Reveal Mobile Acquires Mira to Form Democratised Attribution Platform 

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Reveal Mobile, the results-driven geofencing marketing company, announced that the company has acquired Mira, an out of home (OOH) focused location intelligence company based in New York City.

Reveal Mobile also announced Lyft, Inc. (LYFT) has become the first new customer of the expanded company. Lyft plans to use Reveal Mobile and Mira technology to enable a full suite of attribution and measurement products for vehicles equipped with Lyft’s rooftop digital screens. The subscription-based attribution and measurement solution will enable these vehicles to become fully measurable out of home ad units.

“Mira has long been the premium solution for mobile OOH performance measurement,” said Faizan Bhatty, head of business development and strategic partnerships for Lyft Media. “We’ve long wanted to work with Mira, and now is the time as a result of this acquisition. The company has truly democratised attribution, making it available to a wide range of our advertiser clients. We were determined to work with the optimum provider, and we’re excited to work with Reveal and Mira as our preferred measurement solution.”

While 2020 was a challenging year for digital marketing and paid media teams, Reveal Mobile brought on more than 100 new customers. The company’s new monthly recurring revenue from its geofencing marketing and attribution product, VISIT Local, grew 75 per cent during the year.

Also Read: OOH Advertising Evolving From An Upper Funnel Tactic To The Middle Funnel

Building on this momentum, the company is strengthening its position in the OOH market with the acquisition of Mira. The OOH market is projected to grow 14.5 per cent this year, while digital OOH is expected to grow 19.2 per cent.

“The Mira acquisition brings Reveal Mobile ever closer to fulfilling our mission to democratise attribution for a wide range of marketing campaigns, with out of home at the top of that list,” said Brian Handly, CEO of Reveal Mobile. 

Mira provides solutions designed to make OOH ads and assets more valuable, effective and measurable. The company ties OOH exposure to several types of consumer behaviours, including store visits, streaming video views, website visits, mobile app installs and in-app purchases, and brand lift.

“Mira fills a critical and largely unmet need in the OOH advertising industry by delivering a full suite of planning, research and ad optimisation tools, along with our world-class audience measurement and attribution capabilities,” said Jonathan Frangakis, CEO and co-founder of Mira.