Zebu Live Recap #ZL24

Dear Alkimists,

Last week, Alkimi sponsored Zebu Live, the UK's largest Web3 event. Our CEO, Ben Putley Putley, took the stage to deliver a keynote speech and participated in several panel discussions, exploring the transformative impact of Web3 on programmatic advertising.

This special edition of LabTalks Weekly is completely community-driven. Marlou Hanselmann from our Marketing Team at Alkimi, who attended Zebu Live, will summarise the key takeaways from the panels. You’ll also hear insights from the Alkimi community about their experiences at the event. Additionally, we’ll dive into how Web3 marketing can effectively promote events, featuring a special segment with Harry Horsfall, the co-founder of Zebu Live and Flight3.?

Panel Summary by Marlou Hanselmann

The Zebu Live event featured a panel with Ben Putley , Rob Bradley , and James Trott , offering insights into blockchain’s transformative role in ad tech. As the industry faces challenges like ad fraud and lack of transparency, the panel highlighted blockchain as a game-changer.

A significant portion of ad budgets is often lost to fraud and intermediaries, frustrating both advertisers and publishers. Blockchain offers a way forward. By creating an immutable and transparent record of every transaction, it allows advertisers to see exactly where their money is going, while ensuring that publishers receive their fair share. This is the kind of transparency our industry needs to foster trust and improve ROI.

What stood out was the growing interest from major legacy brands, including Coca-Cola, in blockchain technology. It was evident from the panel that these brands are cautious in their approach; they won’t jump on a trend unless it’s proven to be trustworthy and beneficial. As Rob mentioned, “Tech gets embraced when it’s at a point of trust.” This reinforces the importance of demonstrating real value with our blockchain solutions at Alkimi.

Overall, the panel left me excited about blockchain's potential to redefine ad tech, enhancing transparency, performance and trust. By eliminating unnecessary middlemen, brands can allocate budgets more effectively while publishers gain a larger share of revenue. As we continue to develop our offerings, I’m excited to see how we can position ourselves as leaders in this transformative space and support our clients in embracing these innovations. The possibilities for blockchain in advertising are promising, and I’m eager to play a part in this journey.

At another panel , "How to Scale a Web3 Network Beyond Imagination," Chandru N , co-founder and CTO of Alkimi, discussed strategies for expanding Web3 networks. Using his onion analogy, Chandru illustrated that scaling involves multiple layers, including community engagement, infrastructure, and marketing.

Key strategies focused on removing barriers for new users, understanding customer motivations, and ensuring seamless tech integration. Chandru emphasised the importance of empathy in the development process, making the journey for newcomers smooth and intuitive to drive broader adoption of Web3 and blockchain technology.

Lastly, Mark Pearce hosted a lively discussion on cryptocurrency taxation, turning a potentially dry subject into an engaging panel . Experts covered crypto assets as personal property, tax regulations for contractors under IR35, and potential changes to capital gains tax in the upcoming budget.

To promote events in Web3, cultivate a thriving community ecosystem through bespoke hubs, targeted content, and incentivised participation. Leverage blockchain for operational efficiency, transparent ticketing, and decentralised storage. Craft immersive experiences with AR, VR, and MR technologies. Utilise Web3 marketing strategies, analytics tools, and collaborations with Web3 firms for targeted promotion.

Here are some key takeaways :

• Empower communities
• Understand your audience and tailor promotions
• Adopt NFT innovations for engagement and revenue streams
• Engage through social channels and gamification
• Leverage tokenomics and decentralised communities
• Collaborate with Web3 influencers and implement post-event strategies
• Follow up post-event to maintain engagement and improve future events.

Web3 marketing offers innovative ways to promote events, such as:

• Tokenised ticketing: Use blockchain-based tokens to create unique, verifiable, and tradable tickets.
• Decentralised event platforms: Leverage Web3 technologies to create community-driven event platforms.
• NFT-based promotions: Utilise non-fungible tokens (NFTs) to create exclusive event experiences and promotions.

We had the opportunity to speak with Harry Horsfall , a leading figure in the Web3 events space and the founder of Zebu Live - UK's Web3 Conference . Harry shared insights into the evolution of events within this new landscape, emphasising community-building and innovation. He discussed successful case studies where Web3 technologies transformed attendee experiences and opened new revenue streams. Harry’s advice is invaluable for anyone looking to create impactful events!

As Web3 continues to evolve, so does the potential for event promotion. By embracing new technologies and innovative strategies, event professionals can create engaging experiences that resonate with audiences.?

Subscribe to our YouTube channel for more updates on Zebu Live and content around Programmatic advertising. We will do our regular broadcast on Wednesday about Why brands should talk and action sustainability in advertising.

Till Then, Happy Alchemy!