{
  "id": 12782138,
  "title": "Heineken serves up outcomes with mixed attention and brand awareness approach",
  "url": "https://urgent.news/2026/10/08/heineken-serves-up-outcomes-with-mixed-attention-and-brand-awareness",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-08T04:01:00.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/media-buying/heineken-aims-to-serve-up-outcomes-with-mixed-attention-and-brand-awareness-approach/"
  },
  "original_language": "en",
  "account": null,
  "summary": "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.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}