Australian brewer Foster's will shift all its ad spending from TV to the web, according to the Wall Street Journal.

Foster's beer will begin its shift to online advertising with a campaign on video site Heavy.com, popular with young-adult males, reports CNET. The campaign breaks Aug. 16, with the debut of Heavy's "Massive Mating Game" program. The brewer will create humorous video ads for other sites as well, according to the article, citing a Thursday story by the Journal.

Annual TV ad spending for the beer amounted to only $5 million - which will go much farther online, however.