Building convenient and accessible digital marketing and blockchain technology solutions.
BrandLedger is building a blockchain-powered branded content, influencer marketing, and sponsorship purchasing platform.
Our vision is to build a suite of open and transparent applications that provide decentralized and secure solutions for digital advertisers, in-house marketers, content publishers and everyday Internet users alike. Our flagship application is a direct-buy marketplace that will make it easy and simple for advertisers and publishers to transact in digital and analog content.
– Marshall McLuhan
Understanding Media: The Extensions of Man
We have our eyes set on two missions:
1. We are building decentralized marketing applications that help influencers, content creators, publishers, and advertisers save time and money.
2. We look to build blockchain technology solutions that not only allow for smoother execution of our own applications, but also can be used to support the functionality of other blockchains and applications. To start, we are focusing on the construction of our Custom Content Marketplace to consolidate our development resources.
BrandLedger has no central authority. All parties have greater flexibility, advertisers pay less in fees, and publishers receive higher payouts.
We offer an excellent value for all capital-exchanging agents. Contracts are executed transparently, and control is returned to the users.
Portions of our source code will be shared with the community. Users can be confident in the security and fairness of our product.
"Authentic Marketing" describes our focus on branded content, influencer marketing, and sponsorships.
The public's attitudes towards digital advertising are shifting. In 2017, the use of ad-blocking software rose by 30% worldwide. Consumers are turned off by traditional display ads and are seeking (and responding to) more personalized and informative experiences from brands. The three areas that BrandLedger is focusing on share a common thread of bringing these engaging advertorials to consumers.
Branded content refers to advertisers paying digital publishers to create custom content: videos, written articles, and other forms of storytelling, that are native to the publishers' sites. Influencer marketing, meanwhile, focuses on a different form of social sharing: It taps into the influence that specific individuals have over their fanbases. Advertisers will pay these individuals for endorsements on their social channels. And finally, sponsorships, wherein advertisers offer financial support to an individual, event, or activity, in exchange for visibility — e.g. a sportswear brands sponsoring an athlete, who will then wear that brand's products while competing.
The demand for authentic marketing is growing, and for understandable reasons: It’s both more effective and ethical than traditional display advertising. Publishers, advertisers, and viewers are more closely connected and more engaged, making for a more mutually beneficial marketing experience. Consequently, these forms of advertising place less emphasis on less savory industry practices, like data mining, fingerprinting, and targeting.
Our platform will enable easy and flexible transactions between content creators and advertisers. Content creators — whether they are digital outlets or individual bloggers — will have great range in selecting the types of branded content they are able to build: written articles, podcasts, short films, interpretive dance performances... You name it. Influencers will be able to place listings for vocal endorsements during streams or social posts across a variety of social channels. Similarly, talent agents seeking sponsorships for their clients will also be able to place listings on the platform. To facilitate the creation of the content itself, we are building document and collaboration tools that allow content creators to manage their projects post-sale. Our vision is to seamlessly integrate the content purchasing and content creation process, making our platform a one-stop shop for content campaigns.
The global advertising industry has expanded tremendously in the digital age with no signs of abating, making it fitting for revolutionary blockchain applications. Advertisers are allocating larger and larger budgets to branded content, and audience attention is increasing accordingly. Influencer marketing is a market that is expected to increase to at least five billion dollars by 2020. Sponsorship spending has steadily increased globally year by year.
Sources: Polar & Statista.
The Custom Content Marketplace backend will be developed to easily interface with any blockchain that has a corresponding RESTful API. We have chosen to orient our platform towards NEM and Ethereum presently, because those are two blockchains that we feel have the most enterprise potential and have robust community and developer support. However, we are primed for a future in which there may be multiple competing and successful blockchain technologies.
Distributing capital and control back to the people.
Our unique three-agent model is an equitable approach to ad networking that rewards all parties for acting fairly and in a mutually beneficial manner.
Advertisers create ad content and media resources to be served to their target audiences. In exchange for ad space, Advertisers offer payment in the form of tokens to Publishers. Advertisers can specify where and how their ads are delivered, and how much they want to pay.
Publishers agree to display their websites content produced by Advertisers in exchange for token payments. Publishers can specify criteria for content that they are willing to serve, including payment, content type, duration of time, and more.
All transactions between Advertisers and Publishers are executed on the blockchain, ensuring that terms of payment are fulfilled and that transactions are conducted fairly and transparently.
No central authority takes a disproportionately high cut of the transaction.
Advertisers see lower costs and greater control over their content.
Publishers receive higher revenues, without a middle-man taking a huge cut.