OOH Benchmarks Launched By @MFourMobileResearch

Adrian J Cotterill, Editor-in-Chief

MFour Mobile Research has released ‘OOH Benchmarks by MFour‘, a new product to help advertisers get clear results on their ad’s performance.

Vardan Kirakosyan, VP of Research at MFour said “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.”

Accessing the largest database of outdoor consumer metrics assembled, OOH Benchmarks by MFour measures a campaign’s ad performance to industry norms in 12 categories.

Brands are given a clear view of each ad—showing exactly how they stack up to the competition. Six key metrics are determined, including: ad exposure, ad recall, brand awareness, brand opinion, brand usage and consideration. Then a score is calculated.

The result is a clear mark on how well your ad performs, relative to the competition.

Chris St. Hilaire, CEO at MFour told us “We’re changing the game. Out-of-home ads are now measurable…it’s just what the industry needs to demonstrate ROI.”

Features and benefits of OOH Benchmarks by MFour include, Six key performance indicators for out-of-home ads, Benchmark data from 100+ brands in 250+ campaigns and 20,000 validated behaviors and survey completes, informing the industry standard to benchmark against.


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