How Heineken, Dentsu and Teads made a hyperlocal campaign a success
Teads, the leading global media platform, has demonstrated—in a benchmark campaign for Heineken conducted in collaboration with Dentsu—the high effectiveness of advertising optimized for attention metrics. Through extensive testing and targeting measures, viewability for the hyperlocal campaign celebrating the premium beer brand’s 150th anniversary has been significantly increased.
The Teads studio designed a complex setup of display and video creative for seven language regions in Switzerland and for different dialects. The aim was to increase viewability as the most important KPI for Heineken's anniversary campaign and to strengthen brand recall in selected target groups and environments.
The subsequent Teads benchmark tests make it possible to create campaign forecasts and identify the most efficient forms of advertising in terms of attention and dwell time. Additional audience and context targeting measures were used to determine the most relevant target groups and the most attention-grabbing environments.
In order to establish a link between attention and brand metrics and to further increase and optimize the KPIs for the selected campaign assets, a brand lift study was conducted by Teads.
Strong dwell time through attention-optimized assets
The campaign with Heineken, optimized by Teads for attention, impresses with a view rate of 71%, which exceeds the usual industry benchmarks of Lumen LAMP and Teads. The eyes-on-dwell time, i.e. the average time spent on the screen, is also well ahead of LAMP and Teads at 2.57 seconds. With a value of 1.824 APM, the Attentive Seconds also clearly outperforms the benchmarks set. The metric indicates how many seconds of attention can be expected when playing out 1,000 impressions for the campaign.
A look at the detailed KPIs for video and display shows an uplift for both forms of advertising. In the benchmark comparison, the display in-view time of 9.30 seconds and the display viewability rate of 81.80% score particularly well. The video CTR is 0.27%. Overall, display advertising on news portals with a focus on sport and entertainment achieved the highest performance.
Bastian Sarott, Strategic Account Director Teads Switzerland, comments: "Attention is one of the most important metrics for marketers today. If you manage to attract the attention of users, you can take the first step towards better communication. Our campaign optimization for Heineken together with Dentsu has impressively proven exactly that. Our attention benchmark analysis was able to play to its strengths in a complex set-up: The results exceeded expectations."
Mareike Hofer, Media & Digital Manager at Heineken Switzerland, adds: "Heineken's 150th birthday is a big event for us globally - but for most consumers, company anniversaries are not really exciting. At Heineken, we don't take ourselves too seriously and have therefore put our consumers at the center - no matter what they call us. Thanks to Teads and Dentsu, we were able to overcome this challenge. We were able to increase awareness among the target group and strengthen brand perception. The open and good exchange between all stakeholders boosted the campaign's success."
You can find an impression of the campaign here Link / QR code.
