Our Dream

This is an invitation—or 30sec's BP, deck, investment report, white paper, or whatever you call it. We want to convey the logic, goal, and vision of a dream. If you spend some time reading this article, we believe you will be convinced that this is more than just a project; it's a mission. And it is up to you to decide whether to invest in our mission. We believe that what makes Web3 great is the fact that users are also investors. When you earn tokens using 30sec, or buy them directly, you are investing, the difference is whether it's time or money that you invest, and either way, you will face return on investment and risk. So, what do you want to invest in? A business model, tokenomics, team, reputation, trend, whatever it may be, there's got to be an investment rationale, even if it's simply a unique hunch, we hope to provide you with that here.

"The Century-long Pain Point"

What are we here for? We are here to "change advertising". Advertising is one of those fields in our life that, no matter how technology advances, or rather, the more technology advances, the more it lags behind. It's like traffic, it gets worse as we advance technologically. Like noises, humans can build towering skyscrapers, yet still have to endure the endless construction noise next door. Since the invention of modern advertisement, from newspapers to TV, and now to mobile phones, what else has technology offered other than automated ad distribution? A button—skip, and an algorithm to make you watch more. Along with insertion, interruption and repetition, we invented skip, ad blockers, mute and ad-free memberships. Isn't that ironic? Technology has made trillion-dollar companies like Google and Meta, yet it has caused more disruption to people's lives than ever before. To this day, ads are still embedded in news headlines, in the middle of a long article, popping up halfway through a video you enjoy, lurking at the corner of a story, ready to break your immersion when you least expect it, rude, primitive and uninvited.

Yes, disruption has been the century-long pain point of modern advertising. Not only does it disrupt life, it also results in massive waste. With the internet, technology didn't solve this pain point, but exacerbated it. Yet almost all the internet business models are built on ads, or we can say, on disruption. In other words, they are built on users' frustration, avoidance and indifference. In fact, the efficiency of advertising has been shattered by the media, and the enormous waste ads introduced has been masked by economic growth. The fundamental cause of all this is the relationship between ads and users, in which the latter have always been passive. Which means, if users proactively watch ads, the issue can be solved fundamentally—and the key to solving this problem is: to pay users for watching ads.

"Paying Users for Watching Ads"

Ads evolved from selling products to selling brands; from expressing products to expressing cultures, from showcasing features to showing aesthetics, from highlighting selling points to telling stories. Ads shape our lifestyles, express our personalities and attitudes. They are projections of our spirits and tastes. The expression of ads has already reached its peak, anybody can probably recall one or two ads or brands they love. Therefore, ads themselves are not inherently annoying. It's the way they are delivered—through insertion, interruption, repetition, and omnipresence. This method not only causes disruption to our lives, but also ruins ads themselves, and ultimately, the industry. Yet this outdated method is still relevant (turn on your phone and check it yourself), which means we can bring unexpected changes if we change this method.

When you watch an ad, the strategists make money, the creatives make money, the production team makes money, the composer makes money, the ad sales team makes more money, and the medias distributing the ad makes even more, to a point where the world's most valuable companies are built on advertising. Yet, throughout the century, in this ecosystem surrounding advertising, only you, the viewer, have gained nothing. All you get is pretty much disruption.

Who has the ability to pay users? Who can help us facilitate "paying users for watching ads"? —Web3. This is why we entered this field and why we are launching tokens. See, we are not here to jump on the bandwagon, and we are not here to launch a token just for the sake of it. Web3 has the solution to the problem we set out to solve. Hence, we don't care whether the crypto market is bullish or bearish, whether crypto investments are hot or cold, or whether web3 start-ups are thriving or struggling. All we know is that web3 is not only a technology that helps solve problems. Therefore, we couldn't care less about the hype, skepticism, or ridicule towards web3, nor the so-called standards of the Web3 industry. The only thing that matters to us is how to truly make “paying users to watch ads” a reality while providing an excellent product experience.

"Land of Stories"

What does the internet mean to advertisers? The truth is, Marc Pritchard, the CBO of P&G once said, "the average viewing time for digital ads is just 1.7 seconds, with just 20% watched for more than 2 seconds." What's also true is that, 42.7% of the internet users around the world use ad blockers, 82% of the Gen Z use ad-blocking services. Over 40% of internet traffic is falsified, 45% of Chinese consumers choose to look away from ads, 30% of brand advertising traffic in China is fraudulent, more than 196 million views have been sold within 3 years. As you know, ads on YouTube have a lifespan of 5 seconds, everyone is just waiting to click that infamous "skip" button, or simply look away. The reality is, the meticulously crafted ads are rarely viewed, let alone watched in full. What a waste! This means that the efficiency of brand-building is incredibly low, despite being in a time where media is so advanced and abundant.

However, "paying users for watching ads" will change everything. Ads will be watched actively in full, and they only need to be seen once to be effective, meaning you only need a single exposure. This signifies the end of relentless, saturation-based ad targeting. In traditional media, high costs and user avoidance have forced ads to be compressed to 5 seconds. In 30sec, ads can be 500 seconds long—enough to tell a brand's story. Since users voluntarily watch ads, brands gain the opportunity to make more ads driven by brand values and establish a deeper emotional connection with their users. Quality ads will thrive on a platform where brand stories converge, and 30sec is creating an atmosphere that symbolizes culture and humanity. Most importantly, as 30sec's token ecosystem takes shape, the era of exorbitant ad costs will soon become history.

Modern advertising is divided into 2 types: performance-based advertising and brand advertising. Performance advertising is dominated by Google, Meta, Tencent, and TikTok, while brand advertising has almost no presence on the internet. 30sec's token incentive model, its no-skip mechanism for first time viewing and the question & answer format ensures 100% completion rates. Furthermore, 30sec's token-based ecosystem will significantly reduce ads publishing costs, eventually driving them towards 0. This paves the way for long-form storytelling brand advertising market, creating a unique media advertising platform—"the land of stories"

"Era of Incentivized Advertising"

We believe that after search ads and social media ads, modern advertising will enter the era of incentivized advertising, fundamentally reshaping the relationship between user and ads. Advertisement will go beyond "passive clicks" and enter an era of "active viewing". 30sec will transform modern advertising from passivity to proactivity. In this era, humanity and emotion will return to the core of advertising, and advertisers will have means to connect with their users. Storytelling will become the dominant force in brand building. As watching ads for rewards becomes a part of our daily life, people will go from disliking ads to enjoying them, from avoiding ads to actively seeking out those of their favorite brands. Incentivized advertising will restore coherence to a fragmented market, allowing users to get rewarding experiences at a spiritual and material level from culturally and artistically rich brand advertisements. When you watch brand ads on 30sec, you are not just mining tokens. You’re mining the spirits, cultures, lifestyles, aesthetics, and identities behind the ads — creating the most stable, fair, and long-lasting form of mining, rich in both material and spiritual, tangible and abstract value.

"Time Economy"

For users, what does "paying users for watching ads" bring? Many would respond, tokens, which you sell right away to either gain or lose money. That’s not entirely true! The biggest difference between us and purely web3 projects is the fact that we are part of the advertising economy. The economic activities of mankind will never cease, commerce will persist, and advertising will never disappear. We stand at the intersection of web2 and web3, pioneering a brand new economic model which we call the "Time Economy". It begins with the revolutionary shift where advertisers move from "buying media time" to "buying user time". Watching ads becomes a job, a lifestyle, and the "Time Economy" is an economic model that is sustainable, more democratic and elegant. After the sharing economy, we will create a web3-based economic model, where you don't have to rent your house or car to make money, you simply need to watch ads using your spare time.

"The Obsession of Branding Experts"

One day in 2016, LC, our founder, had an idea: why don't advertisers give the money they pay to media directly to the users who watch ads? In July 2020, during the pandemic outbreak, LC said: "Churchill once said 'Never let a good crisis go to waste', isn't it the perfect time now for us to make this idea come true?" And so we started, an established advertising company, or rather, a company that's pretty well-off, became its own investor. "We need to build our own tech team". "We can't pay the users, but we can do 'watch ads for discounts' instead". We launched our iOS, Android, mini-program, and web client. One day in 2022, LC walked into the meeting room and said: "I read an article, and I think our solution lies in blockchain. We need to become blockchain believers, I think." "Let's get started, let's dive into blockchain, our colleagues in the tech team need to become blockchain experts", "We are starting over".

"I believe we have fully realized the concept of 30sec. We have tested again and again, and user feedback has been encouraging. It's like developing a concept car, we are confident and ready to announce mass production. We can invite users to be our investors. We want them to know we are not here for crypto. Our DNA is advertising, we are brand strategists, and we utilize web3 to solve a problem we encountered in advertising that has existed for a hundred years. However, the ad industry knows nothing about technology, and the tech industry knows nothing about ads, so it has to be us. We are the amalgamation of thought, idea, art and technology, which is our most unique advantage. Think about it, this is a renaissance of advertising, it's fascinating."

"The Grand Vision"

We believe that the internet business model that is "contents with ads" has reached its limit. It has brought more low-quality contents, more fake news, crazier entertainment, and a world increasingly superficial and divided. Our idea is to bring all web ads together and allow users to choose what they want to watch and get rewarded for watching. This will create a new business ecosystem. Contents will no longer rely on ads for revenue, and people will pay for the contents, leading to improvement in quality. At the same time, ads themselves will improve, as users actively choose to view them. Ads will then take on more emotional and spiritual value, making brand-building more effective. When all web ads converge on 30sec, a new digital world will emerge—one that is no longer disrupted, interrupted, distracted.

Thanks to 30sec, this century-long pain point of ad interference will be resolved, the age of passive ads will come to an end, "active ads" will render precision targeting based on users' private data a thing of the past, bringing authentic and accurate users to your brand.

The "Time economy" is more effective at solving poverty than simply handing out money. User proactive engagement with ads takes a conscious effort, eliminating the sense of guilt of getting paid without effort and the ethical and moral dilemmas associated. "Time Economy" not only provides businesses with a "land of stories" to establish their brands, but also gives advertising expenses a "welfare value", allowing marketing to go beyond mere promotion and take on a philanthropic dimension.

The culture, spirit, attitude, personality, lifestyle and aesthetics behind a brand's story nourish people's everyday lives. People are not just users who watch ads, they will ultimately become "brand consumers". Everyone should have the opportunity to express themselves through brands. Consumption can be a spiritual activity that's more than simply a transaction.

With 30sec, we will have an ad-free internet experience—elegant, beautiful, just like the life we yearned for. We continue to encourage and remind ourselves that this is why 30sec exists.

Therefore, changing advertising is a mission.