MFour & Blindspot Partnership Insights

The New Era of Measurable Out-of-Home

Gone are the days when Out Of Home was unmeasurable.

The same technology that powered the digital advertising boom is now super-charging traditional Out-of-Home. In today’s Digital Out-of-Home (DOOH) landscape you can micro-buy inventory, swap creatives in real time and launch dynamic ads, capabilities that felt like science-fiction only a decade ago.

From Exposure to Real Business Impact

Companies like MFour take the stakes even higher, allowing you to create audiences of exposed vs unexposed customers and track the impact of DOOH even further than sales or impressions. Put together with tools that enable dynamic buying and content delivery in the DOOH space, the possibilities are endless.

• Verified exposures – who was present when each ad played
• Foot-traffic lift – incremental store visits from exposed audiences
• Website actions – clicks, page views and sign-ups traced back to a screen
• Sales lift – in-store or e-commerce purchases matched to ad exposure
• Brand sentiment – real-time survey data on awareness, intent or NPS

Imagine being able to leverage mobile technology to measure purchase intent, brand equity, or even NPS and then match that feedback to the exact screens where your ad appeared. That’s precisely what the Blindspot + MFour workflow delivers, with surveys triggered automatically to panelists who were verified in front of your creative

Blindspot & MFour: A Game-Changing Partnership

Through the unique offering of Blindspot – a leading programmatic billboards that allows real-time dynamic advertising and micro-buying on over 1 Million screens worldwide –  and MFour – the nation’s largest, highest-rated, market research app – clients can now automatically include in-depth market surveys in their Digital Out of Home campaigns in the United States.

Blindspot advertisers can now view real-time consumer feedback next to every play log, not just awareness or ad recall but any KPI that matters to their business. This is powered by MFour’s mobile panel, which captures more than 10 million daily consumer journeys.

“Consumer behavior is changing rapidly. It requires faster, validated research, and to get that, we need to meet consumers where they are…on their smartphones. Blindspot understands that and we are thrilled to partner with them,”

– said Chris St. Hilaire, MFour CEO.

“Actionable data is a core attribute of Blindspot – without it, we’d have numbers to show in a spreadsheet, but know nothing about what really influenced a brand’s audience. Together with MFour, we’re thrilled to be adding another building block to a future where DOOH reaches its true potential,”

– said Bogdan Savonea, Blindspot CEO.

The Future of DOOH Measurement

The companies are offering their joint services to clients that book new campaigns starting with July 2020. For more information, please contact your MFour or Blindspot representative.