Hawk, a leading European player in digital omnichannel communication, has announced a new partnership with next-generation digital advertising platform, GumGum.

The move enables Hawk to offer brands and agencies GumGum’s extensive range of unique high-impact ad formats, designed to engage consumers and play a key role in delivering strong campaign results. It also gives Hawk customers access to high-quality inventory based on GumGum’s scalable brand safety capabilities, as well as its attention performance metrics.

GumGum’s brand and agency clients can also now enhance their omnichannel campaigns when they access GumGum’s inventory through the Hawk platform. This new route to activation allows clients to run GumGum ad formats for display, mobile and desktop via programmatic and GumGum’s open exchange, and alongside Hawk’s digital out-of-home (DOOH), connected TV (CTV), audio and in-game activity.

GumGum offers attention-grabbing display and video ad formats in brand safe digital environments that optimise effectiveness and customer experience to deliver on an advertiser’s campaign objectives.  Units are designed to span the marketing funnel, from driving brand awareness at the top, to delivering results for direct response campaigns at the bottom.

Playground xyz, a GumGum company, is an attention measurement pioneer. Its award-winning Attention Intelligence Platform (AIP) combines real eye-tracking data from opt-in panels with AI models trained to enable scalable attention measurement without using personal tracking data. The integration leverages AIP with GumGum’s best-in-class creative solutions to enhance business and campaign outcomes for advertisers.

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Hawk allows clients to plan, activate and manage advertising campaigns across mobile, digital audio, digital out-of-home (DOOH), connected TV (CTV) and in-game advertising. Via its creative, data measurement and attribution capabilities, the platform ties together otherwise disparate channels to create fully omnichannel strategies in a cookieless and privacy-first environment. In addition, its proprietary technology delivers media measurement and actionable insights from all channels; these can be deployed by brands and agencies to enhance the effectiveness of future activity.

Pete Wallace, General Manager, EMEA, at GumGum, says: “At GumGum we understand that we don’t need to know who the user is to deliver highly effective advertising. Meeting consumers in the right moments and mindsets without exploiting their personal data is key for the future of digital advertising. Partnering with Hawk enables us to extend this capability to the platform’s extensive network of client brands and agencies.”

Shanil Chande, UK and international commercial and partnerships director at Hawk, says: “Hawk has had a creative focus since its inception, understanding full well the intrinsic role visuals play in successful advertising. Adding a whole host of innovative and engaging ad formats to our offerings via this new partnership with GumGum and reinforcing that with access to high-impact ad formats and attention measurement capabilities, enables us to provide buyers with multiple routes to making every campaign work as hard as possible to deliver smart, engaging advertising.”

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.

GumGum is a contextual-first, global digital advertising platform that captures people’s attention, without the use of personal data. We believe that an advertising ecosystem based on understanding a consumer’s active frame of mind rather than behavior builds a more equitable and safer future for consumers, publishers, and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide.

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