Observed Signal · Oct 13, 2026 · Product Adoption · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Heineken Uses GumGum's Attentive Lift Tool in Two Campaigns
Heineken leveraged GumGum's attention measurement tool, Attentive Lift, for two flagship campaigns during the summer. This marks one of the first uses of the solution in UK markets. The tool is part of GumGum's broader effort to measure and optimize advertising effectiveness based on attention metrics. The article highlights a growing industry trend towards attention-based measurement as a key performance indicator beyond standard viewability and click-through rates. Heineken, a major global advertiser, is adopting this approach to better understand and improve campaign performance.
Adoption of attention measurement by major advertiser Heineken signals growing industry shift towards attention metrics.
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Key Takeaways & Evidence Grounding
- Heineken used GumGum's Attentive Lift tool for two flagship campaigns.
- The tool was used in UK markets for one of the first times.
- Attentive Lift is part of GumGum's attention measurement solution.
Connected Companies & Entities
2 Entities mapped“The Heineken Company has leveraged a breakthrough attention tool for two of its flagship campaigns this summer”
“Heineken Taps GumGum's Attentive Lift Tool in Double Campaign Flagship, GumGum's Attentive Lift tool”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Heineken increasingly works directly with tech partners
Heineken’s Cruzcampo brand partnered with ad tech firm GumGum and creative agency Lucky Generals for a new video campaign, using GumGum’s Mindset Graph to identify environments where consumers are most receptive. The analysis found Cruzcampo over-indexes on attention in escapism, discovery and leisure contexts (travel and dining content), prompting Heineken to prioritise engagement and attention metrics over pure reach. Heineken retains Dentsu for strategic planning and traditional media buying, while its in-house digital team selects tech partners directly. GumGum executives say the trend of brands sitting closer to tech vendors and hiring programmatic specialists is increasing transparency and collaboration across brand, agency and tech relationships.
L’Oréal Paris Boosts Engagement with Innovative Contextual Campaign
Gum Gum operates a contextual advertising platform called Mindset Platform that bundles Creative, Contextual and Attention capabilities and uses deep learning and natural language processing to analyze image, video, audio and text for high-impact formats across Display, Native, Video and Connected TV. In a campaign for L’Oréal Paris, Gum Gum deployed Desktop Skin and Hang Time, with the Mindset Graph tracking Attention Time in real time to optimize creative output and contextual placement. Nadine Kamski, Media Director DACH at L’Oréal, stated the campaign could be optimized in real time using attention data. Attention Time measures how long a viewer actively looks at an ad, reaching up to 4.5 seconds in this campaign, about three times higher than standard desktop formats. Spontaneous brand recall was 68% and aided recall 86%, with strongest attention in Food & Drink and Home & Garden. Results were benchmarked against internal norms for industry attention values; a direct A/B comparison with parallel ads is not specified.
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