Heineken Taps GumGum’s Attentive Lift Tool in Double Campaign Flagship

GumGum uses innovative new solution to create the perfect match between Heineken and its consumers, enhancing audience outcomes across two leading drinks brands

The Heineken Company has leveraged a breakthrough attention tool for two of its flagship campaigns this summer, marking one of the first times the solution has been used in UK markets. Attentive Lift forms part of a new effort by Heineken to prioritise outcome-driven solutions in key digital investments for Birra Moretti and Old Mout.

The new proprietary measurement product is designed by GumGum, the Mindset Company™ transforming advertising. It works by tracking Attention Time across each impression served in a live campaign. It then matches that data with On Device brand lift insights, to identify an optimal threshold for brand-specific performance outcomes. 

“The fact that Heineken has opted to use Attentive Lift for two of its leading brands is a huge vote of confidence for our groundbreaking industry tool,” says Rosemary Watkins-Moth, Digital Director at GumGum. “Results from the Birra Moretti campaign confirm that Attentive Lift has the capability to drive tangible brand outcomes. Traditionally, brand lift studies give static results, but they don’t show why lifts have occurred or how they can be replicated. Likewise, attention data is limited if it cannot prove conversion. Attentive Lift completes the circle, giving brands a powerful model by which to drive audience connection and maximise spend.”

Heineken signed up as a beta partner for Attentive Lift with Birra Moretti’s summer 2026 ad campaign, which ran to the end of July. Results included:

• The premium lager brand sparked an +8% lift in unaided awareness, and a +4% increase in familiarity, when respondents moved above the brand’s Attentive Lift threshold of 2.2 seconds Attention Time.
• The campaign’s Desktop Skin unit achieved an Attention Time of 4.5s, 200% above standard IAB units. 
• 61% of respondents said the ads made them feel either happy, excited, interested or “like Birra Moretti is the beer for me”.

The strategy was so successful, Heineken immediately decided to deploy Attentive Lift again, extending the model to another cornerstone summer campaign. The tool is currently being used to enhance brand outcomes and craft deeper audience insights in a live activation for its fruit-flavoured cider brand, Old Mout. 

Alongside Attentive Lift, both Birra Moretti and Old Mout leveraged GumGum’s AI-powered data engine, The Mindset Graph™, as part of their live campaigns. The platform analyses millions of data signals in real-time to surface ads in the environments where they will resonate most with their target audiences. 

Using this mindset framework in its latest summer campaign, Birra Moretti secured:

• An overall Attention Time of 2.8s, 86% above standard IAB units
• A CTR of 0.61%, rising to 0.86% CTR for its Desktop Skin
• The Graph optimised the campaign towards high-attention content categories, including style & fashion (which delivered +37% higher Attention Time compared to the context average), pop culture (+24%), sports (+17%) and video gaming (+15%). 

As part of the Old Mout activation, Heineken will leverage Attentive Lift to assess how attention metrics correlate with key upper-funnel outcomes, including ad recall, awareness and engagement signals among a younger, more socially driven consumer group. The live Old Mout campaign features a combination of premium creatives, including Desktop Skins with videos, Mobile Skins and a scroll-reactive design that highlights the brand’s different cider flavours.

“The Heineken brand portfolio is always exploring innovative new ways to connect with its audiences, and we place great value on the importance of outcome-driven campaigns,” says Sabrina Court, Digital Media Specialist at The Heineken Group. “This outlook is complemented in every way by GumGum’s Attentive Lift. It’s been exciting to establish a clear threshold between live attention and brand lift results in our beta partnership for Birra Moretti this summer. It puts us in a really strong position for future strategic planning, and we look forward to receiving similar insights for Old Mout. GumGum’s cutting-edge tech means we can continually optimise reach across two completely different audiences, understanding both more closely than ever before.”

Alistair Hill, CEO & Co-Founder, On Device, said: “Integrating On Device’s brand lift insights directly into Attentive Lift bridges the gap between passive attention tracking and true brand impact. This gives forward-thinking advertisers like Heineken the actionable insights needed to prove, measure, and optimise how Attention Time translates into real-world business results.” 

Source: GumGum

  Alistair Hill, GumGum, Rosemary Watkins-Moth, Sabrina Court, The Heineken Company