Hawk Expands Programmatic DOOH Offering

Media and insights platform Hawk has announced a strategic international partnership with Hivestack, the world’s leading, independent programmatic digital out-of-home (pDOOH) ad tech company.

Hawk is a leading European player in omnichannel digital communication. The agreement enables it to strengthen its demand side platform (DSP) with the integration of Hivestack’s supply side platform (SSP) global network of DOOH screens across EMEA, APAC and the USA.

Media buyers and traders using the Hawk DSP can enhance their campaigns through access to this extensive network of digital screens around the world; these are available in a wide range of environments including shopping centres, petrol stations, bars and sports clubs, car parks, railway stations and doctors’ surgeries.

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The partnership complements Hawk’s pDOOH offering, which, via strategic agreements with leading SSPs, includes the world’s 200 largest DOOH networks (giving access to over one million screens). It also enhances the omnichannel capabilities of the buying platform, which enables brands to run integrated, multichannel campaigns based on their specific business objectives.

“Programmatic digital out-of-home continues to see strong growth, and our ambition is to provide both traders and media buyers with the most complete programmatic DOOH offering on the market.  The strategic partnership with Hivestack lets us strengthen our international DOOH coverage, as well as offer our clients a diverse range of places in which to be seen, thereby broadening their targeting capabilities,” says Shanil Chande, UK commercial director at Hawk.

“We are very proud to be partnering with Hawk to allow its buyers to access premium DOOH inventory across a wide range of environments all over the world. Hawk has been a leader in driving programmatic DOOH activation in recent years, constantly evolving and innovating, and we look forward to supporting it in driving further growth in the space,” says Will Brownsdon, EMEA managing director at Hivestack.

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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.