Ad tech firm BlisMedia has launched its PATH location retargeting technology, which combines historical location behaviour with real-time location and demographic data, enabling brands to build rich audience targeting segments.

Development partners and those using PATH at launch include BMW MINI, Tesco, Boots, Fitness First and Studio Canal.
PATH uses BlisMedia’s proprietary Infinity+ platform, data analytics and location algorithms to influence future behaviour by targeting consumers based on where they have physically been, but with relevance to where they are now. By distinguishing where a consumer is versus where they have been and overlaying location context to targeting decisions, the company says, an ad can be delivered when a consumer is most likely to engage with it, improving brand engagement and performance.

PATH was developed to overcome the problem of targeting the right audience, at the right location, but at the wrong time. For example it may be too late to target a consumer with an airline ad if the user is already at the airport waiting to board the flight, but it is very useful to know that the consumer is a frequent business class traveller to target them at home or in the office.

Blis says that launch brand partners all saw impressive campaign performance, with average clickthrough rates more than 60 per cent higher than the next best performing in the industry,. Additionally, the average post click engagement and value of purchase outperformed all other elements of the campaign.

“This is a new way of looking at location data,” said Blismedia CEO and founder, Greg Isbister. “It’s not just about targeting someone at a specific location, now we can take past location behaviours into account and serve consumers ads while they are relaxing at home and likely to be more receptive to ad messages…Allowing targeting strategies to include real-time location, demographic and now past location behaviour gives brands the flexibility to be very specific and deliver campaigns in a way that will give consumers the most relevant and engaging brand experience.”