Heineken’s sponsorship of Brazil’s Rock In Rio 2022 music festival produced a better-than expected APM—the Average Attention per 1,000 impressions measured in seconds. And it surpassed other metrics, according to Teads, a firm that measured campaign performance using Lumen’s Research LAMP program, and Dentsu.
Teads determined that the APM was five times higher and the view, 66%, two times higher (66%) than Lumen’s benchmark for digital campaigns. Moreover, the Heineken campaign exceeded Lumen LAMP benchmarks in all metrics.
In addition, the results confirm findings from Dentsu’s Attention Economy. This shows that viewability based on factors like format size, length and page position, is not enough to predict advertising effectiveness.
As opposed to sheer viewability, brands are three times better at predicting media outcomes when using the attention metric, it says.
“The model surprised us with better-than-expected results,” states Fernanda Saboya, Director of Consumer Connections at Heineken Brazil. “We decided to develop this campaign focused on Attention metrics because, compared to previous measurements, it offers a more qualified vision of impact.
“Studies carried out globally by Teads show clear indicators that the quality of attention an ad receives is a factor to be considered in the results,” adds Cau Stéfani, research & insights manager at Teads Latin America.