Anheuser-Busch Exec Comments On Bud.tv

As reported last month, Anheuser-Busch surprised many by announcing plans to continue to fund their video site, Bud.tv. Now, A-B executive vice president for global development Bob Lachky is openly criticizing the plan behind the site.

From Miller’s BrewBlog:

Lachky offered a variety of criticisms of Bud.tv, which has failed to achieve the traffic A-B had hoped, according to coverage of the Association of National Advertisers conference by Advertising Age.

He described it as a “flawed idea” but a “brilliant concept.”

Lachky ticked off three main problems. He said Bud.TV, in which A-B has invested tens of millions, had no end goal defined in the beginning.

The registration mechanism turned off viewers as well.

Another problem, from his point of view: the lack of branded content.

“The other thing that is totally flawed — and I don’t understand this — as you can tell I was doing something else at the time … I don’t understand why you’d have Bud.tv and then not have anything branded on it at all and just have this bizarre content that wasn’t branded,” Lachky said in a video clip posted by Ad Age.

You can see a video of the Lachky’s presentation here.

October 17, 2007 | Filed Under Beer, Domestic 

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