Heineken pairs attention and brand awareness metrics to justify open web ad spend
· 1h ago · Originally reported by Digiday
With budgets under sustained pressure, Heineken's in-house team is combining attention-based metrics with brand awareness measures to demonstrate what digital campaigns on the open web deliver. The brewer is using the mixed approach to defend brand investment as performance advertising tends to absorb a growing share of spend.
Why it matters
Big advertisers increasingly need hard evidence that open-web brand campaigns work, and Heineken's approach shows how attention metrics are being blended with classic brand measures to make that case.
Explain it like I’m new here
It's like a shopkeeper checking not just how many people glanced at the window display, but whether they actually remembered the shop the next day.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Open web
The open web is the part of the internet outside the big closed platforms, such as independent websites, apps and streaming services, where ads are bought through shared, interoperable ad tech.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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