TV & Video Marketing Strategies for the Digital Age

TV & video marketing is a new game now !
iStrategy, London, October 5th 2010
Olof Schybergson, CEO

Marketing is changing
…and where it should be heading

© Fjord 2010 | Confidential
Traditional marketing isn’t working
60% of people feel misled by advertising
66% of people feel bombarded by marketing messages

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

TV is changing
…and where it is heading

Epic digital leadership battles
1990’s
The desk
2000’s
The pocket
2010’s
The sofa
?

•  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

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

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

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

Clear results

Key camps in the living room land grab
‘Traditional’ TV leaders
Digital masters entering TV
Digital TV service innovators

Britain’s advertising spend
http://www.economist.com/node/15980859
TV and online are the most important marketing platforms.

Spending has resurged in aftermath of GFC
http://www.economist.com/node/17149050
Latest data shows strong growth in TV and online advertising.
Both are strong platforms to build on.

Some opportunities
Marketing initiatives beyond TV ads in
the new media landscape

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
http://randallbeard.wordpress.com/2010/04/05/linear-tv-vs-on-line-
video-advertising/

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. ”
http://www.theage.com.au/entertainment/tv-and-radio/masterchef-cooks-up-a-
sales-storm-20100722-10n0c.html

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.
http://en.wikipedia.org/wiki/The_Hire
Other examples:
Lady Gaga ‘Telephone’ video: 10 placements
in 9.5 minutes
Sex and the City

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.
http://www.youtube.com/watch?v=QChi_AOtSOo
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.
http://www.youtube.com/watch?v=0Cs95FmimP0
http://mumbrella.com.au/old-spice-best-use-of-social-media-yet-29742

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
http://www.nytimes.com/2007/10/14/business/media/14ad.html?
_r=1

Breakout sessions
Topics for discussion

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.

Brief 1 – new BA marketing strategy
Come up with a marketing strategy for
British Airways that embraces the new TV
landscape.

Brief 2 – ‘product’ as the marketing platform
Lovefilm.com 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?

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?

Thank you
www.fjordnet.com
olof@fjordnet.com

TV & Video Marketing Strategies for the Digital Age

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