The rising consumption of digital media, as a consequence of the accessibility of smart devices (IoT) and social media popularity, generated tremendous opportunities for companies to reach audiences in the online environment through digital advertising. However, there is a software haunting these companies, and consequently costing them billions: ad blocking.
According to a report in PageFair, the global number of desktop and mobile devices that use ad blocking services reached 615 million devices by the end of 2016, and it is expected to keep growing in the next years. Consequently, this trend has been affecting publishers, marketers, agencies and other businesses that depend on ad revenue.
What is SocialMedia.Market
In order to bypass adblock, companies/agencies have been researching for digital marketing alternatives. Recently, SocialMedia.Market, a marketing platform, adopted Influencer Marketing as its strategy. The objective is to have brands and products incorporated organically into content from real people. This provides authenticity to the content because real people are endorsing products or services to an audience that has previously subscribed or followed.
Influencer Marketing, defined, is “a form of marketing in which the focus is placed on influential people rather than the target market as a whole”. Society has seen celebrities, bloggers and journalists sharing their own content while building a solid user base of like-minded people. Consequently, advertisers have found opportunities to employ digital influencers that have the potential to motivate followers in the industry where their buying decisions are concerned.
SocialMedia.Market aims to connect publishers and advertisers on a single platform. The project will leverage the Ethereum blockchain in order to create a decentralized ecosystem that will discover, create, perform and analyze advertising campaigns with social media influencers across any social media platform. The blockchain technology will allow the creation of a public and agile platform with an advertising marketplace accessible to everyone, even to up-and-coming influencers, startups and small businesses.