Blis launches location AI platform

Location technology and intelligence agency Blis has unveiled mobile advertising platform Blis Futures.

The platform uses predictive location modelling, driven by AI and deep learning technology, to engage consumers that are most likely to go to a specific location or store, based on their historical behaviour, according to the company.

In addition, Blis has introduced a new metric, ‘cost per visit’ (CPV), which means advertisers using Blis Futures will only be charged when a consumer actually visits a target location or store.

Greg Isbister, Blis CEO, said the new approach will “eliminate waste in investment and increase campaign performance”.

“Not only are we providing CPV, a metric which guarantees successful conversions, but more importantly we are now able to accurately identify people who we know are either highly likely or definitely going to buy a product,” he said.

Blis is launching its first Futures campaign with AB InBev’s Stella Artois brand, and is in discussion with more global brands about the new platform. The beer brand’s aim is to drive more footfall to bars, and increase engagement and purchase intent. Media planning and buying is being handled by AB InBev’s media agency, Vizeum.

Ali Humphrey, brand manager at Stella Artois, said: “Thanks to [Blis Futures], we are now able to recognise how our audiences behave in the real-world as well as the digital one, allowing us to engage with them at the right moment and influence their future behaviours.”