Hosted by Local Search Association and SIINDA, this presentation was given at the 2018 Place Conference in London, June 15, 2018.

1. Location & The Illusion of Universal Availability
Place Conference,London 2018

2. Alex Wright
Priv ate and confidential.
Head of Insight

3. Location Pioneers. Global Reach. Local Service
Founded in 2004, Blis is an award winning pioneer in advanced location data solutions. With offices that span
the world from New York to Sydney, our clients benefit from truly international talent & expertise.
Unique Location TechInnovation LedVerified Location Data
Priv ate and confidential.

4. Priv ate and confidential.
01
Spatial Science
02
Universal Availability
03
The Powershift
04
The Illusion of
Universal Availability
05
Evidence
06
Applications

5. Priv ate and confidential.
01
Spatial Science
02
Universal Availability
03
The Powershift
04
The Illusion of
Universal Availability
05
Evidence
06
Applications

6. Spatial Science
Priv ate and confidential.

7. Priv ate and confidential.

8. Priv ate and confidential.

9. Priv ate and confidential.

10. Priv ate and confidential.

11. Priv ate and confidential.
01
Spatial Science
02
Universal Availability
03
The Powershift
04
The Illusion of
Universal Availability
05
Evidence
06
Applications

12. Universal Availability
Priv ate and confidential.

13. Priv ate and confidential.
01
Spatial Science
02
Universal Availability
03
The Powershift
04
The Illusion of
Universal Availability
05
Evidence
06
Applications

14. The Powershift
Priv ate and confidential.

15. Priv ate and confidential.
Media Owner Consumer
Power

16. Priv ate and confidential.
Power
Media Owner Consumer
Creative
+
Acc. Management
Market Research
+
Media Planning
Agency Role

17. Consumers don’t think
according to the labels we apply
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18. Consumers don’t move
according to the media we buy
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19. Priv ate and confidential.
Activation MeasurementProfiling
Media Owners1st Party
+
Market Research
1st Party
+
Syndicated Sources
+
Market Research
+
Media Agency

20. Priv ate and confidential.
Activation MeasurementProfiling
Device ID

21. Priv ate and confidential.
Profiling
Measurement
Activation
Movement Location

22. Priv ate and confidential.
01
Spatial Science
02
Universal Availability
03
The Powershift
04
The Illusion of
Universal Availability
05
Evidence
06
Applications

23. Illusion of
Universal Availability
Priv ate and confidential.

24. Priv ate and confidential.
01
Spatial Science
02
Universal Availability
03
The Powershift
04
The Illusion of
Universal Availability
05
Evidence
06
Applications

25. A/B Survey
Self-reported
purchaseintent
A/B Footfall
Physical
purchaseintent
A/B Sales
Actual
purchase
+ +
Priv ate and confidential.

26. Soft metrics
29%
17%
8%
27%
14%
Awareness
Consideration
Purchase intent
0% 25% 0% 50%25%50%
42%
Source: OnDevice Research | Blis Brand Uplift Studies 2016-17 (n = 36 studies)
(control) (exposed)
Priv ate and confidential.

27. Soft metrics
29%
17%
8%
27%
14%
Awareness
Consideration
Purchase intent
0% 25% 0% 50%25%
+45%
+57%
Performance
50%
+74%
42%
Source: OnDevice Research | Blis Brand Uplift Studies 2016-17 (n = 36 studies)
(control) (exposed)
Priv ate and confidential.

28. Soft metrics
29%
17%
8%
27%
14%
Awareness
Consideration
Purchase intent
0% 25% 0% 50%25%
+45%
+57%
Performance
50%
+74%
42%
Source: OnDevice Research | Blis Brand Uplift Studies 2016-17 (n = 36 studies)
(control) (exposed)
Priv ate and confidential.
Presence

29. Soft metrics
29%
17%
8%
27%
14%
Awareness
Consideration
Purchase intent
0% 25% 0% 50%25%
+45%
+57%
Performance
50%
+74%
42%
Source: OnDevice Research | Blis Brand Uplift Studies 2016-17 (n = 36 studies)
(control) (exposed)
Priv ate and confidential.
Presence
Prominence

30. Soft metrics
29%
17%
8%
27%
14%
Awareness
Consideration
Purchase intent
0% 25% 0% 50%25%
+45%
+57%
Performance
50%
+74%
42%
Source: OnDevice Research | Blis Brand Uplift Studies 2016-17 (n = 36 studies)
(control) (exposed)
Priv ate and confidential.
Presence
Prominence
Relevance

31. Hard metrics
Source: IRI | Blis Sales Uplift Studies 2016-17 (n = 15 studies)
Correlationbetween Footfall & ROI
RevenueROI on featured product (IRi)
FootfallUplift(blis)
£0 £1 £2 £3 £4 £5
100%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Priv ate and confidential.
r = 0.78

32. Priv ate and confidential.
01
Spatial Science
02
Universal Availability
03
The Powershift
04
The Illusion of
Universal Availability
05
Evidence
06
Applications

33. Australian Open 2018
Source: Blis Footfall
Date
Footfall(Blis)
11/01 01/02
40,000
10,000
20,000
30,000
Priv ate and confidential.
18/01 25/01

34. Date
Footfall(Blis)
11/01 01/02
40,000
10,000
20,000
30,000
Priv ate and confidential.
18/01 25/01
Australian Open 2018
Spectators
Source: Blis Footfall

35. Date
Footfall(Blis)
11/01 01/02
40,000
10,000
20,000
30,000
Priv ate and confidential.
18/01 25/01
+20%
Australian Open 2018
Participants
Source: Blis Footfall

36. Date
Footfall(Blis)
11/01 01/02
40,000
10,000
20,000
30,000
Priv ate and confidential.
18/01 25/01
Australian Open 2018
+8%
Customers
Source: Blis Footfall

37. Cage Players
5 a-side players
11 a-side players
Football Stadiums OOH Sites
Audience
Town
e.g. Hackney
Environment
e.g. Gyms
Format
e.g. 6 Sheet
ID Number
e.g. 2000079103
OOH
London
Football for OOH
Source: Blis Footfall
Map is for illustration only

38. Busiest Hour:
8am
MostlyLikelyto be on:
Hobbies/interests related
Inv entory
Operating System:
Android (64%)
14% of traffic seen here
Busiest Hour:
12pm
MostlyLikelyto be on:
Business related Inventory
Operating System:
Android (68%)
5% of traffic seen here
Busiest Hour:
12pm
MostlyLikelyto be on:
Business related Inventory
Operating System:
Android (68%)
37% of traffic seen here
Busiest Hour:
8am
MostlyLikelyto be on:
Hobbies & interests
related Inventory
Operating System:
Android (64%)
44% of traffic seen here
Departures
Gates
Check In/Arrivals
Business Lounge
Heathrow Airport
Source: Blis Footfall

39. Hong Kong Airport
Departures
Gates
Check In/Arrivals
Business Lounges
Busiest Hour:
11am
MostlyLikelyto be on:
Arts & entertainment
related Inventory
Operating System:
Android (75%)
20% of traffic seen here
Busiest Hour:
1pm
MostlyLikelyto be on:
News related Inventory
Operating System:
Android (67%)
8% of traffic seen here
Busiest Hour:
10am/1pm
MostlyLikelyto be on:
News related Inventory
Operating System:
Android (63%)
23% of traffic seen here
Busiest Hour:
8am
MostlyLikelyto be on:
Arts & entertainment
related Inventory
Operating System:
Android (68%)
49% of traffic seen here
Source: Blis Footfall

40. Priv ate and confidential.
buy what you profile measure what you buy
understand behaviour
to influence behaviour
top of mind at the right time

41. Not the only source,
but it is a single source
Priv ate and confidential.

42. Thank you
Alex Wright // Head of Insight
+44 203 4437 363alex.wright@blis.com /blisglobal@blisglobalPriv ate and confidential.