Eriksberg and Dentsu turned standard display into premium video attention with SeenThis
Eriksberg, a Carlsberg beer brand, and Dentsu partnered with SeenThis on their January campaign in Sweden to prove display could earn attention on par with premium formats and social. The results outperformed Lumen's benchmark data across every channel measured, and exceeded On Device's FMCG Alcohol awareness benchmarks on every metric tracked.
The challenge: Eriksberg wanted more than reach for its January campaign in Sweden. The brand set out to show that display, at the scale and efficiency it's already known for, could hold its own against premium formats and social.
The approach: A mobile-first campaign across premium Swedish publishers, planned and activated by Dentsu and delivered through SeenThis, running January 12 to March 8, 2026. Attention was measured with Lumen; brand impact was measured separately through an On Device brand lift study.
88%
Prompted awareness after exposure
+6 points, above the +4.5 category bench-mark, on a brand 8 in 10 Swedes already knew
3.4x
The attention of static banners
45% above outstream video
3.9
Seconds average view time per view.
Average view time per view. About 3x Lumen's benchmark for social feeds
~4x
the attention of Lumen's Instagram benchmark
Measured in attentive seconds per 1,000 impressions
– Karolina Hülphers, Head of Media & Integrated Brand Communication, Carlsberg Sweden
Note: comparisons are based on Lumen benchmark data across markets. Brand lift measured independently by On Device.