* . *
  • About
  • Advertise
  • Privacy & Policy
  • Contact
Monday, June 30, 2025
Earth-News
  • Home
  • Business
  • Entertainment
    Susquehanna Raises Penn Entertainment Inc. (PENN) Price Target. – Yahoo Finance

    Susquehanna Raises Price Target for Penn Entertainment Inc. (PENN)

    George Lopez is coming to Spokane – KXLY.com

    George Lopez is coming to Spokane – KXLY.com

    Netflix unveils Dallas immersive venue for fans of hit shows like ‘Squid Game,’ ‘Stranger Things’ – Houston Chronicle

    Step Inside Netflix’s New Dallas Immersive Experience Featuring Hits Like ‘Squid Game’ and ‘Stranger Things

    ‘Puttin’ on the Ritz’: Civic Players bring ‘Young Frankenstein’ to life – Yahoo

    Civic Players Deliver a Hilarious and Unforgettable Performance of ‘Young Frankenstein

    ‘Wheel of Fortune’: Amputee Wins $60,000 After Breaking Incredible ‘Curse’ – Hastings Tribune

    Wheel of Fortune’ Amputee Breaks Incredible ‘Curse’ to Win $60,000!

    North Star Sports & Entertainment Network: Coming soon – KTTC News

    North Star Sports & Entertainment Network: Coming soon – KTTC News

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    New center coming to Mizzou will focus on energy research and technology – Columbia Missourian

    Mizzou Launches Innovative New Center Dedicated to Energy Research and Technology

    Mirrors in space and underwater curtains: can technology buy us enough time to save the Arctic ice caps? – The Guardian

    Can Technology Like Space Mirrors and Underwater Curtains Buy Us Time to Save the Arctic Ice Caps?

    Naples restaurant owner prepares for hurricane season with new flood technology – Fox4Now.com

    Naples restaurant owner prepares for hurricane season with new flood technology – Fox4Now.com

    Emerging Memory and Storage Technology Market Analysis Report 2025-2034 | AI and HPC Boom Fuels Surging Demand for Fast, Low-Power Memory Devices – Yahoo Finance

    How AI and HPC Are Driving Explosive Growth in Fast, Low-Power Memory Technologies Through 2034

    Ostin Technology (OST): Volatility’s Warning or Contrarian Opportunity? – AInvest

    Ostin Technology (OST): Navigating Market Volatility – Red Flag or Hidden Opportunity?

    St. Francis Medical Center brings advanced robotic surgery technology to Northeast Louisiana – KNOE

    St. Francis Medical Center brings advanced robotic surgery technology to Northeast Louisiana – KNOE

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
  • Home
  • Business
  • Entertainment
    Susquehanna Raises Penn Entertainment Inc. (PENN) Price Target. – Yahoo Finance

    Susquehanna Raises Price Target for Penn Entertainment Inc. (PENN)

    George Lopez is coming to Spokane – KXLY.com

    George Lopez is coming to Spokane – KXLY.com

    Netflix unveils Dallas immersive venue for fans of hit shows like ‘Squid Game,’ ‘Stranger Things’ – Houston Chronicle

    Step Inside Netflix’s New Dallas Immersive Experience Featuring Hits Like ‘Squid Game’ and ‘Stranger Things

    ‘Puttin’ on the Ritz’: Civic Players bring ‘Young Frankenstein’ to life – Yahoo

    Civic Players Deliver a Hilarious and Unforgettable Performance of ‘Young Frankenstein

    ‘Wheel of Fortune’: Amputee Wins $60,000 After Breaking Incredible ‘Curse’ – Hastings Tribune

    Wheel of Fortune’ Amputee Breaks Incredible ‘Curse’ to Win $60,000!

    North Star Sports & Entertainment Network: Coming soon – KTTC News

    North Star Sports & Entertainment Network: Coming soon – KTTC News

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    New center coming to Mizzou will focus on energy research and technology – Columbia Missourian

    Mizzou Launches Innovative New Center Dedicated to Energy Research and Technology

    Mirrors in space and underwater curtains: can technology buy us enough time to save the Arctic ice caps? – The Guardian

    Can Technology Like Space Mirrors and Underwater Curtains Buy Us Time to Save the Arctic Ice Caps?

    Naples restaurant owner prepares for hurricane season with new flood technology – Fox4Now.com

    Naples restaurant owner prepares for hurricane season with new flood technology – Fox4Now.com

    Emerging Memory and Storage Technology Market Analysis Report 2025-2034 | AI and HPC Boom Fuels Surging Demand for Fast, Low-Power Memory Devices – Yahoo Finance

    How AI and HPC Are Driving Explosive Growth in Fast, Low-Power Memory Technologies Through 2034

    Ostin Technology (OST): Volatility’s Warning or Contrarian Opportunity? – AInvest

    Ostin Technology (OST): Navigating Market Volatility – Red Flag or Hidden Opportunity?

    St. Francis Medical Center brings advanced robotic surgery technology to Northeast Louisiana – KNOE

    St. Francis Medical Center brings advanced robotic surgery technology to Northeast Louisiana – KNOE

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
Earth-News
No Result
View All Result
Home Technology

Attention grabbers or action drivers? Heineken’s ad tests uncork surprising results

June 29, 2024
in Technology
Attention grabbers or action drivers? Heineken’s ad tests uncork surprising results
Share on FacebookShare on Twitter

Having ads that capture attention is great, but do they actually drive responses? That’s the big question Heineken’s marketers are trying to answer these days.

In fact, they’ve been tackling this since late 2024, collaborating with attention metrics company Playground xyz to study how much attention their ads need to elicit a reaction. The answer? It varies based on several factors, from the platform to the creative content.

The ads in question were part of the first online ad campaign for Heineken’s Spanish lager brand Cruzcampo in the U.K., which ran between October and December. No matter where they ran, these ads were crafted to hook people immediately.

On YouTube, Cruzcampo’s video ads needed just 0.5 seconds to start making waves, outpacing many other brands. Awareness among viewers who hit this mark soared by 28%, a whopping 3.5 times the baseline. Over on Instagram and Facebook, Cruzcampo didn’t lag either. Ads grabbed Optimal Attention in just 0.6 seconds, boosting awareness by up to 20%, or 2.5 times the baseline.

“We realized that we could have really high attention with our advertising but not get anything from it in terms of recall or awareness, for example,” said Daniel Glynn, programmatic lead at Heineken.

So much for the idea that more attention means better performance. It’s actually more nuanced. Sometimes, ads don’t need much attention to lift brand awareness, as Cruzcampo’s campaign clearly showed. Indeed, the marketers behind the beer likely knew they weren’t going to capture much attention to begin with. After all, the ads ran on social media, where attention is fleeting at best and passive at worst. That’s why they front-loaded the branding — think pack shots right at the beginning of the videos.

“It sounds obvious when you think about it but the learnings we’re able to apply to our thinking moving forward are key,” said Glynn.

Take the approach to ads showcasing the beer, for instance. Does Heineken need to spend more than six to 10 seconds showcasing pack shots of Cruzcampo in a programmatic ad? Probably not, if people are recalling the brand much sooner into the ad.

This has interesting implications for Heineken’s ad buying strategy. If the threshold to drive awareness is relatively short, they can focus on cheaper media placements, increasing reach in a more cost-effective way.

“This allows us to understand how much we need to start to invest in BAU [Business As Usual] short ads, which are bought on awareness (i.e. a lower CPM) compared to how we much we should be investing in longer-form editorial influencer content,” said Jimmy Hughes, social media lead at Heineken.

And that’s just for Cruzcampo. Heineken has many other beers, each with its own pace for capturing attention. Figuring all of this out will take time, especially since Heineken’s ads are now spread across several platforms and creators.

“This allows us to start to understand what type of content drives attention for our brands so that we can start to optimize towards attention and make our budget and creative work harder,” said Hughes.

His point about optimization takes on a different dimension considering how much the measurement landscape will change when third-party cookies disappear. Attention metrics could be one of several alternatives that eventually fill the gap left by cookies.

“If we can’t get anything back [from ads] about what’s driving business metrics then brands are going to spend their money elsewhere,” said Glynn. “We need to be able to provide those metrics, which is why correlations between attention, and brand uplift are really key for us.”

Moves like this can only do so much for an advertiser like Heineken and the industry at large. The market for attention is fragmented, which is an anathema to anything achieving genuine scale — let alone an ad metric. Only when there’s some consensus on the right ways to understand attention can it evolve beyond something advertisers test and learn from.

“Comprehensive and integrated approaches must be widely adopted for audience-based metrics to be relevant to advertisers,” said Bill Schild, general manager of the Americas at Channel Factory. “This means priority needs to be placed on more meaningful outcome-based metrics, such as cost per acquisition or engagement, rather than traditional metrics like CPMs.”

https://digiday.com/?p=549018

>>> Read full article>>>
Copyright for syndicated content belongs to the linked Source : DigiDay – https://digiday.com/marketing/attention-grabbers-or-action-drivers-heinekens-ad-tests-uncork-surprising-results/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss

Tags: Attention”grabberstechnology
Previous Post

Research Briefing: Amazon faces retail media competition from Walmart and Target

Next Post

Media Briefing: Publishers pitch women’s sports as advertiser interest grows

Immune Health Supplements Market Size to Reach USD 56.23 – GlobeNewswire

Immune Health Supplements Market Size to Reach USD 56.23 – GlobeNewswire

June 30, 2025
‘I don’t believe in losing’: GOP lawmaker responds to concerns about passing bill | CNN Politics – CNN

‘I don’t believe in losing’: GOP lawmaker responds to concerns about passing bill | CNN Politics – CNN

June 30, 2025
New center coming to Mizzou will focus on energy research and technology – Columbia Missourian

Mizzou Launches Innovative New Center Dedicated to Energy Research and Technology

June 30, 2025
Atlanta Dream Dealt Concerning Loss During Liberty Game – Yahoo Sports

Atlanta Dream Faces Crushing Defeat in Thrilling Liberty Clash

June 30, 2025
More than 1,800 National Science Foundation workers abruptly kicked out of agency headquarters – Space

Over 1,800 National Science Foundation Employees Suddenly Evicted from Agency Headquarters

June 30, 2025
Scientists Retrace 30,000-Year-Old Sea Voyage, in a Hollowed-Out Log – The New York Times

Scientists Successfully Recreate Epic 30,000-Year-Old Sea Voyage in a Hollowed-Out Log

June 30, 2025
Tom Brady Ditches Sneakers Lifestyle For Jeff Bezos & Lauren Sánchez’s Wedding – Yahoo

Tom Brady Swaps Sneakers Lifestyle for Glamorous Jeff Bezos and Lauren Sánchez Wedding Celebration

June 30, 2025
Chivu Confirms France Star Fit For Inter Milan Vs Fluminense Club World Cup Clash – Yahoo Sports

Chivu Confirms France Star Ready for Inter Milan’s Club World Cup Showdown Against Fluminense

June 30, 2025
Trump’s tariffs damage the US economy more if they drive investors away from American assets – Peterson Institute for International Economics

How Trump’s Tariffs Could Backfire by Driving Investors Away from American Assets

June 30, 2025
Surprising New Study Links Daytime Napping to Hidden Health Risks – Prevention

Surprising New Research Uncovers Hidden Health Risks of Daytime Napping

June 30, 2025

Categories

Archives

June 2025
MTWTFSS
 1
2345678
9101112131415
16171819202122
23242526272829
30 
« May    
Earth-News.info

The Earth News is an independent English-language daily published Website from all around the World News

Browse by Category

  • Business (20,132)
  • Ecology (700)
  • Economy (724)
  • Entertainment (21,613)
  • General (15,632)
  • Health (9,764)
  • Lifestyle (729)
  • News (22,149)
  • People (725)
  • Politics (731)
  • Science (15,941)
  • Sports (21,221)
  • Technology (15,709)
  • World (704)

Recent News

Immune Health Supplements Market Size to Reach USD 56.23 – GlobeNewswire

Immune Health Supplements Market Size to Reach USD 56.23 – GlobeNewswire

June 30, 2025
‘I don’t believe in losing’: GOP lawmaker responds to concerns about passing bill | CNN Politics – CNN

‘I don’t believe in losing’: GOP lawmaker responds to concerns about passing bill | CNN Politics – CNN

June 30, 2025
  • About
  • Advertise
  • Privacy & Policy
  • Contact

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

Go to mobile version