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.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The original post is at Marketing Archives – Digiday
Leave a Reply