Across the board, digital ad spend is growing at the cost of other media, one of the exceptions is Beer.
AdViking would suggest that is probably due to the restrictions on what type of ads can run on the big search and display networks and so this means that those in charge of the marketing budgets have too work hard for ROI…which as we know is something that most Marketers like to avoid doing.
Once video and the like grows as part of the digital spend, then we’ll see a natural transition of the budget.
Still, that doesn’t mean a few smart marketers aren’t taking advantage of the new channels open for them. e.g.: Having an European focus means that AdViking missed the whole ‘dude’ Bud Light ( (Light beer isn’t really an option this side of the Atlantic) campaign and only through the glories of YouTube have we been able to catch up:
On second thought, as the future is niche and vertical, then there’s a big gap open to consolidate the alcohol spending into one new network, giving the opportunities for Publishers like BeerViking to have a more natural advertising to user fit.
Post-Script: And then AdViking comes across the news that Carling has the #1 free game application for iPhone with their iPint game. My apologies to Nic Young, director of marketing communications at Carling and their partners at Beattie McGuinness Bungay and Illusion Labs for the comment about Marketers not wanting to work for ROI…seems that some of them do.
Post-Post-Script: Apparently the iBeer guys are suing the iPint guys.