes advantage of push notification

Now let’s say Tim creates an app “The Good Life” ( TGL) or uses a service like subscribers.com (one of kind Ad's App partners) where every day he sends a life hack to help people via push notification. Tim can use this channel to send push notifications of products that his audience will love that would be vetted by him bringing more value to all again. The audience would not be able to find these products on their own and if they saw it on Facebook or a Google search ads they would not pay it much attention. But because Tim is a trusted publisher, it is now something worth looking into. On top of it all, users will be able to earn rewards in the form of KIND Tokens for opting into and engaging with these notifications. It can be seen as a hybrid version of influencer marketing which has become very popular due to its effectiveness.

Tim could also be the voice of the people, getting valuable feedback from an audience that trusts him. A demographic audience may not want to give this feedback to companies directly but they will give it to Tim and with honesty.

Kind Ads Executive Team & Advisers

The team is extremely impressive as the CEO & Co-Founder Saulo Medeiros has helped build an advertising agency NPBR International LTDA where he serves as the Co-Founder. The agency is focused on digital marketing, so he is not new to the space. He has helped clients spend effectively $100,000,000 dollars a year on marketing and has built a vast global network.

Notably, one the advisers for the Kind Ads project is the legendary Marketer Neil Patel who is seen as the master of digital marketing. He also owns a marketing consulting company that has helped many companies globally to convert initiative into bottom line revenue. Some of these companies include: Google, Facebook, Amazon, NCB, GM, HP and Viacom. He has also created a host of web tools for marketers.

The Executive team and advisers looks solid with substantial experience in Blockchain technology and marketing. It doesn’t get any better than this. Just take a look for yourself.

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The team has the network it needs to get the ball rolling on adoption, and it is only a matter of time before the word spreads because marketing is always evolving and players in the space have to keep up or fall off.

Final thoughts.

Marketing has always been associated with being at the forefront of adopting new technologies as innovation is the name of the game. It is only a matter of time before we see the evolution of the industry through the use of blockchain. Kind Ads is well aligned to do its part to help revolutionize the space as they have the experience, the network, and an idea already rolled out as a platform that works. It will be very interesting to see how digital marketing will change in the next few years with projects like Kind Ads creating new benchmarks.

Do yourself a favor and sign up for the Kind Ads platform, be ahead of the game. Thanks for reading.