PepsiCo Corporation was satisfied with the blockchain technology tests. With the help of smart contracts in a distributed registry, she managed to increase the effectiveness of marketing operations by 28%.
Testing of the Proton project was conducted in March in the Asia-Pacific region and was aimed at the so-called “visible impressions”. One of the campaigns included the use of smart contracts, the second - no.
PepsiCo collaborated with Mindshare, which also attracted Zilliqa Research, Rubicon Project, MediaMath and Integral Ad Science to participate in the project. The group has been working together for almost a whole year.
According to Mindshare, smart contracts were launched on the Zilliqa blockchain and made it possible to compare impressions from various data sources with payment information. Necessary operations were carried out using the Native Alliance Token (NAT) token in time close to real. This had a positive effect on performance indicators compared to traditional campaigns, as well as on the level of transparency.
“The results inspire us. We plan to conduct several more campaigns in other conditions in order to get confirmation of other assumptions and evaluate the effect as a whole, ”said Farida Shahshir, director of PepsiCo for consumer engagement in the regions of Asia, the Middle East and North Africa.
According to the participants, ensuring transparency while simultaneously automating on the basis of visible verification methods is the main goal of the project. This means that advertisers pay for ads only in conditions where they are considered available for viewing, safe for the brand and free from fraud.
Representatives from Zilliqa Research said they would continue to work on the development of the Proton project along with Mindshare and other participants.