Foodpanda to pilot launch Zilliqa-based blockchain advertising solution in March

Today, blockchain marketing company Aqilliz announced a partnership with advertising technology company Moving Walls to pilot a blockchain-based digital out-of-home media advertising (DOOH) solution for food delivery giant Foodpanda.

Creating Solutions for Outdoor Advertising

Compared to online ads measured by clicks, the effectiveness of outdoor advertising is more challenging to quantify. Blockchain marketing company Aqilliz estimates that the global digital out-of-home (DOOH) advertising market will reach $32.1 billion by 2025. However, there are still many unresolved issues in this area. According to estimates, the advertising industry loses over $15 billion annually due to intermediaries and fraud. Srikanth Ramachandran, founder of Moving Walls, stated:

"For a long time, out-of-home advertising (OOH) has lacked independent means of verifying ad performance. As industry insiders, we believe that online advertising is rife with fraud, leading to a push for increased spending on outdoor advertising by businesses. However, there are still fundamental issues that need to be addressed, with transparency being the most critical."

Aqilliz, a blockchain marketing company based in Singapore, is a project built on the Zilliqa blockchain and founded by Amrit Kumar, co-founder of Zilliqa. This is why Aqilliz spelled backward is Zilliqa. The project aims to use smart contracts to provide a transparent and reliable ledger for media owners and buyers to verify if media owners are fulfilling their exposure commitments. Last year, Aqilliz also collaborated with PepsiCo for a pilot marketing campaign.

Foodpanda to Lead the Way

Aqilliz announced this week that Moving Walls will pilot outdoor digital mobile advertising walls for Foodpanda in Singapore this month. They will use their solution to track real-time exposure, data records, and visibility of the pilot ad campaign. Gowthaman Ragothaman, CEO of Aqilliz, stated:

"Outdoor advertising is much more fragmented than online advertising and requires significant work to better optimize and streamline existing infrastructure. This pilot with the mobile wall can help demonstrate the potential of blockchain as a viable solution to such issues in outdoor advertising."

The use of blockchain in the advertising industry is growing, with several global giants integrating the technology into their existing businesses. Last year, McDonald's, Nestlé, and Virgin Media joined a blockchain pilot project with a UK advertising agency. E-commerce giant Amazon is currently developing a blockchain-based advertising platform. Others, including Disney, Comcast, and NBC, are also exploring feasible solutions.

Related Readings

• Blockchain Integration in Advertising: Amazon Releases Senior Software Engineer Job Opening
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