YouTube and Heineken targeted ad partnership

Brewer Heineken has signed a multimillion-euro advertising contract with Google to target consumers in Western Europe, the US and emerging markets.

“The deal with Google will mainly focus on distributing our commercials on YouTube, in order to reach our target groups of 20-somethings, but will also include promotions such as banners on Google,” said Heineken’s John Paul Schuirink.

He added the agreement with Google will span 20 countries, ranging from Western Europe to the US as well as emerging markets such as Mexico. He added there is no end-date to the agreement, and the brewer will distribute both global campaigns and local commercials via Google’s channels.

In return, Heineken will get access to all-important customer data from the search company. “This will include information on what the preferences of our viewers are, where they shop, or what other words they search for on Google,” Schuirink said, adding that this will allow Heineken to better target its customers.

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