Eric Mandell — Paid Media News

Heineken combines brand lift and attention measurement to justify display ad spend

Reported by Eric Mandell
25
News

TLDR

Heineken is testing combined brand lift and attention metrics with GumGum to demonstrate display advertising ROI and justify media budgets.

Heineken is testing a measurement approach that overlays brand lift study results with attention metrics—called "Attentive Lift"—in partnership with GumGum to track display ad performance for its Birra Moretti and Old Mout brands. The brewer aims to build a stronger business case for display advertising budgets alongside social platforms by demonstrating concrete outcomes to internal stakeholders.

Topics:Paid Search & Advertising
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