In Australia, marketing tech firm Blis is reporting a jump in interest from the market around how location data can be better integrated with OOH executions.
Speaking to WARC, Nick Ballard, Managing Director of Blis in Australia and New Zealand, shared that the company is currently in discussion with “a couple of big brands” around how location data can be used to “really enrich the customer journey”.
“A lot of money is spent on OOH, and if we can align observable mobile data with OOH activity both on whether an ad is viewed and by what kind of person, we...