Hawk, a leading European player in digital omnichannel communication, has today 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.
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.
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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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