MillerCoors Turns Web Into Barroom With Digital Ad Deals
Posted in: UncategorizedMillerCoors has struck a flurry of digital content deals with AOL Advertising, Comedy Central, Spotify, the Weather Company and others as the brewer hikes its investment in online and mobile marketing.
The deals — which include data-triggered ads and customized content — come as the maker of Miller Lite and Coors Light plans a 50% boost in digital video spending for 2014, Jackie Woodward, the brewer’s VP-marketing connections, told Ad Age. She declined to divulge the company’s overall digital spending increase or exact terms of each deal, but characterized the new spending as “significant.”
The investment is further proof that alcohol marketers — which were originally slow to embrace digital marketing, partly because of age-gating concerns — are jumping in with both feet. For MillerCoors, the goal is to imbed its brands in conversations that are occurring online, just as the brewer has long tried to be a part of barroom talk.
Post a Comment