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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