Mobile-first marketing company TabMo is to adopt the name of its proprietary technology Hawk to signify the influence of its cross-channel demand side platform (DSP).
The rebrand to Hawk, Platform for Media & Insights reflects the company’s continued expansion and growing focus on delivering actionable insights to brands.
‘TabMo’ (tablet and mobile) launched in 2013 as the use of these devices soared and brands looked for ways to reach people with creative and effective mobile advertising. The ongoing growth of mobile technology and Device ID data underpinned the natural progression of Hawk as it evolved to unify new channels and enable media buyers to execute omni-channel strategies across mobile, audio, digital out-of-home (DOOH) and connected TV (CTV).
The company has achieved consistent growth since its launch and is forecast to double its revenue figures over 2021, as well as increase its global headcount by more than 50% to 150 staff.
As the market has developed, Hawk Platform has built extensive scale through integration partnerships with every major source of premium supply in the industry. These include supply side platforms (SSPs) such as Adswizz, Broadsign, DAX, Magnite, SpotX, Ströer, Triton Digital, VIOOH and Xandr, which allow Hawk Platform to access publishers including ACAST, Clear Channel, Deezer, Exterion, JC Decaux, Octave, RMS, Spotify and TF1.
The IAB UK’s recent Digital Adspend report showed that the UK digital audio market increased 17% year-on-year in 2020 to a total value of £103.7 million, while a Warc / Innovid study early this year showed an 81% annual growth in CTV impressions. Statista forecasts that global DOOH ad spend will rise to $15.9 billion by 2027, up from $6.7 billion in 2019.
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 in-built data marketplace, retargeting tools, sequential messaging, an in-house creative studio and dynamic creatives. Developed to be cookie-less from day one, the platform uses extensive Device ID data along with other cross channel capabilities to power and implement these strategies.
In 2020 the company launched InStore Impact, the latest version of its advanced footfall tracking technology that enables brands and retailers to optimise marketing spend. It is the only dashboard to provide insights such as incremental store visits in real time and in-store sales across mobile, audio and DOOH.
Enhancing its insight further, Hawk’s survey tool provides actionable insight directly to the media trader (rather than this only being available via an external panel), it will add survey studies onto advertisers’ activity to track key brand metrics, such as the effect of a campaign on brand awareness, or the perception of the brand.
Renaud Biet and Hakim Metmer, co-founders at Hawk Platform say: “We launched as specialists in mobile advertising when it was still an emerging channel. As the digital world increasingly revolves around mobile, that expertise has paved the way for us to help media traders move away from the siloed approach to advertising. Hawk provides the ability to unify channels; it’s about buying an audience rather than channel spend, connecting the multiple screens that are part of day-to-day consumer life and providing brands and agencies with the insights they need to run the best possible campaigns.”
Hawk is available as a managed and self-serve option; the Hawk Platform team operates a light hands-on approach for the latter to ensure media buyers optimise the platform for their specific needs, whether that is to run single channel or multiple channel campaigns.