Hawk partners with Veritonic to enhance audio and CTV ad attribution

Veritonic and Hawk last week announced its partnership with Veritonic to implement an Veritonic's Audio Attribution solution. This collaboration aims to enhance Hawk's ability to track and measure the performance of audio, podcast, and Connected TV (CTV) advertisements for its users. The partnership represents a significant step forward in providing advertisers with more comprehensive and accurate data on the impact of their multimedia advertising campaigns.

According to the official announcement, Hawk will leverage Veritonic's attribution technology to offer its clients a more detailed understanding of their audio and CTV advertising investments' value and return on investment (ROI). This integration will enable Hawk's users to gain insights into various actions taken by listeners across multiple devices after exposure to an advertisement. These actions include adding items to shopping carts, completing purchases, and generating leads, among others.

Veritonic's Audio Attribution solution is designed to provide a holistic view of advertising performance, spanning from top-of-the-funnel branding initiatives to bottom-of-the-funnel conversions and transactions. The solution offers an intuitive and interactive dashboard that allows brands to identify which publishers and specific advertisements had the most significant impact, enabling data-driven optimization of ad performance.

Shanil Chande, Commercial & Partnerships Director for UK & International at Hawk, emphasized the company's commitment to providing transparent and actionable insights. Chande stated that these insights are crucial not only for the success of individual campaigns and ROI improvement but also for the growth of the global digital audio and CTV landscape as a whole.

Veritonic's General Manager of International operations, Damian Scragg, highlighted the significance of this partnership in advancing transparency and effectiveness in audio-visual advertising. Scragg expressed enthusiasm about empowering Hawk's users with deep insights and actionable data necessary for optimizing campaigns and maximizing ROI.

The integration of Veritonic's solution into Hawk's platform is expected to provide several key benefits to advertisers. Firstly, it will offer a more granular understanding of how audio and CTV ads contribute to various stages of the consumer journey. This insight can help advertisers refine their targeting strategies and allocate budgets more effectively across different channels.

Secondly, the partnership addresses a longstanding challenge in digital advertising: attributing conversions accurately in an increasingly complex, multi-device landscape. By tracking actions across devices, Hawk's users will be better equipped to understand the true impact of their audio and CTV campaigns, even when conversions occur on different platforms from where the ad was initially encountered.

Furthermore, the collaboration between Hawk and Veritonic reflects a broader industry trend towards more sophisticated, data-driven approaches to advertising. As advertisers seek to justify their investments in emerging channels like digital audio and CTV, tools that provide concrete, actionable metrics become increasingly valuable.

It's worth noting that Veritonic has established itself as a preferred Attribution partner for several global leaders in the audio space, including Spreaker from iHeart, Acast, and Audioboom. This track record lends credibility to the solution and suggests that Hawk's users will benefit from a robust, industry-tested attribution system.

The partnership also underscores the growing importance of omnichannel advertising strategies. Hawk, which enables media agencies and brands to execute multi-channel strategies across mobile, digital audio, digital out-of-home (DOOH), CTV, and in-game advertising, is now better positioned to offer its clients a unified view of performance across these diverse channels.

As the digital advertising landscape continues to evolve, partnerships like this one between Hawk and Veritonic play a crucial role in shaping the future of ad measurement and attribution. By providing more accurate and comprehensive data, these collaborations enable advertisers to make more informed decisions, ultimately leading to more effective campaigns and better returns on advertising investments.

The integration of Veritonic's Audio Attribution solution into Hawk's platform is expected to be seamless for existing users. However, the companies have not disclosed specific timelines for the full implementation or any potential changes to pricing structures that may result from this enhanced functionality.

In conclusion, the partnership between Hawk and Veritonic represents a significant development in the digital advertising industry, particularly for audio and CTV advertising. As these channels continue to grow in importance, the ability to accurately measure their impact will become increasingly crucial for advertisers seeking to optimize their marketing strategies and budgets.

Key facts

Announcement date: August 8, 2024

Parties involved: Hawk (an Azerion company) and Veritonic

Purpose: Integration of Veritonic's Audio Attribution solution into Hawk's platform

Target environments: Audio, podcast, and CTV advertising

Key features: Tracking of post-ad actions across devices, including purchases and lead generation

Industry context: Growing importance of digital audio and CTV advertising

Expected benefits: Improved ROI measurement, data-driven optimization, and more effective campaign planning