Interviews, insight & analysis on digital media & marketing

Hawk Platform launches survey tool for insights into ad effectiveness

Omnichannel programmatic firm Hawk Platform has launched its latest tool, Hawk Surveys. The tool enables brands to derive granular insights on the effectiveness of their advertising, and use this knowledge to inform further activity and demonstrate return-on-investment.

Hawk Surveys incorporates research studies into advertising campaigns to determine the effect of the campaigns on metrics including brand awareness, brand perception, and purchase intent. It’s free for current users of the Hawk DSP, and can be used across different vertical sectors to show changes at all stages of the purchase funnel.

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

The tool enables advertisers to measure the impact of their activity across mobile, audio, and digital out-of-home (DOOH), enabling them to compare to results and determine the optimal weighting for each channel in cross-channel campaigns.

Moreover, depending on the volume of impressions being run, advertisers are able to add additional questions to filter the audiences. Responses can show the impact of ad activity on different consumer groups and how this compares to competitor brands, and enable the creation of audience segments in real-time. For each study completed, Hawk will donate to the World Wildlife Fund.

Surveys is also able to complement Hawk’s footfall tracking technology, In-Store Impact. Launched in 2020, the tool measures incremental store visits in real-time across mobile, audio, and DOOH, meaning brands and retailers can optimise their marketing spend. Advertisers can correlate the results from Surveys with figures for store visits to assess their overall strategy.

“Hawk is much more than media activation 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,” said Chris Childs, UK Managing Director at Hawk Platform. “Brands now have immediate access to data that lets them track key brand metrics and use the findings to optimise campaigns to deliver return on advertising investment.”

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 In-Store 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.

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