Programmatic Lunch

Blis Partners With Mobiclicks for Location Ads in Africa

Tim Maytom

blis and mobiclicksLocation data specialist Blis has announced a strategic partnership with African mobile marketing firm Mobiclicks that will bring its location-based ad products and solutions to the sub-Saharan African market.

With the location technology market in Sub-Saharan Africa growing fast and the number of unique mobile subscribers predicted to reach 725m by 2020, the partnership presents a huge opportunity for brands and agencies looking to reach an African audience.

While location advertising is relatively new to the African market, approximately 15 to 25 per cent of campaigns are location-driven and this is growing fast. With smartphones considered the primary way to get online in many African markets, the opportunity for location tech is substantial.

"There is a lack of education in Africa about location and the opportunities and possibilities it offers," said Shaun Rosen, CEO and founder of Mobiclicks. "But the opportunities brands and agencies can achieve by using location is outstanding. Mobiclicks is ready to fulfill this role and educate the market."

Mobiclicks was founded in 2007 and has become one of the leading players in the African media industry, and one of the largest mobile media buyers on the continent.

"Mobiclicks has had a relationship with key Blis executives over the past few years and has already worked together on various campaigns," said Harry Dewhirst, president of Blis. "With a background in performance-based marketing, Mobiclicks 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.