Heineken could increase its digital spend to half of its media budget over the next two years. The company is also looking at how it can use social media, including Facebook, Twitter and Instagram, as a way for consumers to interact with brands in new ways. Heineken spent $150m on measured media for its US business last year, according to Kantar Media.
Heineken could increase its digital spend to half of its media budget over the next two years. Heineken, which has been quick to experiment with its digital ad formats, currently spends 30% of its budget on digital advertising, up from 10% less than four years ago. Heineken spent $150m on measured media for its US business last year, according to Kantar Media.