MFour adds mobile ad effectiveness studies

The service is based on the first-party panel of 2.5 million US consumers using MFour’s mobile research app, which registers exposure to mobile advertising.

According to MFour, the measurement is based on deterministic data rather than probabilistic modelling. Brands and agencies using the studies can track lift, awareness and intent to purchase, and conduct interviews with exposed test groups against unexposed control groups.

Chris St. Hilaire, co-founder and chief executive at MFour, said the studies “provide accurate, validated metrics”.