As social platforms absorb more and more ad spend, marketers wanting to use other channels need to know they can provide the right outcomes if they’re to devise a bulletproof media plan.
Heineken has been testing a combination of brand lift and attention measurement in order to solve that problem for its Birra Moretti and Old Mout brands. The brewer is working with GumGum to track how display assets are performing in market using “Attentive Lift”, a method of overlaying brand lift study results with attention metrics.
“It’s important for us to be able to tell a story to our brand team and unlock more budget,” said Sabrina Court, digital media specialist at The Heineken Group.
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