The Hawk platform’s built-in tool provides advertisers with insight

Hawk Surveys allows brands to gain detailed insight into the effectiveness of their advertising and use that knowledge to inform other activities and demonstrate ROI. It is the latest tool from Hawk Platform.

Free to current users of the Hawk Demand-Side Platform (DSP), Hawk Surveys integrates research studies into advertising campaigns to determine the campaign’s effect on metrics such as brand awareness, perception of brand and purchase intention. It can be used across different verticals to show changes at all stages of the purchase funnel.

Advertisers can add additional questions to filter the audience (based on current impression volume). The responses show the impact of advertising activity on different consumer groups and how this compares to competing brands, they also enable the creation of real-time audience segments. Incentives are provided through a donation from the Hawk platform to the World Wide Fund for Nature for each study conducted.

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Hawk Surveys allows advertisers to measure the impact of their activity on mobile, audio and digital out-of-home (DOOH); the comparison of results determines the optimal weighting for each channel in cross-channel campaigns.

Hawk Surveys also complements Hawk In-Store Impact’s footfall tracking technology, which measures incremental store visits in real time, again across mobile, audio and DOOH. Brands and retailers can optimize their marketing spend across multiple channels.

Conducting an online Hawk Survey with In-Store Impact allows advertisers to examine either brand enhancement or brand awareness, as well as a person’s intent to visit a store. Correlating these results with the figures of the actual increase in footfall at the point of sale allows brands to assess their overall strategy and adjust it if necessary.

Integrating survey technology into the DSP makes it readily available at no additional cost to all Hawk customers, whether using Hawk’s self-service option or managed service. The integration also ensures that research results feed directly into the platform and can be used for campaign optimization.

Kayode Ijaola, Head of Platform Operations at Hawk Platform, says, “We want to make it as easy as possible for media marketers to measure the impact of their brand campaigns. Hawk Surveys delivers meaningful insights to marketers through brand metrics without the need for external partners – enabling them to measure what matters and take quick, informed action across multiple marketing channels.

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Chris Childs, UK Managing Director of Hawk Platform, said: “Hawk is much more than media enabling technology; Hawk Surveys and In-Store Impact are just two of the tools that enable multiple attribution models and demonstrate the overall ambition of the platform. Brands now have immediate access to data that allows them to track key brand metrics and use the results to optimize campaigns for return on advertising spend. »

Hawk is the most comprehensive platform of its kind available; the team works with brands and agencies to create innovative cross-channel campaigns, with offerings including access to real-time cross-channel data, an integrated data marketplace, retargeting tools, sequential messaging , an in-house design studio and dynamic designs. Developed to be cookie-free from day one, the platform uses extended device credentials along with other multi-channel capabilities to power and enforce these strategies.

In 2020, the company launched InStore Impact, the latest version of its advanced footfall tracking technology that enables brands and retailers to optimize marketing spend. It’s the only dashboard to provide insights like real-time incremental store visits and in-store sales across mobile, audio, and DOOH.

Hawk Surveys is the latest tool to be added to the platform’s capabilities.

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