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
DXWorldEXPO LLC announced today that All in Mobile, a mobile app development company from Poland, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. All In Mobile is a mobile app development company from Poland. Since 2014, they maintain passion for developing mobile applications for enterprises and startups worldwide.
@DevOpsSummit at Cloud Expo, taking place November 12-13 in New York City, NY, is co-located with 22nd international CloudEXPO | first international DXWorldEXPO and will feature technical sessions from a rock star conference faculty and the leading industry players in the world.
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
All organizations that did not originate this moment have a pre-existing culture as well as legacy technology and processes that can be more or less amenable to DevOps implementation. That organizational culture is influenced by the personalities and management styles of Executive Management, the wider culture in which the organization is situated, and the personalities of key team members at all levels of the organization. This culture and entrenched interests usually throw a wrench in the work...
We all know that end users experience the internet primarily with mobile devices. From an app development perspective, we know that successfully responding to the needs of mobile customers depends on rapid DevOps – failing fast, in short, until the right solution evolves in your customers' relationship to your business. Whether you’re decomposing an SOA monolith, or developing a new application cloud natively, it’s not a question of using microservices - not doing so will be a path to eventual ...
The next XaaS is CICDaaS. Why? Because CICD saves developers a huge amount of time. CD is an especially great option for projects that require multiple and frequent contributions to be integrated. But… securing CICD best practices is an emerging, essential, yet little understood practice for DevOps teams and their Cloud Service Providers. The only way to get CICD to work in a highly secure environment takes collaboration, patience and persistence. Building CICD in the cloud requires rigorous ar...
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
Sanjeev Sharma Joins November 11-13, 2018 @DevOpsSummit at @CloudEXPO New York Faculty. Sanjeev Sharma is an internationally known DevOps and Cloud Transformation thought leader, technology executive, and author. Sanjeev's industry experience includes tenures as CTO, Technical Sales leader, and Cloud Architect leader. As an IBM Distinguished Engineer, Sanjeev is recognized at the highest levels of IBM's core of technical leaders.
We are seeing a major migration of enterprises applications to the cloud. As cloud and business use of real time applications accelerate, legacy networks are no longer able to architecturally support cloud adoption and deliver the performance and security required by highly distributed enterprises. These outdated solutions have become more costly and complicated to implement, install, manage, and maintain.SD-WAN offers unlimited capabilities for accessing the benefits of the cloud and Internet. ...
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...
As Cybric's Chief Technology Officer, Mike D. Kail is responsible for the strategic vision and technical direction of the platform. Prior to founding Cybric, Mike was Yahoo's CIO and SVP of Infrastructure, where he led the IT and Data Center functions for the company. He has more than 24 years of IT Operations experience with a focus on highly-scalable architectures.
Headquartered in Plainsboro, NJ, Synametrics Technologies has provided IT professionals and computer systems developers since 1997. Based on the success of their initial product offerings (WinSQL and DeltaCopy), the company continues to create and hone innovative products that help its customers get more from their computer applications, databases and infrastructure. To date, over one million users around the world have chosen Synametrics solutions to help power their accelerated business or per...
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...