Online video ads boost online video ad shares for alcohol makers
Posted on Jun 3, 2013 by YuMe
While automakers and retailers have become avid users of online video advertising, a new report sheds light on the marketing tool's potential to uncork success for alcohol makers. With more consumers watching short- and long-form content online, it comes as little surprise that Internet video ads can effectively reach audiences targeted by the beer and spirits industries.
Alcohol brands reap the benefits of online video advertising
Overall video sharing in the alcohol industry increased 1,593 percent between Q4 2012 and Q1 2013. In addition, alcohol brands accounted for nearly half of total fast-moving consumer goods/consumer packaged goods, resulting in a 78 percent quarter-on-quarter increase in the alcohol sector.
The research found that the growing use of Internet video advertising among spirit distributors has weakened beer makers' dominance over the platform as a marketing tool. In Q1 of 2012, beer companies share of voice was 97 percent, which declined to 75 percent one year later.
Among distributors, Anheuser-Busch InBev, which makes 46 beers including Budweiser, Leffe, Beck's, Stella Artois and Michelob, increased video shares by 8 percent between the end of 2012 and Q1 2013. The top 10 alcohol ads during the first three months of 2013 were an average of two minutes and 16 seconds long, while on video featuring Beck's Sapphire lasted only 30 seconds.
Room for growth
"For wine and spirit brands, the opportunity to increase brand awareness and sales conversion rates through social video in a way that that is socially responsible and meets LDA (Lobbying Disclosure Act) requirements is huge, as there has been very little mass movement from these brands in creating shareable video content" said Ian Forrester, Unruly insight director.