By Tim Maytom
Heineken USA plans on spending 10 per cent of its total advertising budget on programmatic channels in 2015, having already shifted 25 per cent of its annual ad budget to digital mediums.
As part of the move to programmatic, the company has just announced a partnership with digital branding software company TubeMogul to leverage the company’s programmatic platform to streamline domestic video buying and ad serving.
Heineken will retain its US agency, MediaVest, to execute buys through TubeMogul’s software for its portfolio of brands which includes Heineken, Strongbow and Fosters.
“Heineken represents some of the most iconic brands in the world and is a longstanding innovator in beer advertising,” said Brett Wilson, CEO and co-founder of TubeMogul. “We look forward to working with them to help make their advertising more transparent and accountable.”
Just three years ago, only five per cent of Heineken’s media budget was spent on digital channels. The shift to digital has been a profound one, with some brands like Desperados now spending the majority of their marketing budget on digital campaigns.
“Throughout our selection process, TubeMOgul’s platform stood out for its buy-side orientation and transparency into how ever video ad dollar gets spent,” said Ron Amram, senior …read more
Source:: Mobile App News