Heineken sees 50% bump in 2015 digital ad spend, more programmatic

Following in the footsteps of an increasing number of brands, Heineken says its 2015 digital ad spend will increase to 30% of its total budget this year, up from 20% in 2014. And, the importer told Ad Age, it plans to use programmatic for 10% of its ad buys.

Chief Marketing Officer Nuno Teles said Heineken is moving more money to digital because “if you want to reach out to Millennials, you really need to use a media that is not necessarily TV.”

And, Teles said, although he “strongly” believes brands don’t necessarily need TV anymore, “a combination of different media channels is the best [solution].”

Teles illustrated the importance of digital advertising in relating a story about how the company, in launching Desperados tequila in the U.S. tested regional TV ads and saw them barely budge the needle on consumer awareness. But, he said, when the brand was advertised using digital placement consumer awareness popped to 23%.

“That really tells you that if you want to reach out to Millennials, you really need to use a media that is not necessarily TV,” Teles said.

Beer Business Daily, meanwhile, also noted Heineken’s increasing reliance of digital, saying that at a recent industry event, Heineken “focused much more heavily on digital marketing than TV/radio/outdoor.”

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn