AB InBev and Dentsu Look for Better Ways to Gauge Consumer Attention

Brewing up a return that is proportional to the investment

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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



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