Yieldbot, Mediavest Spark Deliver Significant Return-On-Ad-Spend for Heineken
Heineken increases in-store sales by 4.3% using Yieldbot intent targeting technology.
NEW YORK, September 21, 2016 — Yieldbot, a digital media technology that connects brands with active consumer intent, today announced the results of a research study conducted in partnership with IRI that revealed that global brewing leader, Heineken®, posted a sizable increase of 4.3% in in-store sales by utilizing Yieldbot. Heineken’s media agency of record, MediaVest Spark, a unit of Publicis Groupe, was a key partner in the planning and execution of this successful initiative.
Heineken and Mediavest Spark turned to Yieldbot to reach people using digital media at the exact moments they are making beer, food and related shopping decisions.
IntentRankTM, Yieldbot’s machine learning system, recognizes and scores the active motivation of consumers and responds with relevant brand messages to produce premium interactions.
Yieldbot’s understanding of real-time intent enabled Heineken® to message shoppers at the height of their party planning and delivered relevant ads throughout the day across mobile and desktop.
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 click-through-rate (CTR) that was triple the industry benchmark of 0.10%. The campaign has been shortlisted as a finalist in the Best Use of Performance category at the 2016 U.S. Drum Digital Trading Awards.
“The strategy proved extremely successful. We were pleased with the results that this program delivered both from an estimated return on ad spend as well as overall shopper engagement,” said Haley Rubin, Digital Shopper Media, Heineken USA.
By optimizing the campaign on clicks, the 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, the consumer intent from Yieldbot’s premium publisher base matched Heineken’s ideal audience, further helping to maximize the campaign’s effectiveness.
“The consumer insights we gained from understanding the keywords and premium sites our target shoppers were using helped us adapt future promotions and digital marketing initiatives,” said Rubin.
“Yieldbot has proven to be a best-in-class digital shopper marketing solution in delivering measurable retail sales lift,” said Jasen Kelly, VP of Shopper Marketing, Mediavest Spark. 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 responsive creative formats.
IntentRank™, Yieldbot’s machine learning system, recognizes and scores the active motivation of consumers and responds with relevant brand messages to produce superior measured media performance. Over half of the Top 100 US advertisers are Yieldbot customers.
Yieldbot is headquartered in New York with offices in Bentonville, Boston, Chicago, Los Angeles, Minneapolis and Portland. For more information, please visit: http://www.yieldbot.com.