January 25, 2012 

As we start off the New Year and look back on Canada’s 2011 advertising trends, the Consumer Packaged Goods (CPG) industry stands out as one that has historically been, and continues to be, a leading source of advertising expenditure. More specifically, this industry makes a substantial investment in the digital market. During the first three quarters of 2011, a whopping $54.4 million was spent on CPG Internet display advertising, or what we will refer to as “digital” advertising in this brief. Beer dominated the CPG beverage category, accounting for 52% of the digital beverage ad spend. With the help of our leading multimedia ad monitoring data, we explored these significant figures further. 

In terms of Internet ad expenditure, Budweiser, Corona and Coors are the top three digital beer advertisers, respectively. The extreme peaks and dips in their digital spend over the course of nine months reveals a common strategy of offering experiential prizes through sweepstakes, with a higher concentration of advertisements during the sweepstake’s limited period. Rickard’s and Molson Coors followed close behind these leaders in spending yet took a different approach.  

For further insight on the opposing ad tactics of the top beer advertisers, we sought to gain a deeper understanding of brands new to advertising on the Web, the sites and site categories with the highest Internet beer ad expenditure, and the creative messaging behind their campaigns. Highlights of this brief include:

• Measured Internet advertising across the CPG industry
• Measured Internet advertising within the beverage category 
• Measured digital ad expenditure by beer and ale advertisers
• Creative strategy 
  • Budweiser 
  • Corona 
  • Rickard’s 
  • Molson Coors 
  • Internet expenditure for websites and website categories

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