Observed Signal · Oct 8, 2026 · Product Launch · Source: Digiday · Impact: 2/5 · Sentiment: Positive
Heineken Combines Attention and Brand Lift Metrics
Heineken is testing a new approach that combines brand lift studies with attention metrics to validate the effectiveness of its display advertising and secure more budget for non-walled-garden channels. Working with GumGum, the brewer uses "Attentive Lift" to overlay brand awareness data from On Device with attention time measurements. A test for the Birra Moretti brand showed an 8% increase in unaided awareness and a 4% increase in familiarity among consumers who viewed ads for more than 2.2 seconds. Heineken's in-house media team plans to use these benchmarks to guide media planning, optimizing for quality of exposure rather than just volume. The method is being adopted across U.K. display campaigns, including for Old Mout. Critics warn against relying solely on attention metrics, but the combination with brand lift is seen as a more balanced approach.
The article highlights an innovative approach to combining attention metrics with brand lift for display advertising, which is relevant for advertisers seeking to justify open-web spend. However, it is a single-brand case study and not a major industry shift.
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Key Takeaways & Evidence Grounding
- Heineken is testing 'Attentive Lift' with GumGum, combining brand lift and attention metrics for Birra Moretti and Old Mout campaigns.
- The Birra Moretti test showed an 8% increase in unaided awareness and a 4% increase in familiarity among engaged viewers.
- Heineken's marketing and sales investments account for 10.1% of its €14.84 billion net revenue.
- GumGum is working with Cint and Disqo on brand lift studies for other clients.
- Heineken plans to adopt the method across its U.K. display activity.
Connected Companies & Entities
7 Entities mapped“Heineken has been testing a combination of brand lift and attention measurement... Sabrina Court, digital media specialist at The Heineken G...”
“The brewer is working with GumGum to track how display assets are performing......”
“GumGum first matched uplifts in brand awareness from data provided by brand lift study firm On Device......”
“Marc Guldimann, founder of attention measurement firm Adelaide......”
“...using creative effectiveness data derived from TV measurement firm iSpot....”
“Goodwin said GumGum was also working with Cint and Disqo on brand lift studies for other clients....”
“Goodwin said GumGum was also working with Cint and Disqo on brand lift studies for other clients....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Heineken increasingly works directly with tech partners
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