ARCO Quality Top Tier Gas for Less Campaign Methodology MFOUR used GeoValidation data and survey responses from their mobile app to determine which respondents were exposed to the OOH campaign and which were not exposed. The campaign geo-fenced the out of home billboards and targeted individuals that were 18 years of age or older and lived in Las Vegas, Los Angeles, or San Diego. MFOUR compared the responses from the unexposed and exposed groups to determine ad recall, brand aware- ness, and lift as a result of the OOH campaign. The campaign was implemented to determine whether the consumer remembered ARCO as a premium yet affordable gas company after exposure to OOH. Campaign Details Timeframe: November 1, 2018 - November 28, 2018 Market: New Orleans, Hammond, Baton Rouge, L

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