Heineken USA—marketing brands like Heineken, Dos Equis and Desperados—has shifted 25% of its ad budget—up from 5% just three years ago—to digital and is moving fast into programmatic advertising.
If you don’t know about TubeMogul, you’ll learn about the company here. That’s the web video ad technology firm Heineken is counting on for that programmatic push and a broad look at multiple data sources to understand the impact of its campaigns. Ron Amram, senior media director at Heineken USA, gives us the cold hard facts like the fact that the lack of great research leaves marketers reluctant to change.
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