A-B Marketing Heavy Discusses Bud.tv's Tribulations

  |  September 25, 2007   |  Comments

Tony Ponturo, president & CEO of global media and sports marketing at A-B's Busch Media Group, played down Bud.tv and played up the company's total digital ad and media strategy during a keynote address at Advertising Week today. Speaking at OMMA, he was very blunt about the "learning experience" involved in nursing the over-hyped site through its rocky first few months

Tony Ponturo, president & CEO of global media and sports marketing at A-B's Busch Media Group, played down Bud.tv and played up the company's total digital ad and media strategy during a keynote address at Advertising Week today.

Speaking at OMMA, he was very blunt about the "learning experience" involved in nursing the over-hyped site through its rocky first few months. He even shared some stats both flattering and unflattering: The site has averaged over six minutes per visit from between 50,000 and 100,000 monthly uniques, a total of 1.1 million videos have been viewed, and 40,000 users have opted in to receive e-mail.

As it turns out, the most viewed content on Bud.tv are the commercials, a phenomenon that appears to have been driven by the site's one monster viral hit, Swear Jar. He said the spot was actually developed over a year ago for the Super Bowl, and was not surprisingly buried for being too vulgar. In its resuscitated form online, he said it garnered three million page views on YouTube and 125,000 on Bud.tv. "You try to do content and be clever, but consumers still want to view the commercials."

After lamenting that "for better or worse, Bud.tv's gotten a disproportionate amount of talk" relative to A-B's other digital initiatives, he spent the bulk of his keynote discussing those efforts. He said A-B doubled its online ad spend from 5 percent of its overall budget in 2005 to 10 percent in 2006, and that this year will bring an additional 30 to 50 percent increase. The company now operates 40 brand sites and has relationships with 65 to 100 third party sites, including properties like Maxim and the streaming properties of local broadcast stations. Additionally A-B uses mobile as a "social connector" at live events and other venues.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs