MFour Debuts Ad Validation and Feedback Tool

In the US, mobile research firm MFour Mobile has introduced a tool called MediaMatch 360, which integrates media matching technology with measurement techniques for rapid feedback on ads, broadcasts and videos.

Founded in 2001, Costa Mesa, CA-based MFour uses GPS technology to collect information at the 'point of emotion', allowing clients real-time insights into audience experience; and also offers the Surveys On The Go app, giving access to an all-mobile panel.

MFour says the new tool validates consumer exposure, and tests recall and behavior 24/7 through its all-mobile Smartphone panel, helping clients to check total ad exposure and survey panelists in real-time.

The solution offers three features:

• AdMatch - to validate exposure by region, age and gender; measure ad recall and overall appeal; and monitor behavior shifts
• VideoMatch - measuring source and video content exposure, and gauging effectiveness against competitors; and
• RadioMatch - to gauge on-air talent with follow-up surveys; validate music exposure by region, age and gender; and measure drive-time media consumption against the competition.

The firm is online at www.mfour.com .