Hawk Platform partners with Skyrise Intelligence to add granular planning data

Mobile-first ad company, Hawk Platform (formerly TabMo) is to enhance its planning insights with additional layers of granular data thanks to a new partnership with audience planning tool Skyrise Intelligence.

Skyrise accesses telecommunications data from mobile network providers for over 20 million users, anonymising and aggregating it so that analysis is privacy compliant. The output is rich, cookie-less insight, with value derived from the volume of the data and customisation of each data set. Used at scale, it strengthens Hawk Platform’s pre-campaign ability to deliver bespoke advice to brands and agencies on the most effective way to reach their specific target audiences.

Always on, mobile devices uniquely provide extensive data that tracks habitual behaviours over time such as movement and browsing patterns. An increase in commuting data for example will indicate people returning to offices post-lockdown, while roaming data offers insight into consumers’ travel activities, both of which inform brand advertising strategies.

Skyrise analysis is presented via bespoke dashboards that are highly visual and easy to digest; exported and shared with clients they enable rapid turnaround on campaigns. Information concentrates on optimum targeting locations and context in terms of the best websites, mobile apps, connected TV (CTV) channels, audio platforms and digital out-of-home (DOOH) panels to use.

Twinned with Hawk’s extensive cross-channel inventory supply, insight is particularly relevant for planning CTV and DOOH campaigns that, as ‘one-to-many’ channels, do not enable individual targeting.

A brand’s audience and market share compared to that of its competitors in specific regions of the UK can also be determined to ascertain key locations and the most relevant message to use.

Working with Skyrise is a direct fit with Hawk’s mobile-first ethos, enabling us to add further value to the pre-planning phase of campaigns and introduce additional high-quality, mobile data across the programmatic ecosystem for use across multiple channels. Neither device IDs nor cookies are required; combining this privacy compliance with rich data offers a view of the future of audience targeting.

Shanil Chande, commercial director, Hawk Platform