MFour Launches Out-of-Home Benchmarks

In the US, mobile research specialist MFour has launched a tool called OOH Benchmarks, to help advertisers obtain a measure of their outdoor advertising performance.

MFour uses GPS technology to collect information at what it calls the 'point of emotion'; and offers the Surveys On The Go app, providing access to an all-mobile panel, and the MFourDIY survey tool. In addition, the firm's Path2-Purchase Platform enables users to field real-time location-based surveys and capture motivations and emotions at 'any point' in the purchasing cycle; and its Digital Brand Studies service taps into the company's all-mobile panel to provide representation of target mobile audiences for digital ad campaigns.

The firm's new OOH Benchmarks solution accesses the company's database of outdoor consumer metrics to measure a campaign's ad performance against industry norms in twelve categories. Brands are given a view of each ad - showing how it stacks up against more than 100 brands across over 250 campaigns, and using data from 20,000 validated behavior and survey completes - and six metrics are then determined. These metrics include ad exposure, ad recall, brand awareness, brand opinion, and brand usage and consideration; from which a score is calculated.

Vardan Kirakosyan (pictured), VP of Research, explains: 'It's a scoreboard. You get quantified metrics to tell you how your ad is performing, so, you can decide if the ad is effective, or if it should be adjusted, based on validated opinions of consumers in proximity to the outdoor campaign. No more guessing.'

Web site: www.mfour.com .