Blis teams up with O2 on new behavioural targeting product

New offering will help clients reach audiences at the top of the purchase funnel Exclusive partnership with O2 will provide exceptional accuracy and scale

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Blis has today announced an exclusive partnership with O2 that will give clients exceptional accuracy and scale when advertising online. The proposition, Telco-powered Targeting – together with O2, will use aggregated and anonymised customer behaviour data to match websites with audience segments.

With five to six billion data events daily on the O2 network, the new Blis Activation offering will enable advertisers to reach specific audiences based on real customer behaviour.

Blis says its clients can maximise their return on advertising investment by reaching audiences based on demographics, lifestyles or life stages, who have shown an affinity towards particular brands, hobbies or interests, ultimately driving purchase intent.

This is the only product to offer deep demographics, mobile behavioural insights and anonymous and aggregated data from the O2 customer base, providing Blis clients with access to customers at the top of the funnel. All analysis is carried out on aggregated and anonymised data and no personal customer data is shared or disclosed by O2 to Blis or advertisers.

Sergio Budkin, Director of Business, Products and Propositions at O2 (Telefónica UK) said,

“This strategic partnership with Blis, leveraging the extensive anonymised and aggregated data from the O2 network, will deliver the kinds of audience insights that will enable brands to shift the needle on their advertising. Blis has proven experience in delivering results using location data and we’re thrilled to partner and bring this exciting proposition to customers across the UK.”

Clients are looking to develop more granular audience targeting at scale to increase the relevance of ads served. This O2 partnership allows advertisers to build brand awareness and drive real results. By using these audiences in conjunction with Blis Audience Targeting or Blis Location Targeting, clients can also impact lower funnel metrics, such as foot traffic into stores, measuring the end-to-end customer journey.

Speaking on the announcement, Charlie Smith, Blis’ Managing Director for Europe said,

“We’re excited to be working with O2 as the only company to bring this level of telco behavioural targeting to advertisers in the UK. This exclusive new offering will enrich the insights and audiences we can provide to our clients. The sheer scale of the data offers a comprehensive view of real consumer behaviour across the country, with almost a third of the UK population included in the anonymised and aggregated dataset.”

Telco-powered Targeting – together with O2, only available through Blis, is powered by O2’s insight and targeting capability within the display ecosystem and offers new opportunities to serve display ads based on deep behavioural data from O2.

By reaching high affinity and high intent audiences at the optimum time, this new offering helps brands and agencies ensure that every advertising pound spent has a much higher chance of increasing ROI, whilst reducing wastage.

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