Mobiclicks, a Johannesburg-based leader in mobile and digital advertising technology, is the African partner for the globe's mobile location platform targeting Africa, the Unilever-funded Blis.

Blis is a developer of world-leading location-based advertising technology that integrates mobile campaigns with brick and mortar stores. The Blis location platform enables Mobiclicks to execute client mobile campaigns that measure eventual footfall into stores.

Mobiclicks says that its experience in South Africa points to a 33% increase in footfall, following mobile campaigns that place a premium on using localised data to provide valuable consumer insights to advertisers.

"Location data tells you a lot about your customers' likes, dislikes, where they spend their time and the journey they're on," says Shaun Rosen, CEO of Mobiclicks. "To reacher customers in the most relevant way, this data needs to be accurate."

"We're thrilled to be part of this coming together of Blis and Location Sciences, as two independent companies, with a common goal for more transparency and data integrity in the advertising industry," adds Rosen.

The alliance paves the way for substantial improvements in data accuracy that will filter through to Blis partners around the world, like Mobiclicks. Location Sciences's Verify product can now provide an independent layer of validation and assurance for the Mobiclicks African client base.

"Across digital, clients are looking for greater transparency to ensure [that] they deliver the most impactful and effective campaigns. The accuracy of location data is another key metric that needs tracking and we're pleased to be part of Blis's global drive to guarantee brands the safest, most accurate location data available anywhere," Rosen says.

Moblicks says that South African brands making the move to new forms of advertising must insist on independent location data verification. "The local digital advertising space is awash with numbers since the advent of new social media and mobile marketing platforms that lend themselves to rich reporting," he says.

"With the digital advertising marketplace remaining unregulated, and an estimated US $19-billion wasted on advertising fraud globally, clients must insist on third-party verification of the data served to them by digital advertising partners," Rosen concludes.

For more information, visit www.mobiclicks.co.za. You can also follow Mobiclicks on Facebook, Twitter or on Instagram.