Hawk and Captify Partnership Brings Search Data to DOOH and Audio Media Buying

European agreement integrates onsite search behaviour with offline advertising channels to enhance targeting and measurement capabilities

European omnichannel advertising platform Hawk and Captify, the leading Search Intelligence platform for the open web, have announced an exclusive partnership that will enable online search data to be used for digital out-of-home (DOOH) and audio media trading for the first time.

The new collaboration introduces a unique dataset that allows online search behaviour to be integrated into the targeting and measurement capabilities of the traditionally offline channels. Captify already matches consumer intent to display, video and connected TV (CTV) advertising; working with Hawk expands this to a fully omnichannel offering.

The Captify partnership bolsters Hawk’s existing and proven offering across DOOH and audio, as well as its omnichannel capabilities, and proprietary footfall measurement and brand research attribution tools. Hawk customers can also leverage search-based measurement as an additional service.

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The move comes as DOOH and audio are forecast by Warc Media to be the fastest growing channels in 2023, with investment increasing globally by 13.2% and 10.8% respectively. A recent JCDecaux report further proved the need for this partnership. Programmatic DOOH: The Time is Now found that 45% of programmatic DOOH marketers cited better measurement as a key growth driver for the channel, while 36% said better targeting, 32% listed behavioural data and 31% specified the ability to connect online and offline data.

Brands and agencies using Hawk’s platform can now accurately pinpoint the regions in which to focus their

DOOH and audio advertising (either standalone or as part of an omnichannel campaign) with Captify data that shows where intent for brands, products and services is surging; this extends reach and frequency across channels. In addition, Captify’s Search Intelligence delivers further, in-depth understanding of consumers who are ready to buy by highlighting connected interests based on their searches. This insight can also uncover previously unknown correlations and identify new audiences, thereby broadening the opportunities for advertising.

Amelia Waddington, SVP of product at Captify, says: “Hawk offers unrivalled scale across DOOH and audio channels throughout Europe. Powering this high impact inventory with Captify Search Intelligence enables a compelling cycle: understanding intent behaviour fuels the targeting and delivery of an ad, the ad drives awareness, consideration and search behaviour, which can then be measured so that the effectiveness of a campaign can be determined, with that insight fed back and optimisations made as required.”

Dom Kozak, head of programmatic at JCDecaux UK, says: “This is the first time that online search data has been available for DOOH, making the Hawk and Captify integration a major step for the whole industry. It brings a new dimension to the OOH market that, by linking in audience targeting and campaign measurement, will drive it forward and enable it to deliver ever more effective and accountable advertising.”

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Hawk works with a wide range of supply and data partners, including Captify.

Headquartered in Paris and with offices across Europe, Hawk 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.

Captify is a leading Search Intelligence Platform for the open web and the largest independent holder of onsite search data outside of the walled gardens, connecting the real-time searches from over 2 billion devices globally. Its Search Intelligence technology powers omnichannel programmatic advertising and real-time insights for the world’s biggest brands, such as Disney, Unilever, eBay, Mercedes-Benz, Microsoft, Nestlé, GSK, Uber, Mars, P&G, Sony and Toyota—without reliance on third-party cookies. Captify brings brands more customers, publishers greater yield and consumers the most relevant digital experiences.

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