Hawk Platform has added Hawk Surveys to its toolset to enable brands to derive granular insight on the effectiveness of their advertising, and use this knowledge to inform further activity and demonstrate ROI.
Free for current users of the Hawk demand side platform (DSP), Hawk Surveys incorporates research studies into advertising campaigns to determine the effect of the campaign on metrics such as brand awareness, brand perception and the intent to make a purchase. It can be used across different vertical sectors to show changes at all stages of the purchase funnel.
Advertisers can add additional questions to filter the audience (depending on the volume of impressions being run). Responses show the impact of ad activity on different consumer groups and how this compares to competitor brands, they also allow the creation of audience segments in real-time. Incentives are provided via a Hawk Platform donation to the World Wildlife Fund for each study completed.
Hawk Surveys enables advertisers to measure the impact of their activity across mobile, audio and digital out-of-home (DOOH); comparing the results determines the optimal weighting for each channel in cross-channel campaigns.
Hawk Surveys also complements Hawk’s footfall tracking technology In-Store Impact, which measures incremental store visits in real-time, again across mobile, audio and DOOH. Brands and retailers can optimise marketing spend across multiple channels as a result.
Running a Hawk Survey study in line with In-Store Impact allows advertisers to look at either brand uplift or awareness, as well as a person’s intent to visit a store. Correlating these results with figures for the actual increase in visits to the retail outlet enables brands to assess their overall strategy, and adjust it if required.
Building the survey technology into the DSP makes it readily available at no extra cost for all Hawk customers, whether they use the self-serve option or Hawk’s managed service. The integration also ensures results from the study feed directly into the platform and can be used for campaign optimisation.
Kayode Ijaola, head of platform operations, Hawk Platform