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IAB Digital Mixology Playbook Serves Up Expert Insights & Actionable Guidance on Interactive Marketing for Spirits, Wine & Beer Brands
|By Business Wire
|June 16, 2014 08:00 AM EDT
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
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
“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.
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.
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