Hawk’s advanced DOOH planning tool provides real-time intelligence to optimise digital out-of-home media buying

Media and insights platform Hawk has launched an advanced digital out-of-home (DOOH) planning tool that enables media buyers to optimise DOOH campaigns on a standalone and cross-channel basis. 

Hawk Platform’s new DOOH Deal Request provides at-a-glance information about the individual availability of DOOH screens at specified locations in real-time.  

Front-end mapping technology makes the tool visual, transparent and intuitive.  The aggregate numbers of available screens are shown on a map; regions of interest populate with specific figures and location details as users zoom in towards street level.  Drilling down into an individual screen profile provides an estimate of the average current cost to buy and the number of people likely to see the screen at that time, as well as a view of the creative specs and the supply partner through which the screen is being bought.  

DOOH Deal Request takes data directly from Hawk’s multiple supply partners, which include Broadsign, DAX, VIOOH and VISTAR Media in the UK, and key players in the major global markets in which Hawk operates; the platform amalgamates the information to remove disparities, enabling buyers to compare ‘like-with-like’.

The move comes as out-of-home advertising continues to bounce back following the Covid pandemic, with digital billboards continuing to gain market share.  Marketwatch predicts that global DOOH will grow from $4.3 billion (£3.2 billion) in 2020 to $5.6 billion (£4.2 billion) in 2026.  In the UK, DOOH revenue was £557 million in 2021, with DOOH accounting for 64% of total out-of-home spend according to PwC and trade body Outsmart.

Hawk Platform’s DOOH Deal Request leverages Hawk’s cross-channel capabilities, which allow clients to plan, activate and manage advertising campaigns across mobile, digital audio, connected TV (CTV), digital out-of-home (DOOH), in-game advertising and the metaverse.  The platform’s media insights technology enables meaningful and actionable insights to be extracted from all channels and used to enhance the effectiveness of future activity.

DOOH Deal Request also complements Audio Deal Request, Hawk Platform’s equivalent planning tool for audio, which lists the audio inventory available to buy through the platform, along with its pricing, again enabling effective planning.

Chris Childs, UK managing director at Hawk Platform, says: “Out-of-home is already a powerful advertising medium, as demonstrated by its strong post-pandemic comeback. programmatic DOOH takes it further by providing planners with a more accurate means to reach their target audiences.  Hawk’s DOOH Deal Request builds on this by enabling planners to fine tune their campaign optimisation using intelligent, intuitive and dynamic insight to ensure every digital outdoor screen purchased is the right fit at the right time.”

DOOH Deal Request is available now to all users of Hawk Platform on a global basis.  

Headquartered in Paris and with offices across Europe and in the US, Hawk Platform is a proprietary platform that enables advertisers to execute multi-channel strategies across mobile, digital audio, digital out-of-home (DOOH), connected TV (CTV), in-game advertising and the metaverse.

Launched in 2013, and originally built for mobile, Hawk now enables bespoke, omni-channel end-to-end strategies for each advertiser and campaign using four key components – Data, Location, Channel, and Creative – ensuring that the most relevant users are reached in the most appropriate locations with the most engaging formats regardless of the media they are consuming.  Using these core components allows Hawk to create strategies that transcend formerly siloed media environments and drive greater efficiencies in the process. Hawk can also attribute the effectiveness of these strategies; its In-Store Impact product tracks footfall uplift to stores while its in-built brand survey tool shows the impact of advertising campaigns.