Hawk, the leading European player in omnichannel digital communication, has announced multiple partnerships with the main players in the field of advertising attention measurement. The move meets the growing demand from media agencies and advertisers to optimise their digital campaigns using this new metric.
As of today, all Hawk clients can optimise and measure the effectiveness of their digital campaigns using the tools offered by Adelaide, Contxtful, DoubleVerify, Lumen, Playground XYZ and xpln.ai.
The different partnerships allow Hawk to offer its clients a range of measurement solutions based on the specific configuration of their advertising campaigns, which can be activated on mobile, desktop and tablet (in-app and web environments, display and online video formats).
Chris Childs, UK managing director at Hawk, says: “Enabling brands to determine the ads that effectively gain and hold peoples’ attention powers informed decisions that allow creatives to be optimised to reach the right people at the right time and in the right context. Measuring attention helps advertisers to gauge the relationship between ads and desired outcomes and with that insight encourage consumers through the purchase decision-making process.”