Yieldbot and Mediavest | Spark Partner to Deliver Significant Return-On-Ad-Spend for Heineken®

Based on an IRI / Yieldbot study, Heineken increases in-store sales by 4.3% using the Yieldbot active intent.

Clients

Objective

Drive in-store sales throughout the Heineken® holiday season

HEINEKEN® is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders.

As market leaders Heineken stays on the cutting edge of digital technologies and is continually capitalizing on mobile advertising advancements.

Yieldbot was the perfect partner to help the company diversify and uncover new avenues for targeting customers.

Heineken and Mediavest | Spark turned to Yieldbot to not only get a real-time understanding of how people interested in beer, food and related activity are using digital media, but also to reach those people at the exact moments they are making shopping decisions.

Strategy

Capitalize on the active intent of shoppers to discover the optimal path to purchase and deliver relevant ads that drive consumers to buy Heineken®

IntentRank™, Yieldbot’s machine learning engine, analyzed first-party site level data from premium publishers to determine the active purpose of prospective Heineken shoppers.

Determining the needs of customers in the now enabled Heineken® to message holiday shoppers at the height of their party planning and deliver relevant ads throughout the day across mobile and desktop.

Yieldbot also partnered with IRI, the leading sales data analysis company, to provide Heineken with sales lift and ROAS analysis. “The strategy proved extremely successful,” said Haley Rubin, Digital Shopper Media, HEINEKEN USA. “We were pleased with the results that this program delivered as it drove impressive overall shopper engagement.” “Yieldbot continually delivers performance and their ability to deliver qualified shoppers is unparalleled,” said Jasen Kelly, VP/Director Shopper Marketing, Mediavest | Spark.

“Yieldbot has proven to be a best in class digital shopper marketing solution in delivering measurable retail sales lift.”

“The strategy proved extremely successful. We were pleased with the results that this program delivered as it drove impressive overall shopper engagement.”

Haley Rubin, Digital Shopper Media Heineken® USA

RESULTS

Drive in-store sales throughout the Heineken® holiday season

In just under two months Heineken® experienced a dramatic return on ad spend and increased in-store sales by 4.3% measured by IRI. In addition Yieldbot delivered a CTR that was triple the industry benchmark of .10%.

By optimizing the campaign on clicks, Yieldbot goals of getting quality consumers to engage with Heineken were aligned with the agency and brand objectives: minimizing waste and only paying for guaranteed engagement. In addition, Yieldbot’s premium publisher base matched Heineken®’s ideal audience further helping to maximize campaign effectiveness.

“The consumer insights we gained from the understanding the keywords and premium sites our target shoppers were using helped us adapt future promotions and digital marketing initiatives,” said Rubin.

As the top performing digital shopping partner, Heineken® continued its partnership with Yieldbot for its 2015 holiday campaign and 2016 digital marketing initiatives. They are also testing Yieldbot new ad products: click to share, click to pin and responsive brand cards.

“Yieldbot has proven to be a best-in-class digital shopper marketing solution in delivering measurable retail sales lift.”

Jason Kelly, VP of Shopper Marketing MediaVest

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