Stay marketing-savvy and tech-savvy. Get the latest in martech by subscribing to MarTech Today.
Pay-per-visit mobile ad model uses AI to predict store visitation
Blis will charge marketers only for customers who have gone into a store.
UK-based location-data platform Blis is introducing a predictive ad model that will charge advertisers exclusively on a pay-per-visit basis. What that means is that advertisers will pay only for customers (or potential customers) that visit their business locations.
It’s called “Blis Futures” and uses AI and audience modeling based on historical visitation patterns. A week ago, New York-based xAd introduced something similar, offering a cost-per-visit model that only charges brands and enterprises if customers walk through the door.
Beverage brand Stella Artois is the first company to run a campaign with Blis Futures, to generate foot traffic for local pubs. Blis VP Gil Larsen said the company was pleased with the test run so far. Larsen also provided email responses to some questions I asked about the product and its capabilities.