Conquering global markets – data is at the very heart of Blis’ offering
The decision to launch adtech operations in a new market is a combination of research, preparation, and experience. Data is at the heart of everything.
At Blis, we focus on providing data to brands and advertisers to inform buying decisions and help make these operations a success. For us, quality data is the single most important factor. We acquire data from a number of touchpoints, particularly point of interest (POI) and residential data, giving greater insight than simple latitude/longitude GPS positioning. By weeding out inaccurate data while maintaining audience scale we can provide intelligent targeting for marketers.
Point-of-interest (POI) data provides us with knowledge of what type of location a place is, over and above its position on a map. With this, we can identify public locations – shopping malls, sports stadia, golf courses, and more – and can then process consumer habits, translating this into meaningful information for marketers and brands. The data is collected anonymously without personally identifiable indicators but provides behavioural insight that can help us predict and presume certain actions and preferences.
The data fed into our proprietary platforms has been through a rigorous validation process, coming from the most reliable partners and from accurate data points. Knowing that the data is accurate allows us, for instance, to identify someone who spends his workdays in the financial district, the weekends at the golf course and high-end restaurants, and fortnightly can be pinpointed at the airport, as likely being an affluent professional. Marketers can then target him with relevant campaigns he is more likely to engage with.
At the same time, we look to acquire residential data sets which can help us identify where a person stays, the type of residence in a particular area, and other connected mobile devices they may have access to. We recognise that data security is paramount and even though we don’t collect anything personal identity information, we still go to great lengths to protect the data we do collect. As with POI data, the residential data collected is stored anonymously, grouped by behaviours, on dedicated servers adhering to the strictest of data security requirements.
Every residential IP address acts as a unique ID hosting a variety of connected devices. We can match the previous mobile location behaviours of individual devices that connect to a residential IP address with other devices from the same household, and serve them ads with a frequency cap across all of them. This is particularly useful for retargeting campaigns. For example, if someone in the household was identified using our POI data as having been at a football match at a stadium earlier that day they could be targeted with sports ads once they connect to their WiFi network at home that evening when they may have more time or be more receptive to receiving the promotion.
By combining residential data, sourced through our trusted partners, with our POI and residential IP data, it gives us an unrivalled database to help our clients optimise their targeting and maximise the return on their campaigns.
Our biggest challenge often lies in finding accurate and up-to-date data for processing. A market’s maturity is important – modern cities generally have multiple data vendors providing accurate data, whereas less developed markets provide fewer validated data opportunities. We pride ourselves on the quality of our data and continue to expand, seeking additional data partners and further validated data points to allow us to enter new markets. With offices in London, Singapore and Sydney, Blis is working with global brands to run active campaigns in over 25 different countries, continually sourcing validated data points in both mature and emerging markets to be able to offer our clients intelligent targeting opportunities.
If your advertising campaigns could benefit from our data capabilities, in new markets or established regions, then get in touch today by emailing firstname.lastname@example.org to find out more.