It's a 10 percent increase for Heineken which spent 20 percent on digital in 2014. That's a huge chunk of money and some of it has to come from other media. Ad Age says Heineken will increase its overall ad budget by 6 percent in 2015, including dedicating 30 percent of its spending to digital. Ten percent of the ad buys will be programmatic. Heineken USA spent $150 million on measured media last year, according to Kantar Media. Ad Age reports that the recent U.S. launch of Desperados, a tequila-flavored beer, had zero awareness when TV ads were used. When only digital was used, awarness was about 23 percent.
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