Heineken USA now spends a quarter of its advertising budget on digital media, and has been pushing particularly aggressively into programmatic advertising.
This year, the company says it will allocate 25% of its ad spending to digital media for its portfolio of brands, which include Heineken, Dos Equis and and Desperados, up from 20% last year. And it will spend 10% of those budgets using programmatic channels, or Web-based tools and software that will theoretically help Heineken buy ads more efficiently and better measure their effectiveness.
To that end, Heineken has teamed up with with the Web video ad technology firm TubeMogul to help facilitate this programmatic push. A big chunk of Heineken’s digital spending shift is concentrated in Web video, explained Ron Amram, senior media director at Heineken USA.
Mr. Amram said that three years ago, just 5% of Heineken’s media budgets were directed at digital outlets. Now, some brands, like the young-skewing tequila-infused beer Desperados, spend all of their marketing budgets on digital ads.