Blis, Mobiclicks partnership brings location advertising technology into Africa

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Mobiclicks, founded in 2007 by Shaun Rosen, operates throughout Africa and is one of the largest mobile media buyers on the continent. While location advertising is relatively new in the African market, approximately 15 to 25% of campaigns are location-driven and this is growing fast, according to Rosen.

“There is a lack of education in Africa about location and the opportunities and possibilities it offers. However, the opportunities brands and agencies can achieve by using location is outstanding and the company is ready to fulfill this role and educate the market.”

Like many markets, both developing and mature, mobile is the single thread that combines other advertising platforms such as TV, OOH and desktop. In Africa, mobile is growing exponentially and is the gateway to the internet for the majority of consumers in all African markets.

“Mobiclicks has had a relationship with key Blis executives over the past few years and has already worked together on various campaigns,” says Harry Dewhirst, president of Blis. “With a background in performance-based marketing, it has a strong team of mobile specialists that have gained proficiency in real-time optimisation, ensuring that clients' KPIs are met and optimal ROIs are delivered. We are confident that it will deliver outstanding results using the Blis platform.”

By collaborating with Blis, Rosen believes Mobiclicks now has a unique approach in the market. “No one at this point is doing location the way Blis is doing it and, with Proximity and Footfall, the level of analysis is what agencies in Africa are looking for. The level of professionalism that Blis offers and the insights and reports it provides from its analytics are powerful, plus the fact that Blis is a global business and leader in location data and advertising,” concludes Rosen.