TV and Video Marketing | Olof Schybergson, Fjord | iStrategy, London


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Traditional marketing is not working. Find out why TV and Video marketing is the new game now and why you should embrace it.

Presented by Olof Schybergson, CEO of Fjord during iSrategy London 2010 conference.

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TV and Video Marketing | Olof Schybergson, Fjord | iStrategy, London

  1. 1. TV & video marketing is a new game now ! iStrategy, London, October 5th 2010 Olof Schybergson, CEO
  2. 2. Marketing is changing …and where it should be heading
  3. 3. Slide 3 © Fjord 2010 | Confidential Traditional marketing isn’t working 60% of people feel misled by advertising 66% of people feel bombarded by marketing messages
  4. 4. Slide 4 © Fjord 2010 | Confidential A new approach is needed Controlled messages broadcasted Flexible, relevant interactions From ‘industrial’ marketing… To a new style of marketing … Isolated campaigns Ongoing dialogue and engagement Brand-centric mentality People-centric mentality Pushing empty promises Offering benefits Analogue first Digital first Create product, then market Product & marketing created together
  5. 5. TV is changing …and where it is heading
  6. 6. Slide 6 © Fjord 2010 | Confidential Epic digital leadership battles 1990’s The desk 2000’s The pocket 2010’s The sofa ?
  7. 7. Slide 7 © Fjord 2010 | Confidential •  More than 40% are “time- shifting” daily (streaming, downloading or watching recorded broadcast TV) •  25% are using internet based on demand TV/video everyday •  Consumption of on demand content is growing rapidly – and there is no return… Daily use of different TV/video distribution channels (%) Base: All On demand is here to stay Source: Ericsson ConsumerLab MSMC-study 2010
  8. 8. Slide 8 © Fjord 2010 | Confidential Sport is becoming slightly detached from the definition of TV, with pay per view and live stream access. Sport On TV Live stream Pay per view Source: Ericsson ConsumerLab MSMC-study 2010 The perception of TV content is changing The perception of what is TV content is narrowing down. More and more it’s content with a “live” character which is perceived as TV content. RealityNews Game shows Soap operas Documentaries Lifestyle Magazine programs Quiz shows Current affairs The new perception of TV content Series are definitely being detached from TV and perceived more as stand alone equivalents of movies. DVD boxes Series Rentals Downloaded Streamed On TV The sovereignty of movies as a genre in its own right is only strengthened by online access. Movies On TV In cinemas Rented Purchased Downloaded Streamed
  9. 9. Slide 9 © Fjord 2010 | Confidential Key drivers in the TV landscape Re-invention of EPGMore content Giant catalogues of content New genres of content e.g. UGC, interactivity, clips More choices for the consumer More screens More devices, prices and platforms to choose from Many commercial offerings to choose from TV, PC, mobile & tablets will all be web video devices Control vs. openness battle Set top box challengers rise More control The web changes the way we search, browse & watch Consumers expect more control, and are good at it Metadata is part of the content
  10. 10. Slide 10 © Fjord 2010 | Confidential New TV example: •  More content: people can watch last 7 days content as well as what is on now. •  More screens: PC and Mac, mobile, set top box, gaming consoles. •  More control: people can search or browse in a number of different ways (e.g. by channel, what’s popular, recommendations etc). On the Web On mobile On game consoles On TV
  11. 11. Slide 11 © Fjord 2010 | Confidential Clear results
  12. 12. Slide 12 © Fjord 2010 | Confidential Key camps in the living room land grab ‘Traditional’ TV leaders Digital masters entering TV Digital TV service innovators
  13. 13. TV advertising Key indicators
  14. 14. Slide 14 © Fjord 2010 | Confidential Britain’s advertising spend TV and online are the most important marketing platforms.
  15. 15. Slide 15 © Fjord 2010 | Confidential Spending has resurged in aftermath of GFC Latest data shows strong growth in TV and online advertising. Both are strong platforms to build on.
  16. 16. Some opportunities Marketing initiatives beyond TV ads in the new media landscape
  17. 17. Slide 17 © Fjord 2010 | Confidential Online video ads Nielsen study shows online video ads are more effective than linear TV ads. Findings 1.  Online video outperformed linear TV (e.g. brand recall 50% vs 28%). 2.  Online video advantage was highest among 13-24 year olds 3.  Linear TV + web ads more effective than linear TV alone. Why? •  Higher program engagement •  Inability to skip advertising •  Reduced ad clutter •  Presence of companion ads video-advertising/
  18. 18. Slide 18 © Fjord 2010 | Confidential Product placement Products are included as part of the TV show, with varying degrees of subtlety. Case study: Masterchef Australia “Coles (a sponsor of the show) has reported that pink ling fish, for example, leapt by 1421 per cent the week after it was used on MasterChef and was then advertised in a Coles-promoted recipe. The supermarket chain also monitored sales of red cabbage, which rose 86 per cent, and pistachios, which rose by 125 per cent after they were used on MasterChef. ” sales-storm-20100722-10n0c.html
  19. 19. Slide 19 © Fjord 2010 | Confidential Branded entertainment More than product placement. The advertiser pays for the whole production. Case study: BMW’s The Hire Eight short films produced for the internet Featured actors such as Clive Owen and directors such as Guy Ritchie, Tony & Ridley Scott and John Woo. The movie shorts were viewed over 100 million times. Other examples: Lady Gaga ‘Telephone’ video: 10 placements in 9.5 minutes Sex and the City
  20. 20. Slide 20 © Fjord 2010 | Confidential Ads that become a conversation Ads that are great to watch, and then keep on giving. Case study: Old Spice Original Super Bowl ad won the Film grand prix at the Cannes Lions. Followed up with active social media campaign. If you tweet him a question to @OldSpice, he’ll make a video in response. Fast. Some are in response to media outlets e.g. the Ellen Show. When they share the content with their own audience, Old Spice gets massive mainstream PR.
  21. 21. Slide 21 © Fjord 2010 | Confidential Enhance the product’s experience Find ways to help people connect with the product. Case study: Nike+ Branded device that records your training progress. You can sync it to the Nike+ web site, where you can talk to other runners. “We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go. How can we provide a service that the consumer goes, ‘Wow, you really made this easier for me’?” - Stefan Olander, global director for brand connections at Nike _r=1
  22. 22. Breakout sessions Topics for discussion
  23. 23. Slide 23 © Fjord 2010 | Confidential Each group will get a question – a ‘ brief ’ 20 minutes workshop. Each group presents solution to wider team, in no more than 2 minutes. Suggested process: 1.  Everyone writes down one suggestion or thought on a sticky (2 minutes) 2.  Suggestions are compared and the group discusses and drives towards a solution (12 minutes) 3.  The group decides what to present, who will present, and what the (three) key messages are (6 minutes) One Fjord person will be at hand to help, and to facilitate discussion if needed.
  24. 24. Slide 24 © Fjord 2010 | Confidential Brief 1 – new BA marketing strategy Come up with a marketing strategy for British Airways that embraces the new TV landscape.
  25. 25. Slide 25 © Fjord 2010 | Confidential Brief 2 – ‘product’ as the marketing platform is a successful movie streaming and rental service. Lovefilm want to start thinking of their core service as their marketing platform, turning customers into advocates, etc. Come up with suggestions for how Lovefilm should execute on this. What media, what initiatives, how?
  26. 26. Slide 26 © Fjord 2010 | Confidential Brief 3 – how will the TV landscape evolve? What do you think the TV landscape will be like five years from now? What will people watch, how much of it, and on what sorts of devices?
  27. 27. Thank you