Greg Sterling says, “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.

What was the genesis of this product? Why did you develop it?

At Blis, connecting the gap between what consumers do online and in the real world is a crucial part of our mission. We feel that Futures is the next phase of this journey, not just understanding where consumers are and where they have been but where they are going to go. In terms of the timing, as with any new product, Futures went through a comprehensive testing phase”.

Pay-per-visit mobile ad model uses AI to predict store visitation

Marketing Land