INTRODUCTION... 3 DIGITAL ADVERTISING...4 GLOBAL ADVERTISING MANAGEMENT...5 DISCONNECT BETWEEN BUSINESSES AND CUSTOMERS...18 MYRYMAX ON BLOCKCHAIN 20

Transcription

1 1 WHITEPAPER

2 CONTENTS INTRODUCTION DIGITAL ADVERTISING...4 GLOBAL ADVERTISING MANAGEMENT....5 MYRYMAX TEAM DISCONNECT BETWEEN BUSINESSES AND CUSTOMERS MYRYMAX ON BLOCKCHAIN 20 WHAT IS SMART CONTRACT 21 MYRYMAXCOIN INITIAL TOKEN OFFERING DETAILS TOKEN DISTRIBUTION..24 2

3 INTRODUCTION Every business is fanatical about advertising their products and services. Success depends on how well they market their products and services. Businesses major challenge is to figure out an efficient way to market i.e. reach out to more customers with less spending. Businesses spend time every day thinking about how to engage loyal customers and how to find new clients to increase their pool of shoppers. One of the biggest challenges businesses face is getting word out the people who are most likely to become their customers. In fact, the whole goal of all advertising is to get the right message to the right person at the right time" while minimizing the cost of customer acquisition 3

4 OUR MEANING OF DIGITAL ADVERTISING Digital advertising is often referred to as 'online advertising', 'internet advertising' or 'web advertising'. The term digital advertising has grown in popularity over time. Digital advertising is evolving through 1990s and has changed the way brands and businesses utilize technology for advertising. As digital platforms are increasingly incorporated into advertising plans and everyday life, and as people use digital devices, digital advertising campaigns are becoming more prevalent and important. Paid media advertising outlays worldwide will increase 7.3% in 2017 to $ billion. An increasing portion of advertising stems from businesses employing Online Behavioral Advertising (OBA) to tailor advertising for Internet users, but this raises concern of consumer privacy and data protection. 4

5 GLOBAL ADVERTISING MANAGEMENT The global advertising industry is evolving quickly due to increased use of digital media and a shift in advertising formats. According to emarketer s latest forecast[1], the global advertising market is set to reach $584bn this year and is expected to increase 29.7% to $757.7bln in The US, China, Japan, the UK, and Germany are still representing the major share of global ad spending. The United States continues to be the largest advertising market with a total spend of $ billion in The Chinese market is expected to grow by 11.5% this year, its ad spend surpassing that of the UK, Germany and Japan combined. Moreover global advertising markets will accelerate in 2018; in particular, Russia will be one of the drivers with a growth rate of 10%. 5

6 , Growth in ad spending is primarily driven by the continued rise of Digital media, which is on track to sustain its double-digit growth annually through to Digital advertising reached two symbolic milestones in 2017: 1) Digital ad spending surpassed TV ad spending in 2017, and became the number 1 category globally; 2) Digital ad spending passed the $200bn mark to reach $228.4 billion this year. By the end of 2017 digital ad market will have grown 19.1% and contributed a $36.6 billion increase in advertising spending, representing more than 90% of total incremental media spend offset by declines in Print. 6

7 7

8 TERMINOLOGY Business The term Business is used to represent an advertiser, manufacturer or a business selling products or provided services. Customer Customer could be user of a website or mobile app, someone shopping to buy products or services from a business Ad Agency Ad agency provides services in creating, planning and handling advertising for its clients. Ad agency creates campaign on behalf of the advertiser. Examples: WPP, Omnicom. Ad Network An ad-network is an online platform, which aggregates publishers inventory, categories it based on location, age, gender etc. and sells target audience to advertisers/agencies. It s kind of controlled marketplace between buyers (advertisers) and sellers (publishers). Ad networks work as brokers for both sellers (publishers) and buyers (advertisers). On an ad network an advertiser can buy space on a single site or typically on multiple sites across the entire network. Examples: Google AdSense, Yahoo Publisher Network 8

9 Ad Exchanges An ad exchanges is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real time auctions. Examples: DoubleClick exchange, Yahoo Right Media, OpenX, MoPub, Nexage Problem Ad networks have been the best digital advertising channels for businesses to reach out to potential customers. Lack of end-to-end engagement with customers and transparency concerns diminishes the true potential of advertising campaign, which will ultimately decide success, or failure of a business. 9

10 PROBLEM & SOLUTION Publishing an advertisement online has been compared to investing. In the digital advertising world, companies invest large sums of money in hopes of receiving a return on investment as new customers and existing clients see the ad and convert in the form of online sales. Advertisers do this despite the fact that they lack the relevant data necessary to make an informed decision on where to spend their capital. Those who have advertised online have already encountered the complex world of measuring returns on digital advertising expenditures, in which companies attempt to derive where their individual online sales are coming from in hopes of maximizing expenditure efficiency. As a business looking to carry out a advertising campaign, putting together a team who work in perfect synergy can be tedious as coordination among several platforms, tasks, and contributors can greatly complicate the process. Businesses seeking affiliates relevant to their demographic to endorse their product can be difficult and time consuming. This is due to the various channels companies must navigate to reach these affiliates and the length of time it takes for the endorser and the company to reach a mutually beneficial agreement should a company wish to effectively leverage the components of their advertising campaigns, they need to deploy a team of proficient graphic designers, content managers, ad managers, influencers and more all while trying to coordinate across different platforms, time zones, banking systems and currencies. Currently, companies looking for endorsers must contact a third-party management firm chosen by the influencer, and that firm will need to contact the celebrity to ask them if they are interested in advertising a product. The celebrity or affiliate might not be interested in endorsing, resulting in wasted time and effort on all parts. Additionally, businesses must go through the tedious process of identifying which endorsers are available to contact for promotional activities. These endorsers could take days to respond, and the business has virtually no idea how interested the endorser would be in their products and services, how much they charge, how they work, when they can endorse, etc. The process is inefficient. f you are an influencer attempting to monetize your social media outlets such as YouTube or Twitter, how do you go about informing your audience that you are available for endorsements. 10

11 When you do, how do the businesses looking for affiliates find and contact you? If they don t know you exist, it is difficult to get the word out and discover these opportunities. The back and forth involved in finding the endorser, and discussing the product, price and terms make for an inefficient process that costs the business owners and the endorsers time and money. As content providers for advertising campaigns, specifically freelance workers in the graphic or ad design space, finding consistent work that fits your personal qualifications and objectives can be close to impossible unless you are well connected on social media or have an extensive track record of previous works. Currently, all parties involved in digital advertising must push forward through an inefficient process. Currently, a business attempting to leverage the power of social media and affiliate advertising can run into various problems, namely: Advertising with a large corporation such as Facebook or Twitter, where common enterprisers are just another number in Facebook s ledger, and the return on investment for expenditures are extremely unclear. Unless the company is enormous, they would not receive any special attention or personalized service from Paying exponential mark-ups of 10-30% for access to influencers through agencies or third-party platforms. Currently, the only way to reach influencers is through their agents, a third-party platform or attempting to contact them through social media; all of which do not guarantee a response. #3 Potential customers hiding behind a paywall. Many services are now being offered ad-free in the form of a premium product. Even companies such as Google and Sound Cloud, whose primary revenue stream is through advertisements which allow them to grow exponentially, are now testing services such as YouTube Red and Sound CloudGo. These premium services are offered to consumers for a small fee and present the service without advertisements. Advertising companies do not have access to those users who hide behind a paywall. 11

12 THE SOLUTION The Myrymax Platform is the future of digital advertising. It alleviates the aforementioned problems by providing companies with access to a network of talented professionals who provide value and synergies in all aspects of a company s advertising campaigns. A platform where businesses of any size can create a full-scale advertising team specific to their project, and then manage and coordinate the campaign, all at a fraction of the ordinary cost. All transactions are completed on the Myrymax platform through the blockchain, with one step and one fee of 3%. Myrymax offers a simple, streamlined process by which a company sends a request containing information about their product, budget, needs and timeline. Myrymax then matches the business with approved and registered professionals within the network who will be chosen by the company to complete the tasks given. One of Myrymax main value propositions is the improvement of the channels of communication between the three parties in the advertising model. The Myrymax Affiliate Network also opens a direct line of communication between the company and a desirable influencer chosen specifically to fit the needs of the business. 12

13 Myrymax saves all parties involved time and money as it connects users looking to sell their endorsement services or other professional capabilities with the businesses looking for them. Business-owners will only be matched with individuals who fit their target demographic, budget, and requirements allowing all parties involved to save time on extensive due diligence. This is all made possible through myrymax Coin which grants users access to the Myrymax ecosystem and allows for a secure and transparent method of confirming and conducting the transactions within the platform. MRX is an ERC20 standard token on the Ethereum blockchain that can be utilized as a unit of account between advertisers, publishers, content creators and businesses in a new blockchainbased, digital advertising and services platform. MRX also serve to reward participants in the network by distributing a percentage of the MyrymaxCoins collected from fees in proportion to a user s participation level during the period. Whenever a transaction is made, the blockchain can record the time of the transaction, both the receiving and sending wallet addresses, amount sent, and other important information that is needed to ensure trust and security. Not only is the Ethereum blockchain far less expensive and time consuming than typical online payment processing methods, Ethereum s smart contract standards allow for a quick and efficient transfer of data and value. Current payment gateways could require up to 16 steps and up to 15 different fees, all of which is eliminated using blockchain technology. 13

14 MYRYMAX TEAM PARKER HONG C E O 14

15 BLINKS FRANKLIN CO-FOUNDER AND WEBSITE DEVELOPER 15

16 JESSICA JAMES CONTENT STRATEGIST AND WRITER 16

17 17 BILLS FRONT BLOCKCHAIN EXPERT AND BACK END DEVELOPER

18 VIHAA ARIAJICU LEGAL SERVICE DIRECTOR AND BUSINESS DEV. MANGER 18

19 ALESKEY TOPFAN LEGAL ADVISER And this is not all! The Myrymax team consists of about 30 professionals with vast experience in business, advertising, software development and other industries 19

20 DISCONNECT BETWEEN BUSINESSES AND CUSTOMERS Today s digital advertising is a disconnected space. Businesses advertise their products through search engines, social media and web page to capture customer attention. Businesses rely on analytics from Ad providers to gauge user intent and estimate the conversion rate. Even though Ad brokers use various tools and technologies to identify user intent to target the advertising, for the most part online advertising is still a passive advertising because of these Ad Exchanges and Ad Networks acting as middlemen. Ads are served to users based on their search keywords and recent browsing activity without knowing their exact current needs and interests. In many cases, Ads continue to show up for products even after customer bought them. Moreover, most of the time, the same ads are shown repeatedly resulting in monotony and losing user's attention completely. Users don't have incentive to pay attention to ads. Because of this reason, more than 20% of online users install ad-blockers to remove ads on the websites they visit and applications they use. Average conversion rate from online ads is around 2% and less than 5% at best. Low conversion rates force vendors to spend more money to reach out to critical mass of buyers to sell enough products to reach profitability. This entire process is biased towards ad agencies, ad providers and ad networks to make more money at the expense of businesses spending and degraded customer experience. 20

21 TRANSPARENCY CONCERNS It is often unclear at the outset where a brand s ads will run on the network. Pricing transparency has been another concern. For example, an ad purchased on an average CPM (Cost per thousand) could end up showing on a large number of low-demand, low-cpm impressions, offset by a small number of premium, high CPM impressions. The ad network hits the CPM target with a big profit margin. Businesses also need to trust the networks, targeting technologies will properly match their ads to relevant content and audiences for contextual and behavioral targeting campaigns. That hasn t always panned out. Fraud has also been an ongoing problem, costing advertisers billions, according to a study by the Association of National Advertisers. There are many variations of ad fraud. In some cases botnets, which can infect thousands of users computers with malware, generate bogus ad impressions and clicks that appear to be generated by humans. Another tactic of scammers is to infect ad networks with publisher sites or simple pages that are crammed with ad units. Even when fraud is not involved, studies have shown fewer than half of the digital ads shown are actually seen by users because they are served below the area in view on a user s screen. 21

22 MYRYMAX ON BLOCKCHAIN Block Chain Technology A blockchain is a distributed database that is used to maintain a continuously growing list of records, called blocks. Each block contains a timestamp and a link to a previous block. A blockchain is typically managed by a peer-to-peer network collectively adhering to a protocol for validating new blocks. By design, blockchains are inherently resistant to modification of the data. Once recorded, the data in any given block cannot be altered retroactively without the alteration of all subsequent blocks and a collusion of the network majority. Functionally, a blockchain can serve as "an open, distributed ledger that can record transactions between two parties efficiently and in a verifiable and permanent way. The ledger itself can also be programmed to trigger transactions automatically." Blockchains are secure by design and are an example of a distributed computing system with high Byzantine fault tolerance. Decentralized consensus has therefore been achieved with a blockchain. This makes blockchains potentially suitable for the recording of events, medical records, and other records management activities, such as identity management, transaction processing, and documenting provenance. The first blockchain was conceptualized by Satoshi Nakamoto in 2008 and implemented the following year as a core component of the digital currency bitcoin, where it serves as the public ledger for all transactions. The invention of the blockchain for bitcoin made it the first digital currency to solve the double spending problem, without the use of a trusted authority or central server. The bitcoin design has been the inspiration for other applications. Like Bitcoin, Ethereum is a distributed public blockchain network. Although there are some significant technical differences between the two, the most important distinction to note is that Bitcoin and Myrymax confidential & proprietary Patent pending All rights reserved 9 Ethereum differ substantially in purpose and capability. Bitcoin offers one particular application of blockchain technology, a peer-to-peer electronic cash system that enables online Bitcoin payments. While the bitcoin blockchain is used to track ownership of digital currency (bitcoins), the Ethereum blockchain focuses on running the programming code of any decentralized application. In the Ethereum blockchain, instead of mining for bitcoin, miners work to earn Ether, a type of crypto token that fuels the network. Beyond a tradable cryptocurrency, Ether is also used by application developers to pay for transaction fees and services on the Ethereum network. 22

23 WHAT IS A SMART CONTRACT? Smart contract is just a phrase used to describe computer code that can facilitate the exchange of money, content, property, shares, or anything of value. When running on the blockchain a smart contract becomes like a self-operating computer program that automatically executes when specific conditions are met. Because smart contracts run on the blockchain, they run exactly as programmed without any possibility of censorship, downtime, fraud or third party interference. While all blockchains have the ability to process code, most are severely limited. Ethereum is different. Rather than giving a set of Myrymax confidential & proprietary Patent pending All rights reserved 10 Anonymous identity uniquely identifies users (without compromising privacy) and businesses for targeting, in incentivizing and eliminating the fraud 23

24 MYRYMAX COIN MyrymaxCoin ( MRX ) is an ERC20 standard token based on the Ethereum technology and blockchain. Tokens in the Ethereum ecosystem can represent any fungible tradable good: coins, loyalty points, gold certificates, IOUs, in game items, etc. Myrymax Coin will be held both by professionals on the Myrymax Platform and by businesses to pay for services purchased on the platform. The Myrymax platform manages an internal ledger with the balances of each user s Myrymax Coins. Outside of the platform, Myrymax provides a publicly accessible smart contract for each token, implementing the Ethereum ERC20 token standard (external token contract). This allows for Myrymax Coins to be available for trade on digital asset exchanges.users will be able to place their Myrymax Coin into their Myrymax Wallet on the platform, which is connected to their registered account. Professionals and businesses decide upon the terms and conditions for the services provided through the platform. Businesses will be able to pay for services in a secure and efficient manner, without the need to concern themselves of differing currencies, exchange rates, and method of payment. Users and businesses will be able to view their Myrymax Wallets at any time and can verify their balance, history and transaction status directly on Myrymax. Using blockchain technology, Myrymax Coins used as a means of payment for services provided on the Myrymax platform are logged and confirmed with Myrymax internal ledger Professionals who wish to provide their services are vetted and Myrymax determines whether they have the necessary skills and are trustworthy. Professionals on Myrymax are reviewed bi-annually and must provide verification to prevent fraud or dishonesty. Companies can rest assured that they need not deal with the potential of bots or companies misrepresenting their reach or numbers, as participants in the Myrymax Network must go through a full, detailed background check and legitimacy confirmation. Myrymax Coins serve as a unit of account for these services, and all Myrymax Coins will have a transaction history that are easily verifiable. Myrymax Coins are also used to reward participants in the network and holders of MRX. This allows for the network to continue to flourish, as professionals earning MRX and businesses purchasing MRX to make transaction will all be able to earn free MRX, increasing ROI for all participants and incentivizing participation. With these incentivization properties, the removal of inefficiencies and the frictionless manner of conducting business on the Myrymax platform, Myrymax end goal is to improve efficiency and ROI in the digital advertising industry for all participants. MRX are utility tokens used to transact and participate in the Myrymax ecosystem and do not represent or confer any ownership rights or stake, share or security or equivalent rights. The tokens are not intended to be a digital currency, security, commodity, or any other kind of financial instrument. 24

25 INITIAL TOKEN OFFERING DETAILS In order to fund the development and continued growth of the Myrymax platform and network, an initial token offering will be held. Funds raised will be distributed Name: Myrymax Coin Platform: Ethereum MRX Creation: Myrymax Coins (MRX) will be created during a single token creation event and will be distributed during three phases. After three rounds of the token offering, no subsequent Myrymax Coins will be created. 1,000,000,000 MRX will be pre-mined during the token creation event. All tokens that remain unsold after the public sale will be burned. Total Token Supply: 1,000,000,000 MRX Total Sale Supply: 600,000,000 MRX will be available to the public throughout the initial token offering. Accepted Contributions: ETH Minimum Transaction Amount: 0.1 ETH 25

26 26

27 27

28 THANKS FOR CHOOSING MYRYMAX 28