Intelligent Out Of Home (iOOH) is a solution designed to provide clarity and insights into the effectiveness of Out-of-Home (OOH) advertising campaigns. It achieves this by engaging with validated, exposed consumers and measuring the tangible lift in key performance indicators (KPIs). The platform goes beyond traditional metrics like foot traffic, impressions, and recall, focusing instead on capturing validated consumer perceptions and actions. This allows for optimization of ad spend by refining creative, placements, and market choices to improve campaign results. iOOH offers comprehensive brand lift analysis, from awareness to actual visitation, and provides attribution to understand the impact on consumer behaviors. It also enables accurate ROI measurement to justify current spend and inform future investment opportunities. The methodology involves geofencing OOH media units, passively exposing users who cross the geofence to the creative, and then surveying these exposed users within 24 hours of exposure via the Surveys On The Go® app. Brand lift impact is then measured by comparing the exposed audience to a control group. MFour's iOOH solution is trusted by brands, agencies, and operators to validate OOH ad impact, offering normative benchmarks derived from over 1000 brand studies and 600,000 completed interviews across 15 categories of OOH ads.

Features & Benefits

• GeoValidated® Exposure & Location-Based Surveys: Accurately measure campaign performance by validating ad exposure and collecting location-based survey data.
• Beyond Traditional Metrics: Captures validated consumer perceptions and actions, moving past basic foot traffic, impressions, and recall.
• Ad Spend Optimization: Refines creative, placements, and market choices to maximize campaign results and the value of advertising spend.
• Brand Lift Measurement: Provides a comprehensive view of campaign performance from awareness to visitation.
• Attribution & ROI Measurement: Understands and measures campaign impact on consumer behaviors and assigns an accurate ROI.
• Point of Emotion® Validation: Validates ad effectiveness using location-based tracking and behavior-driven methodologies.
• Normative Benchmarks: Leverages data from over 1000 brand studies and 600,000 interviews to provide industry standards.