Hawk Launches Diskuss, a New Conversational Ad Format to Help Brands Drive Deeper Connections with Consumers

Hawk, a leading European player in digital omnichannel communication, has launched Diskuss, a new interactive ad format developed to strengthen the engagement between brands and their target audiences. The advanced creative allows advertisers to determine an individual’s preferences and recommend a specific product that is best suited to that person and their needs.

Diskuss delivers an ad to users, targeted using Hawk’s location and audience targeting capabilities and extensive audience data. This creative asks a series of brief questions to better understand the viewer’s preferences. At the end of the interaction the user is guided to the information or action that is most relevant based on the responses they have provided, such as being given a specific product recommendation, booking an appointment or demo, or receiving more specific details about particular offerings.

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Following the campaign, a full report provides details on the responses for each question, and a breakdown on the items that were most popular, based on respondents’ answers. This insight helps to build audience profiles for different brands, products and services.

Chris Childs, UK managing director at Hawk, says: “Diskuss is a truly interactive ad format in that it allows brands to fully engage with the person on the other end by entering into a one-to-one conversation based on the preferences they have expressed. This dialogue effectively captures audience attention and provides a seamless and personalised experience for users and an effective way for brands to use their media activity to get closer to their target consumers.”

Based on a proprietary algorithm, Diskuss was developed in-house by Hawk Studio’s creative experts. It is available now on mobile (in-app and on mobile web) and desktop.

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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.