Mobile-first demand side platform, Hawk has teamed up with audience planning tool, Skyrise Intelligence in a move that will give it access to telecommunications data from mobile network providers for over 20 million users.
The data is anonymised and aggregated so that analysis is privacy compliant, resulting in rich, cookie-less insight, with value derived from the volume of the data and customisation of each data set.
Used at scale, it will strengthen Hawk’s pre-campaign ability to deliver bespoke advice to brands and agencies on the most effective way to reach their specific target audiences.
The ‘always on’ nature of mobile devices leads to in-depth and extensive data that tracks habitual behaviours over time such as movement and browsing patterns. An increase in commuting data for example will indicate people returning to offices post-lockdown, while roaming data offers insight into consumers’ travel activities, both of which inform brand advertising strategies.
Neil McMonagle, business development director at Skyrise Intelligence said: “The ubiquitous and personal nature of smartphones means that mobile device data is unrivalled at describing modern consumers. At the same time, today’s environment demands that users’ privacy is prioritised. Our next-generation technology marries compliance with the analysis of vast volumes of information relating to audience behaviours and preferences that lets us solve business challenges. Aligning this with the powerful engine that is Hawk Platform will help the team build on their successes to date and play a role in the compliance-based advertising ecosystem.”
Skyrise analysis is presented via bespoke dashboards that are visual and easy to digest.
Information concentrates on optimum targeting locations and context in terms of the best websites, mobile apps, CTV channels, audio platforms and digital out-of-home (DOOH) panels to use.
Twinned with Hawk’s cross-channel inventory supply, insight is particularly relevant for planning CTV and DOOH campaigns that, as ‘one-to-many’ channels, do not enable individual targeting.
A brand’s audience and market share, compared to that of its competitors in specific regions of the UK, can also be determined to ascertain key locations and the most relevant message to use.
Shanil Chande, commercial director at Hawk, said: “We continually look for new ways to raise our game as platform-supporting data and technology evolves. Working with Skyrise is a direct fit with Hawk’s mobile-first ethos, enabling us to add further value to the pre-planning phase of campaigns and introduce additional high-quality, mobile data across the programmatic ecosystem for use across multiple channels. Neither device IDs nor cookies are required; combining this privacy compliance with rich data offers a view of the future of audience targeting.”
