Just 10% of advertisers have executed ad buying using blockchain technology: survey

The Hippodrome Building at 1120 Avenue of the Americas (Sixth Avenue) between West 43rd and 44th Streets in the Midtown Manhattan neighborhood of Manhattan, New York City. Advertiser Perceptions is located at 1120 Avenue of the Americas 4th Floor.

Only one in 10 advertisers has executed any ad buying using blockchain technology, according to a survey by advertising industry business intelligence firm Advertiser Perceptions.

This is in spite of the fact that half of the advertisers surveyed reported having met with a blockchain provider to discuss solutions.

In the survey, which was commissioned by XCHNG, an open and unified blockchain-based framework for the digital advertising ecosystem, 300 advertising decision makers were asked questions about their attitudes towards and adoption of blockchain media solutions.

Other findings of the survey include:

• Adoption can happen within two years: of the advertisers who met with a blockchain provider, most intend to buy data using blockchain technology in the next couple of years.
• Two-thirds of marketing professionals are doubtful about blockchain media solutions: the concern around crypto has tainted blockchain’s image in the minds of advertisers.
• Acknowledgement is there: almost 70 percent of advertising decision makers point out that big problems like inaccuracies and lack of transparency in the supply chain are significantly disturbing their ROIs, and more than 50 percent believe blockchain can be of help.

The survey whitepaper can be downloaded from here.

News tip by PR firm Wachsman

Image credit – Beyond My Ken  (CC BY-SA 3.0)