TabMo’s demand side platform (DSP) Hawk claims it has become the only mobile-first platform to connect additional advertising channels. Advertisers can use one mobile DSP to run campaigns that display complementary messages to audiences across mobile, connected TV, digital out-of-home (DOOH) and programmatic audio.

Hawk was built for programmatic mobile advertising; the new evolution of the platform recognises that audiences are also influenced by other advertising channels. Connected TV and DOOH are increasingly traded programmatically and audio is rapidly gaining credibility as a hugely effective mobile advertising channel. By activating each of these through one platform, advertisers can control when different messages are displayed across different channels.

“Brands can now complement their mobile advertising by amplifying their message across additional channels, strengthening their interactions with the audience and increasing the impact of campaigns. Hawk is unique in enabling users to plan fully integrated cross-channel advertising campaigns through one platform,” said Chris Childs, managing director at TabMo UK.

“Successful integrated multi-channel advertising requires the messaging to be tailored around location and context. Controlling each channel via one platform allows us to optimise campaigns in order to truly influence key factors such as brand perception and intent to purchase by adjusting the communications to ensure each touch point plays its part,” added Childs.  “Adding new channels to mobile campaigns is already further boosting footfall on our drive to store campaigns, but this is just the tip of the iceberg. We’re looking forward to working closely with agencies and brands to put together strategies that make best use of our technology to deliver strong results and return on investment for clients.”