The beverage sector in the U.K. is experiencing decreased customer consumption and spending, impacting major firms like Diageo. Heineken U.K. has adopted contextual targeting and attention metrics in its media strategies, successfully enhancing brand awareness by 17% for its Old Mout cider. This innovative approach is part of a broader trend where brands are optimizing media plans through contextual methods, especially during high-competition periods like summer. Heineken plans to implement these techniques across its portfolio, acknowledging the market saturation challenges.
According to the brewer's marketers, the approach led to a 17% jump in brand awareness during an initial test with its premium cider brand Old Mout, staged last summer.
The summer months, which traditionally boost cider sales, also bring competitors to market like wasps attracted to a countryside picnic.
Brands are weaving contextual targeting into the media planning process in order to get media dollars working harder - rather than just looking at it as a meal replacement for the third party cookie.
The difficulty is that it becomes really saturated.
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