3. 3
“This isn’t simply about running a TV channel
and website together. This is about the BBC’s
commitment to delivering the world’s best
quality international journalism, in text and in
video, in an integrated way to all the screens
our audiences use”
Jim Egan – GNL COO
4. 4
With Global News Limited, BBC.com is part of
the largest global news network with over
56m unique visitors across 38 countries in 33
languages, it is in its own right one of the top
online news sites in the world.
We reach 230m people every week
The creation of GNL had specific goals of
increasing breadth and localisation of content
extending reach across all digital platforms
maximising great video content online
driving multi-channel social engagement
DFP enables greater tracking and targeting and has allowed for the
introduction of new interactive ad formats.
New ad server launched in May
Extensive work to improve accessibility via search engines through
re-publishing all pages as .com as well as .co.uk
Project Igor under way
Move towards responsive design Increasing the
reach and accessibility of BBC.com across all
channels by
re-launching the site with a fully responsive
design (including optimised video player)
New responsive ad formats
BBC.com is part of the largest global news networkBBC.com is part of the largest global news network
5. 5
inspiring, impartial content designed to
inform, educate and entertain
From award-winning coverage of News and Sport, to
the latest Weather, to inspiration and innovation in
Travel, Future, Autos, Culture and Capital
bbc.com offers
benefits the advertisers with…
UPMARKET
AUDIENCE
BRAND
ASSOCIATION
RICHER
DIALOGUE
GLOBAL
REACH
CONNECT
ANYTIME,
ANYWHERE
DEEPER
ENGAGEMENT
6. 6
Quotes – from sales reps
“I’d like greater visibility of what’s coming up to fuel
my team” Richie Kelly, Ireland
“I want to understand what’s coming up to prepare
better” Elia Blei, Italy
“I need to be able to articulate the premium that the BBC
delivers for clients” Wayne Bischoff, South Africa
7. NEWS SPORT
FEATURE
S
VIDEO
MOBILE
Product Area Showcase – managers
Ana Bakalinova
News Product Manager
Chris White
Sports Product Manager
Thiago Meister
Online Product Manager
Chris Lunn
Video Product Manager
Helen Thompson
Mobile Product Manager
CONTENT
CAPABILITY
bbc.com
8. Worldwide
“We will be reaching any audience with
the right experience for their device”
Ana Bakalinova, News Product Manager
NEW
S
12. SPOR
T
“Sport quote goes along
here like this, probably
over four lines exactly
as you see here.”
Chris White, Sports Product Manager
13. SPOR
T
Insights: a sticky audience
Sports stats provider switch
to will help drive more
engaging content and extend the
life of sports stories
"Once running a text commentary became established behaviour at
BBC Sport online, between 5-10% of the audience would habitually
tune in up to five hours before kick-off. This builds steadily towards
kick-off, peaks during the match and tails off after the final whistle,
although there's an increasing appetite for post-match discussion for
an hour or so.”
Jonathan Stevenson, former BBC Sport commentator
Sports correspondent and
Sports live pages updated
with responsive design to
enhance mobile content
LIVE by 2013 Q3
n Extended stay
n Multiple visits
n Repeated behaviour
14. SPOR
T
Get set for 2014
As well as three marquee global events in the Winter Olympics, World
Cup and Commonwealth Games, Sport are also pushing the overall
breadth of content further to create fresh and compelling commercial
opportunities
n Sport section of mobile site
n Sport app
(330k downloads already)
n Video roll out to mobile
with full rights management
capability
LIVE by 2013 Q3
16. New drivers for sales FEATUR
ES
“Features quote goes
along here like this,
probably over four lines
exactly as you see here.”
Thiago Meister, Online Product Manager
17. Insights / New in
A year of growth has seen the features section more than double in
size with the addition of Autos, Culture & Capital sections, bring more
of the BBC’s great content to the world and supporting a deeper
engagement with the site.
FEATUR
ES
n Launch of Autos, Culture &
Capital feature sections to
add depth to the engagement
in existing markets and target
new markets
n New feature sections
optimised for .mobi
n All feature sections to be
launched within the BBC
News mobile app Q3 2013
LIVE by 2013 Q3
18. 18
FEATUR
ES
BBC Wellbeing – Lifestyle content specifically around healthy living
BBC Britain – Horizontal Aggregation of existing content centred around
British culture (example of ad opportunity driving feature sections as this was
requested from opportunities)
New sections to be integrated
BBC Earth – taking existing content from shows (e.g. walking
with dinosaurs, mysteries of the universe, etc) – new venue in
Japan being built specifically around this content – Orbi? With
things like a virtual aquarium based on BBC footage)
20. VIDE
O
Meeting increased demand
“Video is key to driving
deeper engagement for
the BBC and a big
opportunity for
advertising.”
Chris Lunn, Video Product Manager
21. 21
It is estimated that by 2016
55% of all consumer
internet traffic will be video,
with advertising spend against these set
to represent more than one-third of all
online spend (an estimated potential
market of $54bn)
Mobile &
tablet
consumption
grew by more than 19%
in 2013 Q1
Completion rates for online
videos are increasing, 69%
short form, 98% long form
Consumers are 75%
more engaged with
brands when online ads
can be skipped and 50% less likely
to abandon content and sites when
they have choice
Spend on online advertising is
expected to increase in the
next 12 months at the expense
of budgets previously reserved for
traditional TV. A recent survey of industry
experts found that 73% expected to
increase their video ad spend in in the
next 12 months, with 50% expecting to do
so by decreasing their TV spend
Only 10% of
all BBC visitors
view video. Of
these 61% view only 1,
with 4.7% viewing 10+,
our aim is to shift this
balance…
VIDE
O
Trends & talking points
Mobile video ads that include social media buttons drive 36% higher engagement
22. 22
VIDE
O
Increased the reach of video by re-launching the video pages with a responsive design for better accessibility on all
devices (related videos, duration marker & more content).
Improved related links between video’s to increase viewer engagement
Video pre-roll being rolled out across all platforms
Support for tracking hotspots now available to enable user interaction
Skip function now available for all pre-roll ads
Continuous play features now available to improve dwell time increase views
Growing investment in online only video content increasing overall video inventory
Continuing support for other video platforms with rollout of Connected TV news app to Sony, Panasonic & LG
So, what’s New?
23. 23
VIDE
O
Further growth in inventory, more quality video to sell… Expected growth of #% by 2014.
Increased reach and relevance will increase audience by an estimated ?? – 10% increase in site visitors viewing video
online will mean an additional 5.6m video views…
Engagement will be improved by providing user choice and greater interactivity, creating campaign impact faster…
Key opportunities
24. 24
MOBIL
E
“Nice image and a
relevant quote goes
here over as many
lines as you like.”
Helen Thompson,
Mobile Product
Manager
26. MOBIL
E
So, what’s new?
New responsive design sites live covering; BBC.com Homepage, News, Sport sites as well as a number of specific
pages including video and correspondent pages, bringing with it new advertising opportunities
New ad server delivering greater targeting capabilities for device, operating system & browser as well as
geographical and support for improved interactivity
v3 News app due Spring 2014 to include support for pre-roll on video, full screen interstitial and new MPU ad
units
30. Players’ profiles and
highlight reels are featured
across the BBC’s
multilingual output.
Supporters across the
continent are encouraged to
vote online and via SMS.
The voting sparks debate on message boards across the
continent and drives both traffic and revenue to the BBC.
There were a record number of voters in 2012, 40 per cent of
whom selected Zambia’s Christopher Katongo.
Established in 1991, the award encourages
millions of African football fans to have their
say every December. The nominees are
published online and broadcast by
the BBC in languages including
Kirundi, Kinyarwanda and Swahili.
SPOR
T
Showcase – driving engagement
31. 31
3 key trends in digital advertising
Growth of programmatic
buying and real-time ad
exchanges is shifting the
structure of the digital market
Surge in video & mobile means
publishers are under pressure
to ensure quality &
accessibility of content across
multiple devices
Adoption of Native advertising
as a core campaign channel
BBC.com is ranked as one of the leading premium
content providers. Recent studies showed that 61%
of brands believe premium content providers achieve
the best media for brand quality & association
As one of the first international news sites to move to
a responsive design BBC.com have recognised and
reacted to the need to offer quality content that works
first time across all devices
Native advertising is already available within all the
Features section of BBC.com, is coming to Sport and
will soon be available on News
32. 32
Ways to promote
AD FORMATS slide to follow
Q. Which formats do you think are underperforming?
DFP ad serverKey benefits for sales/reps:More granular reporting and targetingCampaigns live globally within minutes rather than hoursGreater historical data (months rather than days) to improve inventory estimations and campaign planningRunning grouped video ads in pods (ad breaks effectively)Support for responsive ad formats to automatically adjust enabling greater interactivity
