Welcome!

News Feed Item

IAB Digital Mixology Playbook Serves Up Expert Insights & Actionable Guidance on Interactive Marketing for Spirits, Wine & Beer Brands

As glasses of rosé are being tossed back amidst the hubbub of the annual Cannes Lions Festival, the Interactive Advertising Bureau (IAB) has released “The IAB Digital Mixology Playbook,” an in-depth whitepaper that showcases expert opinion from creatives, alcoholic beverage marketers and publishing executives, distilling trends and providing actionable insights for spirits, wine and beer brands to successfully reach their target audience via digital screens. The paper provides guidance on navigating the challenges in marketing alcoholic beverages in the U.S. given regulatory standards, while offering inspiring examples of leading edge campaigns that leverage digital creatively in order to excite, delight and heighten brand awareness, as well as sales.

With Millennials so intrinsically connected to devices that they rank “technology use” as the single biggest attribute for their generation*, the paper observes that this dynamic demographic is best engaged by liquor, wine and beer brands through interactive, relevant digital communications timed to their after-work or nightlife moments.

“At Foursquare, we've seen this phenomenon in full-force,” said Steven Rosenblatt, Chief Revenue Officer, Foursquare, one of the publishing executives interviewed in the whitepaper. “By convincing these boozy marketers to embrace creative campaigns on mobile, our own revenue from spirits brands was up 600 percent for the first two quarters of 2014 versus all of 2013. Adult consumers have a drink in one hand and their mobile phone in their other hand. If you are an alcoholic beverage marketer, ad creative, or other digital publisher, it would be wise to pay heed to this finding in the IAB Digital Mixology Playbook in order to secure that last impression with the consumer when they are ordering the drink or at the last 100 feet to the bar.”

Underscoring the strong opportunity for alcoholic beverage brands to reach key consumers through digital, the whitepaper also includes exclusive research from IAB and Prosper Insights that shows that adults that plan to spend more on liquor, wine or beer in the next 90 days are heavy users of mobile devices, and more than half of those (55%) are also Millennials:

  • 83 percent of drinkers own smartphones, in sharp contrast to the general U.S. population (65%)
  • One out of three say that their mobile phone “is their life”
  • 52 percent of drinkers own a tablet versus 43 percent of average Americans over 21
  • Drinkers are much more likely to use mobile coupons (32% vs 26%) or text offers (49% vs 40%) than the general population
  • They are much more inclined to make purchases on mobile devices in comparison to the typical U.S. consumer (38% vs 25%)

“The liquor industry has long been associated with all that is social, and digital marketing is a prime platform for extending and reinforcing engagement opportunities,” said Sherrill Mane, Executive Vice President, Research, Analytics and Measurement, IAB. “This paper crystallizes the benefits that spirits, wine and beer marketers can take advantage of by shifting more dollars to digital, while offering savvy and creative expertise on how to meet some of the challenges that the industry faces in doing so.”

The “IAB Digital Mixology Playbook” builds upon last year’s IAB Cannes Lions session theme of “Liquid Creativity,” defined as ad creative that spans across media channels, using a variety of canvases to tell brand stories.

“The fact that this report covers ‘Liquid Creativity’ for the liquor industry is irresistible word play, but more importantly points to a marketing imperative for brands in this category,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “Mobile and cross-screen creative campaigns can provide the inherent geo-targeting that is so essential when it comes to alcoholic beverage advertising. Moreover, our research shows that drinkers are mobile enthusiasts, as are Millennials. That’s quite a potent mix, to say the least.”

Bager will be moderating Tech Talk sessions on mobile and video at this year’s Cannes Lions Festival on Monday, Tuesday and Wednesday. On Thursday, David Doty, Executive Vice President and CMO, IAB, will be part of the festival’s “Art Meets Advertising Remix” Forum sessions, speaking with Christine Cook, Head of Advertising Partnerships, Flipboard, on the topic of “Small Size, Big Impact: When Beautiful Creative Meets Mobile Screens.”

To download the complete “IAB Digital Mixology Playbook,” please visit iab.net/mixology.

Methodology

IAB conducted a custom analysis of syndicated Prosper Insight data to look at consumer and mobile behaviors of ‘Drinkers’, or Americans age 21 and over who plan to spend more on beer, wine or alcohol in the next 90 days as compared to the general population of adults 21 and over in the US. The report is derived from the Prosper Insights & Analytics, Monthly Survey (April 2014), Mobile Focus of 6,535 Adult 18+ respondents surveyed online, 6,196 of whom are 21 or over. The study has a margin of error of less than 1%, at a 99% confidence level.

*Nielsen Pop-Facts, 2013

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. The IAB empowers the media and marketing industries to thrive in the digital economy. The organization educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit iab.net.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
Mobile device usage has increased exponentially during the past several years, as consumers rely on handhelds for everything from news and weather to banking and purchases. What can we expect in the next few years? The way in which we interact with our devices will fundamentally change, as businesses leverage Artificial Intelligence. We already see this taking shape as businesses leverage AI for cost savings and customer responsiveness. This trend will continue, as AI is used for more sophistica...
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"NetApp's vision is how we help organizations manage data - delivering the right data in the right place, in the right time, to the people who need it, and doing it agnostic to what the platform is," explained Josh Atwell, Developer Advocate for NetApp, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that SourceForge has been named “Media Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SourceForge is the largest, most trusted destination for Open Source Software development, collaboration, discovery and download on the web serving over 32 million viewers, 150 million downloads and over 460,000 active development projects each and every month.
What You Need to Know You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technolog...
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
One of the biggest challenges with adopting a DevOps mentality is: new applications are easily adapted to cloud-native, microservice-based, or containerized architectures - they can be built for them - but old applications need complex refactoring. On the other hand, these new technologies can require relearning or adapting new, oftentimes more complex, methodologies and tools to be ready for production. In his general session at @DevOpsSummit at 20th Cloud Expo, Chris Brown, Solutions Marketi...
SYS-CON Events announced today that Nihon Micron will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Nihon Micron Co., Ltd. strives for technological innovation to establish high-density, high-precision processing technology for providing printed circuit board and metal mount RFID tags used for communication devices. For more inf...
SYS-CON Events announced today that Ryobi Systems will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Ryobi Systems Co., Ltd., as an information service company, specialized in business support for local governments and medical industry. We are challenging to achive the precision farming with AI. For more information, visit http:...
SYS-CON Events announced today that mruby Forum will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. mruby is the lightweight implementation of the Ruby language. We introduce mruby and the mruby IoT framework that enhances development productivity. For more information, visit http://forum.mruby.org/.
SYS-CON Events announced today that Mobile Create USA will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Mobile Create USA Inc. is an MVNO-based business model that uses portable communication devices and cellular-based infrastructure in the development, sales, operation and mobile communications systems incorporating GPS capabi...
SYS-CON Events announced today that Keisoku Research Consultant Co. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Keisoku Research Consultant, Co. offers research and consulting in a wide range of civil engineering-related fields from information construction to preservation of cultural properties. For more information, vi...
SYS-CON Events announced today that MIRAI Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MIRAI Inc. are IT consultants from the public sector whose mission is to solve social issues by technology and innovation and to create a meaningful future for people.
SYS-CON Events announced today that Daiya Industry will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Daiya Industry specializes in orthotic support systems and assistive devices with pneumatic artificial muscles in order to contribute to an extended healthy life expectancy. For more information, please visit https://www.daiyak...