MFour Adds OOH Attribution Feature

In California, recently renamed MFour Data Research has launched an Attribution add-on to its iOOH Brand Lift solution, linking verified ad exposure to app installs, web site actions, and in-store foot traffic, promising full-funnel measurement for Out-of-Home media.

MFour was founded in 2011 as a provider of mobile panel-based data, and last month announced a slight change of name to reflect its expanded focus combining validated survey data with app, web, location and purchase behavior, sourced directly from opted-in consumers. The firm's Studio platform combines data from a proprietary mobile insights app, Surveys On The Go, with advanced location-based technologies, and enhanced in the last few years with consumer data-at-scale solution Journeys Marketplace and AI tools DANI and Survey Builder.

iOOH provides validated brand-lift metrics for Out-of-Home campaigns by measuring attitudinal change based on exposure to advertising - the latter is validated using the company's opted-in, location-enabled consumer panel and connected to outcomes across app, web, and location via its unified consumer ID. The latest addition makes use of MFour's all-mobile, opted-in consumer panel - 'the largest in the US', according to the firm - and promises to 'specifically quantify behavioral change' - linking exposure to user-level app activity, web site actions, and foot-traffic patterns.

'OOH measurement isn't just for awareness anymore,' states CEO Chris St. Hilaire. 'With iOOH Attribution, marketers can prove - and scale - what OOH really drives: installs, site actions, store visits, and brand lift, all verified against real, opted-in consumers. That clarity turns OOH into a performance channel you can optimize with confidence.' He adds: 'Later this month, we'll introduce purchase data, further closing the path-to-purchase loop and giving advertisers a complete view of ROI.'

Web site: www.mfour.com .