How telco data performs against the UK's biggest audience targeting challenge
How telco data performs against the UK's biggest audience targeting challenge
Increase targeting accuracy by up to +155% with telco data.
We ran a matched-market verification test against real UK audiences, across five consumer categories.
Telco data: real signal drawn straight from the mobile network; the apps people use, where they go, how they move; captured passively, at scale, without relying on cookies or device IDs.
Uplift across categories:
+155%
Travel and tourism
+125%
Health and fitness
+86%
Food and restaurants
+44%
Music and movies
+38%
Clothing and fashion
What this means for UK advertisers
Rebuild targeting accuracy
Reduce fragmentation
Activate better behavioural intelligence
The scale behind the signal
UK of the population covered by 4G networks with our telco partnerships
UK mobile connections reachable through Blis telco partnerships
UK telco connections exclusive to Blis
of UK marketers already agree telco data is an important signal
Download the report, book a demo with us.
What is actually broken, and how to fix it
These findings should change how you build your audiences this year
Your lookalikes inherit your blind spots
82% of marketers say the quality of a lookalike or modelled audience depends heavily on the source data used to build it.
One signal that connects the entire journey
78% of marketers say source data quality directly dictates campaign performance.
One signal that connects the entire journey
78% of marketers say source data quality directly dictates campaign performance.
What is telco data?
Telco data offers a full view of:
The apps
people use
Usage patterns reflect
high-intent interests
and habits
The categories they engage with
And how frequently those behaviours repeat
Where they actually go
Physical movement is a clear signal of who someone is
How the two connect
Digital activity linked to real-world context
6%
Lift across the UKTV network
82,484
Incremental tune-ins
2.96m
Exposed households
By partnering with Blis and leveraging their sophisticated methodology, we were able to move beyond standard reach and frequency to demonstrate true incremental value for UK streaming platform UKTV. This campaign proved that digital media, when powered by telco behavioural signals, can directly and measurably influence linear TV viewing behaviour at a household level.
Alex Sherr, Managing Partner, Arena Media UK
What’s inside the report?
- What 200 UK marketers told us: 95% are concerned about how long their current data strategy will hold up
- Why seed data matters: 82% agree a lookalike audience is only as good as the data it's built from
- Results by category: targeting accuracy lifts up to +155%, tested across five consumer categories
- What's next: your four-step plan
