Category: In the News

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Heineken is expanding the use of contextual targeting on its brand campaigns

The beverage sector’s in a tough spot right now. In the U.K., customers are drinking less and spending less, a combination that’s dragging on the performance of firms like Diageo, which just lost its CEO. Finding new customers is an imperative.

Heineken U.K. has found one way around that problem — it’s been using a blend of contextual targeting and attention metrics to diversify its media plans, incorporating otherwise overlooked display inventory into campaigns.

According to the brewer’s marketers, the approach led to a 17% jump in brand awareness during an initial test with its premium cider brand Old Mout, staged last summer. The firm is set to roll out the contextual attention solution across its portfolio in the second half of the year.

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Despite growth, CTV is ‘not a perfect science,’ making it hard to justify prices

Related Insights


Business of TV

Overheard at Digiday’s CTV Ad Strategies event: Streaming is reaching 50% of all upfront dollars

Earlier this year, eMarketer predicted that year-over-year growth in U.S. CTV media budgets would reach 17%, surpassing $33 billion, with the acceleration in ad spend finally exceeding the increase in time spent with CTV (7%). 

However, while advertisers begin to catch up with viewers’ eyeballs — that’s more than 70% of the population, according to eMarketer — there are still numerous sticking points to resolve if marketers are to feel they’re receiving value for their investment, with audience measurement and pricing transparency being the most common complaints.

Last month, tensions flared between TV networks and Nielsen over its new “big data plus panel” measurement system. Networks — especially smaller ones and those with multicultural audiences — say fluctuating metrics are hurting their businesses, compared to Nielsen’s legacy system. Despite concerns, the new methodology is expected to become the de facto standard for upfront deals, prompting fears that it could unfairly influence future TV and streaming ad pricing. VAB organized the meeting after repeated complaints.

Meanwhile, at Digiday’s first-ever CTV Ad Strategies event earlier this month, townhall discussions — conducted under the Chatham House Rule — focused on challenges in CTV advertising, particularly pricing, fees, and the difficulty of achieving consistent reach and frequency measurement across platforms. 

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