Changing the Trend of Advertising through Web3 Technology?

by Muhammad Jamiluddin Nur
*Lecturer of Communication Science, University of Mataram

Many people do not realize how much time they spend on social media platforms. According to data from GWI, people spend an average of more than 18 hours on social media per week, and they certainly also interact with various advertisements.

The flood of advertisements on social media is no secret. This is our experience. This phenomenon is also in line with the large advertising spending of various brands on social media. Data from Statista reveals that advertising spending in 2024 will be more than 700 billion dollars. 

But let's be honest, as users, sometimes we feel annoyed by so many advertisements. In my opinion, there are several causes of this, such as advertisements that are too frequent, not relevant to needs, not interesting, and most importantly, users get nothing from watching ads.

Nevertheless, many people believe that advertising on social media is still the most effective way for brands and companies to advertise. Is that true?

A Q1 2025 survey by Taboola shows a trend of declining effectiveness of social media advertising. The report surveyed 307 US-based performance marketers, focusing on a mix of small to large advertisers from brands and agencies. 

Baca juga: Perubahan Arah Tren Periklanan Melalui Teknologi Web3

All respondents managed performance advertising campaigns on digital platforms and ran paid campaigns on social media. The study, titled “The Pulse of Performance Advertising: Diminishing Returns,” found that as budgets increase, advertisers experience declining returns—more spending does not necessarily mean better results. 

Ad fatigue, competition, and platform changes make it increasingly difficult to maintain performance over time. 

This decline is exemplified by the fact that if you advertise on a social media platform with your first $1k you get 100 conversions but if you put in your next $1k, you will only get 80 conversions and so on. 

The study also found that over 70 percent of respondents are starting to see a decline in returns from their ad spend. 47 persen of them believe this is due to increased costs, Algorithm inefficiency 47 persen , Weaker targeting due to privacy restrictions 36 persen , Ad fatigue 49 % , User fatigue 59 % , Saturation in target audience 66 % . Now more than 50 % of respondents choose to look for other alternatives to spend advertising spending.

EarnOS and XION as Solutions

The increasingly challenging conditions of the advertising industry have made big brands and companies look for other alternatives to advertise, including by utilizing blockchain technology. @earnos_io and @burnt_xion are the solutions they are looking for.

EarnOS is an advertising platform built on the $XION blockchain. This platform aims to connect brands and companies with their real users. 

Here are the benefits of brands/companies that use EarnOS as their advertising platform.

-Lower costs: if you look at the cost of advertising on social media platforms, you will get different data regarding costs. but one thing is for sure, they cost more than 4 dollars on average. the costs charged are also divided into several actions such as impressions, follows and others which if totaled can reach more than 6 dollars. By using EarnOS, brands and companies will spend less, possibly an average of 3 dollars for each mission. 

-Guarantee no duplicate accounts/bots: social media users continue to increase. data from Kepios reports that there will be 5.3 billion social media users by April 2025. However, the number of users may not indicate unique users due to the large number of bot and duplicate accounts. 

If a brand/company uses EarnOS, then they are guaranteed no duplicate/bot accounts. every earnOS user is a unique user. they must pass verification as a unique user to be able to use the EarnOS platform. Thanks to ZK technology that makes this possible.

-Transparent: because EarnOS uses blockchain technology, All of these business processes can run transparently. EarnOS uses $XION in this case. $XION is the first L1 blockchain built specifically for users and designed for mass adoption of blockchain technology. 

With their chain abstraction technology, $XION is able to eliminate all the complexities that exist in the blockchain field so that users can use this technology without having to know that they are using it. 

-Empowering users with rewards: the decline in people's interest in watching ads is also likely because the audience does not get real rewards when interacting with ads. EarnOS offers a real solution for the audience. 

The audience can receive USDC rewards directly from the brand when they interact with ads. For brands, this helps them stay connected with real users and increase user loyalty. Everyone wins.

EarnOS and XION can be a real solution for all brands and companies that realize the trend of decreasing effectiveness of advertising spending on web2 platforms such as social media. 

So don't be surprised if you can find hundreds of brands starting to advertise on Earnos, even when they are still in the Beta phase.

*editor: Tyson Michael Burnett, Canadian Journalist