Fjord at iStrategy in London

Olof Schybergson presenting Fjord’s take on TV & Video marketing.

TV & Video marketing is a new game now as Fjord’s Olof Schybergson explained to the audience of the iStrategy event held in London from 5th – 6th October 2010. The old industrial style of marketing no longer works in the digital world, where people expect real benefits rather than empty messages, a two-way dialogue, and instant interaction. The overall landscape for TV is changing, with more content and more ways to view it. Viewers also have more control over the content – the way they want to view it and when. About 40% of people already time shift their content on a daily basis, and about 25% view internet based TV/video daily. As the perception of television narrows down to only ‘live’ content being considered as ‘TV’, advertisers should consider new, more creative ways to reach their audience – for example online video, branded entertainment, product placements or ads that become a conversation. The ultimate goal is to think of the product of the service itself as the marketing platform, rather than create a solution first, and then try to market it using isolated campaigns. After Olof’s introductory presentation at iStrategy, the Fjord team ran a set of workshops exploring a number of topics in the digital TV marketing domain.