Heineken serves up outcomes with mixed attention and brand awareness approach

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As social platforms take in a growing number of advertisement invest, online marketers wishing to utilize other channels require to understand they can offer the ideal results if they’re to create a bulletproof media strategy.

Heineken has actually been checking a mix of brand name lift and attention measurement in order to fix that issue for its Birra Moretti and Old Mout brand names. The maker is dealing with GumGum to track how screen properties are carrying out in market utilizing “Attentive Lift”, a technique of overlaying brand name lift research study results with attention metrics.

“It’s crucial for us to be able to narrate to our brand name group and unlock more spending plan,” stated Sabrina Court, digital media expert at The Heineken Group.

Heineken’s marketing invest is substantial: marketing and sales financial investments represent 10.1% of its EUR14.84 billion ($16.61 billion) net profits, according to its half-year outcomes. As in the U.S., European marketers are increasing their costs on social video, retail media and paid search, while development in non-walled garden stock is slowing. The IAB approximated European costs on social video increased 25.7% in 2025.

That implies when brand names do invest in digital display screen choices, it assists to have as much evidence as possible that they can offer a return.

The Birra Moretti test exposed an 8% boost in unaided awareness, and a 4% boost in familiarity with the Italian brand name, amongst participants that invested more than 2.2 seconds taking a look at their advertisements, which ran in mobile and desktop “skin” systems versus martial arts, boxing, tennis, video gaming material, in addition to other publishers. Desktop skin systems normally held users’ attention for 4.5 seconds, triple the IAB standard.

GumGum initially matched uplifts in brand name awareness from information offered by brand name lift research study company On Device, with a matching attention time throughout a test panel of countless customers, offering it a “standard” attention rating. Due to the fact that various beverages in the Heineken portfolio have various brand names and brand name worths, each marque needed a customized analysis to get the ball rolling.

“We’re aiming to determine a maximum limit for that particular brand name versus their efficiency results for things like brand name awareness, familiarity and recall,” stated Matt Goodwin, GumGum’s group digital director.

“It assists marketers see precisely just how much attention their advertisements create, and where that attention causes more powerful brand name outcomes,” he included. Goodwin stated GumGum was likewise dealing with Cint and Disqo on brand name lift research studies for other customers.

Once it’s developed, Heineken’s internal media group can utilize that standard to direct media choices, understanding that if they can accomplish a minimum of the recognized standard, their paid activity needs to add to greater brand name awareness.

“Our primary objective was simply to ensure that we’re enhancing towards attention,” Court stated. “It simply permits us to move more detailed to comprehending quality of direct exposure instead of just volume of direct exposure.”

While her group is presently utilizing it as a post-campaign reporting tool, mindful lift might be utilized to notify mid-flight media financial investment modifications, Goodwin kept in mind.

Some specialists alert that relying exclusively on attention metrics, particularly those based upon eye-tracking panels, can run the risk of leading online marketers astray.

Marc Guldimann, creator of attention measurement company Adelaide, informed Digiday CMOs need to guarantee they’re utilizing a number of sources of fact to notify media preparation choices.

“When you enhance media to the longest period of attention on an impression, you wind up developing bad innovative rewards,” stated Guldimann. The most eye-catching innovative (or media positioning) may not in fact be the very best automobile for a brand name message, he argued.

GumGum and Heineken’s method minimizes that threat rather, by blending brand name lift and attention information to leaven together.

The business is now embracing the “Attentive Lift” method throughout its display screen activity in the U.K., consisting of projects supporting its Old Mout cider brand name.

Heineken has actually released contextual services and attention measurement in the past for its display screen activity, and it’s doing so with the Birra Moretti and Old Mout projects running today, too.

Placements that offer high attention scores associate with both brand name awareness and conversion enhancements. According to Adelaide figures, high attention online video (OLV) positionings outshining low-attention areas for conversions by 62% for one college customer.

Such mixes of attention and brand name awareness metrics are progressively being used by online marketers in other classifications, as they look for to make the case for display screen costs on the open web bulletproof.

Speaking at Advertising Week New York previously today, Tom Murray, CMO of Mattress Firm, stated the Tempur-Sealy owner had actually reconfigured its marketing efforts around attention, message recall and awareness together, utilizing imaginative efficiency information stemmed from television measurement company iSpot.

Its current imaginative projects are direct attract sleepers dogged by snoring partners– perfect bed mattress consumers, according to the company’s research study– and were created to strike all 3 of those objectives all at once.

“This project is never ever going to win an imaginative award,” he joked. The project scored high for likeability, info recall and attention, he included. “We made our attention rating instead of taking a faster way.”