For Heineken, With Ads of 6 Seconds, Facebook Is a Mobile 'Billboard' - eMarketer
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eMarketer Interview

For Heineken, With Ads of 6 Seconds, Facebook Is a Mobile 'Billboard'

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An interview with

Frank Amorese

Senior Media Director, Heineken USA

Topics:

Interview summary

Facebook continues to emphasize the importance of video advertising on its platform, but for the time being, users are simply scrolling past ads. Frank Amorese, senior media director at Heineken USA, spoke with eMarketer’s Maria Minsker about some of the challenges the brand has faced with Facebook advertising, especially when it comes to video.

Interview

eMarketer: What role does Facebook advertising play for Heineken? How important is it for the brand?

Frank Amorese: Facebook plays a big role in our media plans. They are one of our largest partners for a few reasons. Namely, they drive a massive amount of reach and they’ve proven that when marketers work within best practices for reach, frequency and creative, they’ll see a positive return on ad spend.