Web3 Impact on Digital Ad: Tips for Marketers

Daisie Team -

Contents

  1. What is Web3?
  2. Impact of Web3 on digital advertising
  3. How to adapt your marketing strategy for Web3
  4. Tips for marketers to engage Web3 users
  5. Examples of successful Web3 marketing campaigns
  6. How to measure the success of Web3 marketing efforts
  7. Future trends of Web3 in digital advertising

Imagine a world where you, as a marketer, can build more personalized and targeted advertising campaigns. That's the promise of Web3, the next evolution of the internet that's making a big splash in the digital advertising pond. In this blog, we're going to explore the impact of Web3 on digital advertising and share tips for marketers who want to ride this wave.

What is Web3?

Web3, short for Web 3.0, is often referred to as the future of the internet. Think of it as the third version of the internet; after Web1 (the read-only internet) and Web2 (the read-write internet), now comes Web3—the read-write-execute internet.

Web1 was the early phase of the internet, where you could only read content from websites; think of it as a library. You could go in, find information, but couldn't add or change anything.

Then came Web2, which allowed you to not only read but also write and interact with the content; think of it as a bookstore where you could read, write reviews, and even publish your own book. This is the era of social media, blogs, and user-generated content.

Now, we're entering the era of Web3, which adds another layer—execute. This means the internet can perform actions based on the data it has. You can interact with content, add to it, and the internet itself can make decisions and execute actions. This is made possible by technologies like blockchain, artificial intelligence, and decentralized networks.

What does this mean for digital advertising? It means a shift in how you reach and engage with your audience. The impact of Web3 on digital advertising is profound, and as a marketer, you need to understand and adapt to this new landscape.

Impact of Web3 on digital advertising

Web3 is shaking up the digital advertising industry, and it's time to sit up and take notice. Here's how:

Data Ownership: In the Web3 universe, users own their data. This is a big change from Web2, where data is often owned by the platforms users interact with. With Web3, users have more control over their data and who can access it. This means, as a marketer, you might need explicit permission from users to use their data for advertising.

Direct Consumer Relationships: With Web3, you can create direct relationships with your customers, without the need for intermediaries like social media platforms or search engines. This means you can build more targeted and personalized advertising campaigns.

Transparency: Web3 is built on blockchain technology, which brings transparency to digital advertising. With blockchain, you can see exactly where your ads are placed and how they are performing, reducing the risk of ad fraud.

Customization: Web3 allows for more customization in advertising. For example, with smart contracts on the blockchain, you can create ads that only display when certain conditions are met, such as when a user is within a certain geographical location or has shown interest in a specific product.

Interactivity: Web3 also brings a new level of interactivity to digital advertising. For example, with augmented reality (AR) and virtual reality (VR) becoming more mainstream, you can create more immersive and engaging advertising experiences.

The impact of Web3 on digital advertising is only just beginning to be felt. As a marketer, it's important to understand these changes and be ready to adapt.

How to adapt your marketing strategy for Web3

Adapting to the impact of Web3 on digital advertising may seem daunting, but it doesn't have to be. Here's a simple game plan to help you navigate this new territory:

1. Respect Data Ownership: Start by recognizing that users own their data. So, ask for their permission before using it in your advertising campaigns. This will not only help you comply with Web3 principles but also build trust with your customers.

2. Build Direct Relationships: With no intermediaries, you can now connect directly with your customers. Use this opportunity to understand their needs better and create more personalized ads that resonate with them.

3. Embrace Transparency: Transparency is not just a nice-to-have; it's a cornerstone of Web3. Use blockchain's transparency to your advantage by showing your customers where and how their data is being used. This can help boost their confidence in your brand.

4. Customize Your Ads: Web3 allows for smart contracts, so take advantage of this feature. Create ads that are triggered by specific customer actions or preferences. This can help increase your ad's relevance and, in turn, its effectiveness.

5. Make Your Ads Interactive: Use technologies like AR and VR to make your ads more engaging. Think beyond the traditional banner ad and explore how you can create more immersive advertising experiences.

Remember, Web3 is not just a new technology; it's a new way of thinking about digital advertising. Embrace it, and you'll be well on your way to marketing success in the Web3 world.

Tips for marketers to engage Web3 users

You may be asking yourself, "How can I engage users in this Web3 world?" Good question! Here are some tried-and-true tips:

1. Listen and Learn: Start by understanding your audience's needs and interests. This can help you tailor your ads to their preferences, making them more likely to engage with your content.

2. Embrace Decentralization: Web3 is all about decentralization. So, try to move away from the 'one-size-fits-all' approach and create ads that are more personalized and unique. This can make your ads stand out and engage more users.

3. Leverage Blockchain Technology: Blockchain, the backbone of Web3, provides unparalleled transparency. Use this to show users how their data is being used, which can help build trust and increase engagement.

4. Make Use of NFTs: Non-fungible tokens (NFTs) are unique digital assets that users can own and trade. Incorporate NFTs into your marketing strategy, and you can provide users with something of value that they can interact with and share.

5. Don't Forget Mobile: Mobile usage is still on the rise, and it's no different in the Web3 world. Ensure your ads are mobile-friendly to reach a larger audience and increase engagement.

So there you have it! With these tips, you can start engaging Web3 users and make the most of the impact of Web3 on digital advertising.

Examples of successful Web3 marketing campaigns

Now that we've covered some tips, let's look at a few examples of successful Web3 marketing campaigns. These should give you a good idea of how to harness the power of Web3 for your own digital advertising efforts.

1. CryptoKitties: This is a blockchain-based virtual game that allows players to buy, collect, breed and sell virtual cats. The game made headlines when one of the virtual cats was sold for over $100,000! The success of CryptoKitties goes to show the potential of blockchain in engaging users and creating buzz around a product.

2. The Decentraland Project: This is a virtual reality platform powered by the Ethereum blockchain. The project has done a great job in marketing itself by hosting virtual conferences and meetings, thereby showcasing the potential of Web3 in creating immersive and interactive experiences.

3. Pepsi's MicDrop: Pepsi recently launched its own NFTs, called MicDrop, which were sold out in minutes. This is a great example of a traditional company successfully leveraging the power of Web3 and NFTs to engage their audience.

4. Nike's Patent for CryptoKicks: Nike has filed a patent for CryptoKicks, which would be tokenized on a blockchain and could be used to authenticate and transact digital footwear. This shows how even traditional sectors like footwear are exploring the potential of Web3.

All these examples showcase the immense potential and the impact of Web3 on digital advertising. They illustrate how Web3 can be used to create unique, engaging and immersive experiences for users.

How to measure the success of Web3 marketing efforts

Measuring the success of your Web3 marketing efforts can be a little different from traditional digital marketing. Because we're dealing with a new tech, it's important to understand what metrics matter and how you can track them. So, where do you start?

1. User Engagement: In the Web3 world, user engagement is key. Look at how users are interacting with your dApps, NFTs, or blockchain-based games. Are they spending time and resources? Are they returning for more? These can be signs of a successful campaign.

2. Transaction Volume: On a blockchain, everything is transparent. You can track the number of transactions related to your campaign. A higher volume can indicate a higher level of interest and engagement.

3. Social Sentiment: This is where you monitor social media to gauge the public's opinion about your campaign. Are people talking about it? Is the buzz positive or negative? This can provide valuable insights into how your campaign is being received.

4. Token Ownership: If you're using tokens or NFTs in your campaign, the number of owners can be a good success metric. A higher number of owners means more people are buying and holding your tokens, which is usually a good sign.

Remember, the impact of Web3 on digital advertising isn't just about launching a campaign—it's about measuring and understanding the results too. That way, you can make necessary changes and improve your efforts for the next time.

As we step into the future, it's exciting to imagine the potential impact of Web3 on digital advertising. Let's look at some trends that we might see shaping up.

1. Personalization to the Next Level: Web3 allows users to own and control their data. This could lead to more personalized and meaningful ads as users can decide what information they want to share with advertisers.

2. Rise of Decentralized Social Media: With the advent of Web3, we might see a shift towards decentralized social media platforms. These platforms could offer a more fair and transparent way of advertising where users get rewarded for their attention and engagement.

3. Immersive Advertising Experiences: Virtual reality and augmented reality are part of the Web3 tech stack. These technologies could be used to create immersive and interactive ad experiences, making advertising more engaging and fun.

4. Tokenized Ad Campaigns: Imagine if you could tokenize your ad campaigns and allow users to own a piece of it. This could create a whole new level of interaction and engagement with your brand.

These are just a few possibilities. The impact of Web3 on digital advertising is still evolving, and it's an exciting time to be part of this revolution. So, keep exploring, keep experimenting, and let's shape the future of advertising together.

If you're intrigued by the impact of Web3 on digital advertising and want to stay ahead of the curve as a marketer, we highly recommend checking out Tom Glendinning's workshop, 'Start Your web3 Journey.' This workshop will provide you with valuable insights and tips on how to navigate the evolving world of Web3, ensuring you stay ahead of the game in the digital marketing space.