Hawk’s DOOH planning tool optimises media buying with real-time intelligence

After a post-pandemic bounce back for DOOH, Hawk’s tool optimises advertising campaigns across all channels, including the metaverse, with front-end mapping technology.

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 digital screens at specified locations in real-time.   

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.

Front-end mapping technology makes the tool visual 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.  

Post-pandemic bounceback

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.

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. 

“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,” says Chris Childs, UK managing director at Hawk Platform. 

“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 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.

The tool 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’.

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