Blis has rolled out its omnichannel measurement solution, Smart Holdout Groups, which aims to address the potential complexities and inaccuracies associated with traditional multi-channel campaign measurement.
The omnichannel advertising platform’s patent-pending technology allows advertisers to gauge the total effectiveness of their multi-channel campaigns in detail without needing cookies or IDs, allowing brands to uncover the true impact of their marketing.
Smart Holdout Groups will let advertisers measure campaigns across multiple channels, regardless of whether the activity is activated through Blis’ omnichannel suite of display, CTV, DOOH, audio, video, or run externally – with scope to also include social, TV and other channels within the measurement.
Elias Psarologos, regional director of Blis ANZ said: “In a world where multi-channel campaigns are now the norm, our ambition of delivering outstanding results for advertisers has always centred on letting the audience come first, not channel. That’s why we’re so excited to finally release Blis Smart Holdouts here in Australia and New Zealand because we can now help our clients truly understand the real impact of their marketing activity across any channel.”
Rather than blocking out entire markets to run an analysis, Blis’ Smart Holdouts technology uncovers granular, bespoke holdout groups that compare statistically similar and balanced target and control (A/B) groups based on demographic, household, income and even custom criteria.
Elias Psarologos
From there, the marketing outcomes that can be measured can be as bespoke as required, ranging from standard brand and footfall lift, to custom views such as sales, subscriptions.
Jeremy Matchett, MD APAC of Konversa, said his agency has “long benefitted” from working with Blis and their ability to reach audiences across multiple channels.
“(But) in many ways, closing the loop for omnichannel measurement has been the final frontier: compiling the true impact and story of our campaigns across disparate channels has long been massively challenging.
“That’s why Blis’ Smart Holdout Group measurement solution is such a real game changer not only for us, but the industry as a whole.”
Matchett added: “With Blis, we can finally close the loop and measure the marketing outcome of any omnichannel activity in its entirety, with groundbreaking technology that ensures statistical accuracy, and with metrics our clients actually care about.”
Mediaweek in partnership with Blis