FSW: What do you think will be the focus of online broadband marketing in the future?

Bjoern: Difficult question, but I'm sure we will see more of this in the future. There will be more integrated campaigns (on and offline) and more and more videos. But it's a fast changing field. Environments like Second Life are interesting. You never know what will be next, but I'm pretty sure that there will be amazing things in the future. It has just started...

FSW: Do you think there will be more demand for post production companies like Effekt-Etage specialized on interactive video based advertisement?

Bjoern: Since we also work on concepts, for instance for the navigation, we are more than just a traditional post production facility. We also do traditional post production for the TV market and since we are quite busy, there seems to be a need for us.

FSW: What do you think is the most common mistake agencies make when they use interactive video?

Bjoern: Even at some great online agencies there is sometimes a lack of knowledge when it comes to video. And the traditional departments consider websites to be 'just online'. You need a lot of knowledge of different fields to create a cool interactive Flash Video application.

FSW: Some marketers complain that the web shouldn't become another television channel. Do you think the web will replace the regular television soon and most of the content on the web will be TV like?

Bjoern: Well, like I've said, TV is still the standard for video and storytelling. I think the border between TV and Web will disappear. I mean, it's just a monitor you are looking at' it doesn't really matter how the picture is getting delivered. It's still entertaining to watch a movie without having the need to click and to get involved. But if you like the glasses the actor is wearing, it would be nice to be able to click and buy them right away. Is that Web or TV?

FSW: Thanks for taking the time for this interview.

Bjoern: My pleasure.

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