Heineken serves up outcomes with mixed attention and brand awareness approach
With budgets under constant pressure, in-house teams at Heineken are turning to novel brand metrics to justify digital ad spend on the open web.
Heineken is employing a multi-faceted approach to measuring the effectiveness of its media campaigns for the Birra Moretti and Old Mout brands. The brewer, in collaboration with ad tech company GumGum, is utilizing a technique called "Attentive Lift" to simultaneously track brand lift and attention metrics. By overlaying brand lift study results with attention data, Heineken aims to provide a more comprehensive understanding of how its display assets are performing in the market.
This approach allows Sabrina Court, digital media specialist at The Heineken Group, to better communicate the campaign's impact to the brand team and potentially secure additional budget for future initiatives.
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