June 22, 2007

Migrating To Online Advertising [10:49 am]

Shaken and Stirred: For Liquor Campaigns, the Web’s the Thing

“Most importantly, we think our target consumer, 25 to 35 years old, is on the Web much more than on TV or in print,” he added.

Few alcoholic beverages are forgoing the traditional media altogether. In some instances, turning up the ad volume online has proved problematic, as Anheuser-Busch discovered with bud.tv, a Web site for Budweiser and Bud Light beers that has fallen far short of expectations since its introduction in February.

And critics of the tactics that marketers use to sell liquor and beer are worried that the Internet makes it easier for consumers under the legal drinking age to be exposed to pitches for alcoholic beverages.

[...] One big advantage of advertising online, Mr. Hartunian said, is a good reading of who is seeing the spot and how they behave before and after they view it.

“You get data — traffic to the site, where the traffic is coming from, the amount of time people spend on the site, which sections of the site they go to — and you can adjust as you go along,” he added.

“Adjust” … hmmm.

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