Adrian J Cotterill, Editor-in-Chief
DPAA, the leading global organization for everything digital out-of-home (DOOH), announced this week that MFour Mobile Research, a leader in mobile market research technology and survey design, fielding and analysis, has joined the association.
MFour pioneered in-app mobile research back in 2011, when it introduced its Surveys On The Go app as an alternative to online surveys that had become increasingly unreliable and out of touch with mobile consumers. App-using consumers are rewarded with a seamless survey experience that elicits quality feedback, and researchers achieve more accurate, timely and vivid insights thanks to uniquely mobile features such as the nationwide GPS location tracking that powers MFour’s OOH measurement research.
Chris St. Hilaire, MFour’s CEO and co-founder told us “We observe opted-in consumers’ location journeys in real time, then we help clients survey them soon after an ad exposure or after any other relevant experience,” said What we can do is extremely helpful to digital out-of-home advertisers and others in the OOH space. We are honored to be joining DPAA, and look forward to sharing what we’ve learned with our fellow members.”
MFour clients can engage in automated DIY research, or opt for full-service custom projects that extend from survey design through data analysis and reporting.
Its latest innovation is Path-2-Purchase Platform, a first-party data resource that enables brands and advertisers to see exactly where real consumers are right now, and where they’ve gone in the past. Path-2-Purchase™ users can field real-time, location-based surveys to capture motivations and emotions of carefully profiled and accurately targeted consumer audiences at any point in the purchase cycle, including at the Point of Emotion where buying decisions are made.
Barry Frey, DPAA President & CEO, told us “MFour Mobile Research is at the heart of why advertising on digital out-of-home media is growing so rapidly. Our ability to marry real-time data with screens that engage on-the-go consumers is an ideal blend for marketers seeking consumer insights and the ability to impact purchase behavior.”
DPAA is a global, digital out-of-home marketing association that has created a strong community environment in which members drive and promote their digital capabilities. To deliver on their promise of ‘Digital Out of Home Everything’ DPAA functions as a business accelerator and concierge/consultant for members. Membership in the DPAA community brings many benefits, including admission to quarterly ‘mini summit’ meetings with ad industry and DOOH leaders; access to curated VIP tours and meetings at CES and Cannes Lions; an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification; publication discounts; an opportunity to participate in media partnerships; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the video everywhere conversation and marketing campaign; and more.
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