I so badly wanted to write about the Microsoft and Yahoo Search deal this week. But, I figured by this time most all of you are in Microsoft/Yahoo overload mode.

Instead, an article caught the eye of Right Place Media today as we have started planning for many clients for 2010. The Ad Age article is about an interesting move by Southern Comfort to spend its entire media budget on digital advertising. What was the reasoning for the move?

SoCo cited that they could now advertise with TV shows online that they would not traditionally be able to do otherwise. (National TV networks still do not accept liquor advertising.) For instance, digital partnerships with NBC, CBS and FOX are part of the buy with show like NBC’s “The Office”, CBS’s “How I Met Your Mother”, and FOX’s “24″. Southern Comfort’s marketing director also cited their decision to target the youngest drinking market- 21 to 29- which was becoming harder to reach through Cable and TV.

Also, Southern Comfort worried about crowding the few high indexing cable shows each night with other numerous liquor advertisers. A move to digital would allow them to be the sole sponsor for many of their digital partnerships.

All of this added up to the decision to move to an all-digital media buy. One that seems somewhat groundbreaking, but does make lots of sense for a liquor advertiser. Building loyal relationships with those loyal to their laptop seems like a no-brainer for the brand. But an all-digital buy with no traditional integration to back it up?

Highlights from their $10 million dollar all-digital buy include partnerships with Hulu, Spin, Facebook, The Fader, Pitchfork, Thrillist, Break, Comedy Central, Playboy, NBC, NBC local, FOX, FX and CBS. SoCo plans to strengthen their presence in bars with the saved money as well.

Please place your thoughts on SoCo’s Digital only buy in the comments section.