Survey+ iOOH Analysis Case Study

This case study focuses on the effectiveness of a digital out-of-home (OOH) advertising campaign conducted by a large ad agency aimed at increasing awareness and usage of a mobile payment service through banking apps. The campaign's impact was measured using MFour's Out-Of-Home location technology, which collected consumer opinions shortly after validated visits to ad locations. The analysis included various venue types such as wallscapes and bus shelters. Key metrics assessed included brand awareness, campaign recall, message takeaway, and the campaign's influence on consumer consideration and advocacy. Behavioral data indicated a significant increase in visitation to Bank of America, with a 73% lift in validated visitation observed after exposure to the campaign. The findings provide the ad agency with substantial evidence to demonstrate the success of their campaigns to current and potential clients, reinforcing their capabilities in OOH advertising. The study illustrates MFour's commitment to delivering validated consumer insights through innovative research methodologies.