Introducing the Adweek Podcast Network. Access infinite inspiration in your pocket on everything from career advice and creativity to metaverse marketing and more. Browse all podcasts.
Buying against a demographic often creates ad waste, but by involving IT and its agency, brewing giant Anheuser-Busch InBev created a better ad environment that commands higher viewability and retention.
Paolo Provinciali, vp of of media and data at AB InBev and Cara Lewis, evp and head of U.S. media investment at Dentsu, joined Adweek’s Mediaweek Friday to talk about how the brand moved away from impressions and toward consumer attention.
Provinciali said the first factor is to understand how people are consuming media differently, particularly video and linear