Ledder presents a technology stack that may take may break the deadlock in the development of outdoor advertising. This technology company out of Hong Kong has invented the way to make billboard ads substantially more efficient in terms of electricity consumption, cost of maintenance, conversion rate, and connectedness with all of the most vital ad networks, such as Google Ads, Amazon Advertising, Facebook, etc.
The offered solution comes as a merger of a physical product - Digital Blade, 10mm deep, solar powered state-of-the-art digital billboards, with the decentralized 3-layer virtual platform, called the Ledder Network, created on the basis of the Ethereum blockchain, capable of handling up to 200 thousand microtransactions in a second. The purpose of the Network is to unite all billboards dispersed around the world into a coherent whole that feeds the necessary data directly to the outside advertising platforms and runs on ULD, the ERC-20 compliant utility token.
The super-thin and ultra-light digital screens represent the core of the palpable side of the Ledder Network. To be more precise, one such screen weights around 150 kg and has a thickness of 10 mm that goes beyond comparison with the standard generously proportioned digital billboards.
Digital Blade screens are universally applicable and interchangeable since they are wireless and fully compatible with most LED modules. Thanks to the use of fine magnetic locks called FilmMagnetfix, these screens can be placed effortlessly on any appropriate surfaces - road banners and conventional billboards, among other things. Digital Blade doesn’t require an external electricity supply because they are powered by the in-built solar panels, thus making each screen fully autonomous.
However, simply placing an advertisement on a better screen won’t suffice the purpose of disrupting the industry - it must be controlled, the number of displays and views have to be accounted for, and the corresponding data transmitted to the Ledder Network.
This is achieved by the installation of a supplementary device - Neuro Eye, a digital controlled equipped with two HD video cameras and a cutting-edge NVidia processor to monitor the ad display by utilizing two of Ledder’s 26 patented technologies: TrafficControl and TranslationControl.
All gathered data gets encoded and then decoded in the Ledder network using the HVEC coding standard, and then processed by the means of OmniSci.
The architecture of Ledder platform is made of three levels: the interface level is comprised of the multitude of nodes that handle the communication and computation load and exercise the function of a gateway to other two levels, which constitute the blockchain framework; the computing level is also made of nodes, which include blockchain registers, situated in data centers of Google, Amazon and such.
Finally, the network level is represented by the nodes, placed in close proximity to digital screens, which transmit bits of information about the displayed pieces of advertisement to the computing level.
The ULD tokens will be used primarily for purchasing the advertisement space on screens, funding ad campaigns, and conducting international transactions. Ledder will also provide their customer with means for issuing stable coins pegged to fiat currencies, which will be used to facilitate financial relations between all network participants.
All interested investors can already start purchasing ULED as Ledder is having the pre-ICO sale that will run throughout the next two month, till July 31. There is also a chance to receive free tokens as Ledder also offers an airdrop program. The start price of 1 ULED is $0.01, though the minimum investment threshold is rather high, set at $10000. The project will also organize the STO where they will sell SLED, the security tokens that will be converted to Ledder shares. The dates of STO have not been specified yet.
| Pre-Ico Start date | April 13, 2019 |
|---|---|
| Pre-Ico End date | July 31, 2019 |
| Founded | 2019 |
| Website | https://ledder.io/ |
| Whitepaper | Yes |
| Countries | Hong Kong |
| Start | August 1, 2019 |
|---|---|
| End | December 31, 2020 |
| 436 days left | |
| Token | ULED |
| Soft cap | $200 000 |
| Hard cap | $606 000 |
| Minimum investment | 10000 USD |
| Tokens for sale | 30000000 |
| Accepting | ETH, USD |
Setting the minimum investment threshold so high (at $10,000) is a crucial mistake made by Ledder in their fundraising strategy. It can be explained from the logical point of view: the development and the launch of mass production of Ledder's tech solutions in an expensive ordeal, but in practicality, the team has placed itself in full dependance from large investors and manufacturers. It remains to be seen whether such an approach would work out in reaching at least a softcap.
The initial technological solution offered by Ledder is viable and doesn't have any opacities. However, this ostensibly groundbreaking innovation might stumble upon the issue of scalability, once their screen technology hits the market. Given that this platform has been incorporated with the Ethereum blockchain, which itself faces the scalability problem, it can seriously hamper the further development of Ledder. Besides, it would be interesting to see whether the US-China war will affect this project since, as far as I understood, it plans to carry out its operations in China.
I can totally relate to the notion that the outdoor advertisement is becoming increasingly annoying, but there is no use in denying the fact that this particular sector of the economy has been striving for several decades. Obviously, Ledder offers a very technologically advanced solution that can make this team a fortune, should they be smart enough to strike a deal with a big manufacturer. Judging from the fact that they have set a very high minimum purchase limit, Ledder is not particularly interested in small private investors. That is understandable, but this approach might also do them a disservice.
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