MFour Data Research, a leader in OOH advertising effectiveness, has launched iOOH™ Attribution. This new add-on enhances the iOOH™ Brand Lift solution. This innovation offers complete measurement for OOH campaigns. It links verified ad exposure to app installs, website interactions, and in-store foot traffic. All this data is shown in one easy-to-read report for executives.
“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, all verified against real, opted-in consumers,” said Chris St. Hilaire, CEO of MFour Data Research. “That clarity turns OOH into a performance channel you can optimize with confidence.”
MFour’s iOOH™ platform has long provided validated brand-lift metrics, capturing shifts in consumer attitudes based on verified exposure to OOH advertising. The system leverages MFour’s opted-in, location-enabled consumer panel and links exposure to real outcomes across apps, websites, and physical locations via a unified consumer ID.
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The newly introduced iOOH™ Attribution add-on takes measurement a step further by quantifying behavioral impact, connecting ad exposure to user-level activity, site engagement, and foot-traffic patterns.
“With the largest, all-mobile, opted-in consumer panel in the U.S. – sharing app, web, and location signals and participating in surveys – we can directly connect exposure to behavior. No more inference,” St. Hilaire added. “Later this month, we’ll introduce purchase data, further closing the path-to-purchase loop and giving advertisers a complete view of ROI.”
This launch positions iOOH™ Attribution as a comprehensive solution for marketers seeking accountable, data-driven OOH campaigns, bridging the gap between awareness and actionable consumer behaviors.