MFour Unveils Game-Changing iOOH™ Attribution Solution for OOH Advertising

MFour Launches Innovative iOOH™ Attribution for Enhanced OOH Measurement

MFour Data Research, a leading pioneer in analytics for out-of-home (OOH) advertising, recently announced the launch of its new Attribution add-on for the iOOH™ Brand Lift solution. This improvement promises to revolutionize the way marketers assess the effectiveness of OOH advertising campaigns, significantly bridging the gap between ad exposure and tangible user actions.

Traditionally, measuring the impact of OOH advertising has been a challenge, often reliant on broad metrics like brand awareness without a clear connection to measurable actions. However, with the advent of the iOOH™ Attribution tool, MFour enables advertisers to not only measure awareness but also track key performance indicators such as app installs, website interactions, and physical store visits. This comprehensive approach is expected to elevate OOH advertising into a more strategic, performance-oriented medium.

At the helm of MFour, CEO Chris St. Hilaire expressed enthusiasm about the insights this new tool can provide: “OOH measurement isn't just for awareness anymore. With iOOH™ Attribution, marketers can prove—and scale—what OOH really drives: installs, site actions, store visits, and brand lift. This data is all verified against real, opted-in consumers,” he explained. This clarity transforms OOH into a performance channel that marketers can confidently optimize.

The main functionality of the iOOH™ Attribution tool lies in its ability to connect the dots between advertising exposure and consumer behavior. Using MFour's unique opted-in consumer panel, which is location-enabled, the platform tracks how consumers respond to OOH ads by linking exposure directly to their app activity, site actions, and foot-traffic behaviors. This precise connection eliminates the guesswork traditionally associated with ad performance analysis.

With the largest all-mobile, opted-in consumer panel in the U.S., MFour has access to a wealth of consumer signals, including app usage, web activity, and location data, all of which plays a crucial role in forming a comprehensive understanding of the consumer journey. “By sharing app, web, and location signals and participating in surveys, we can directly connect exposure to behavior. No more inference,” St. Hilaire added.

Looking ahead, MFour plans to further enhance the capabilities of its iOOH™ Attribution by introducing purchase data later this month. This addition aims to close the loop leading to purchase decisions, ideally providing advertisers with a full view of their return on investment (ROI).

About MFour Data Research

Founded in 2011, MFour Data Research has established itself as a preeminent provider of validated, connected, opt-in consumer behavior insights and survey data. Their award-winning Surveys On The Go® app—backed by the Fair Trade Data® model—captures billions of consumer-sourced data points annually. With a strong emphasis on clarity, accuracy, and consumer journey understanding, MFour serves a diverse client base, including Fortune 100 companies, startups, and academic institutions through its MFour Studio™ platform. It’s poised to play an influential role in how businesses understand and engage with consumers in this evolving digital landscape.