Reveal Mobile Buys OOH-focused Location Intel Firm Mira

Geofencing marketing company Reveal Mobile has acquired out-of-home (OOH) focused location intelligence company Mira Analytics. Terms of the deal have not been disclosed.

New York-based Mira measures and quantifies crowds around physical locations in real-time based on online personas. The firm then ties OOH exposure to several types of consumer behavior, including store visits, streaming video views, web site visits, mobile app installs and in-app purchases, and brand lift. Campaigns can be measured against KPIs including by how many devices in a group later tuned into a TV show, how many were observed at one or many target locations, and how many visited a web landing page or performed an action.

All Reveal Mobile and Mira employees are being retained as part of the acquisition, and Mira co-founder and CEO Jonathan Frangakis will now serve as Reveal Mobile's Chief Commercial Officer, while his brother and fellow co-founder and CTO Gabe Frangakis joins Reveal Mobile as Chief Technology Officer.

Brian Handly, CEO of Reveal Mobile, comments: 'We see tremendous value in the OOH market. It's a unique advertising channel that requires its own measurement approach. Mira has created the most innovative and authoritative OOH measurement methodology on the market, and several of the biggest names in the industry trust them to deliver on that approach every day. Together, we're redefining what's possible and accessible to all marketers in campaign attribution.'

Web sites: www.revealmobile.com and www.mira.co .