Blis rolls out location-powered native mobile advertising solution

Anne Freier

In Mobile Advertising. May 25, 2016

With eight in 10 marketers now using location targeting for their mobile campaigns, it’s becoming ever more critical to reach audiences at the right time in the right place.
Helping marketers to combine their native ads with relevant location targeting, location data tech marketer, Blis, has just launched its first location-powered native advertising solution. The company already provides a suite of solutions for display, rich media and video ad formats.
Blis rolls out location-driven native ad solution
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Blis says that because the ads complement an in-app experience as well as the user’s physical location, people are more likely to click on an ad and engage with its content.
Greg Isbister, CEO, Blis, says:
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“As a leading provider of location technology solutions, we have significantly expanded the Blis platform to meet the demand for native ads.. Our continued innovation in location-based advertising, combined with advanced proprietary machine-learning technology, allows us to deliver a stronger return on investment to our clients across all ad formats.”

A study by IHS Inc reported that in-app native ad revenue will reach $53.4bn by 2020, generating 63.2% of the total mobile display ad revenue. That puts Blis in a good spot to grow alongside an ever expanding market and capture some of the demand.
The latest ad format addition broadens its reach into native advertising and lets clients develop and select creative variations for their native ads through the Blis platform.
Ben Phillips, Global Head of Mobile, MediaCom, adds:
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“The combination of location data, measurability and creative are at the foundation of our mobile strategy. MediaCom have appointed Blis as a Global Partner to help deliver established, innovative and ground breaking mobile solutions to our brands.”

Blis recently raised $25m in a Series B round from investors Endeit Capital, Beringea US and Unilever Ventures. Isbister says that the company will use the funding to grow its APAC operations, where mobile phone penetration is climbing fast.

“Asia Pacific is a very advanced market in terms of consumer adoption, we see a big opportunity for our clients, who have started to increase their investments in digital.”

In addition, he plans to spend some of the cash on a US market expansion and the continuing development of Blis’ products and marketing efforts.