BBC Worldwide Entertaining the World, Bringing Value to the BBC.
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Transcript of BBC Worldwide Entertaining the World, Bringing Value to the BBC.
BBC WorldwideEntertaining the World, Bringing Value to the BBC
BBC.com
Commercialising Content PropositionsKym NiblockMD, BBC.com, BBC Worldwide
BBC WorldwideWholly owned, commercial subsidiary of the BBC
No.1 UK-owned DVD/video distributor
UK’s No.1 international TV channel operator with 23 channel brands
UK’s No.1 audiobook producer
Europe’s No.1 TV exporter – 40,000 hr catalogue
UK’s No. 3 magazine publisher (60 titles)
UK’s largest global website – bbc.com
Key facts
2006/2007 – profits of £111m on revenues of £810m
BBC.com - Background• The majority of traffic to bbc.co.uk originates outside the UK, with some 29
million regular international users visiting the site each month.
• Unlike the UK license-fee payer, all the users outside of the UK who use the site don’t make any contribution to the costs of content or distribution. BBC.com seeks to monetise international traffic to make these visits self-funding. Any profits generated will be rolled back into the wider BBC.
• The decision to commercialise the international traffic has also been driven by the need to find a sustainable model which will enable BBCW to compete and prosper on the global digital stage
Context for BBC.com• The web currently reaches a global audience of 1.3
billion people*.
• To date, bbc.co.uk has been very successful in creating a leading News site for international audiences with 29M visitors**
• However BBC’s global leadership position in key genres is under threat on the web (e.g. from Yahoo news and CNN).
• BBC.com is necessary to respond to rapidly changing audience and competitive environments and to secure the BBC’s position and global reputation.
*Internet World Stats, Dec ember 2007**Comscore, Q4 2007
BBC.com• The ad-funded, international expression of bbc.co.uk
• Leveraging bbc.co.uk’s 29 million (non-licence fee paying) users outside of the UK
• Rigorous Geo-IP tracking to segment audience
• Stringent adherence to advertising and editorial guidelines
• Blue-chip client base
Engage not interrupt
Not trivialise the output
Not take control away from users
Not give the user the impression that a story is there to create an advertising opportunity
The following principles were developed for the site. Advertising should:
Advertising Principles & Editorial Safeguards
BBC.co.uk & BBC.com templates
bbc.co.uk
BBC.com
BBC.com site layout
BBC NewsNews from around the world and
more
• Regional & world news
• Business
• Health
• Science & Nature
• Technology
• Entertainment
Ad Formats: Leaderboard, Skyscraper, Banner and Nav Button
BBC.com site layout
BBC HomepageGateway to the BBC on the internet
Customisable by topic, colours & location
Moveable widgets:
• News
• Sport
• Weather
• Business
• Entertainment
• RadioAd Formats: Leaderboard & MPU
Video clips found either embedded into the relevant articles or on their own media asset page.
High quality Flash technology without the need for a separate video player.
Ad Formats: Leaderboard, Pre-roll video & companion banner
BBC Video: News on Demand
The Mall – vision for the future
BBC.com publishing & advertising platform
BBC.com homepage
User experience
Commercialisation
Rich media delivery
Portfolio-wide infrastructure
and processes
Device-independent presentation of content and advertisements
BB
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World
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Com
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Pu
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tUser
journeys to content
verticals of interest
Content gateway
OtherGood Food
Other
Science & Nature
Enabling technology
Top GearAudio & Music
All other Content
The Mall – Vision for the Future
Challenges• Competitive set:
Portals Aggregators News outletsOther broadcasters’
sitesMagazine & newspaper websites
• Public service journalism distributed in a commercial world
• Defining a video proposition as a global linear broadcaster
• Understanding global user base
• Advertising vs. subscription models
Future
• Personalisation and localisation
• Video
• Relevancy tools
• Full complement of advertising opportunities• Event based sales• Innovative ad formats
• Cross platform sales
Thank [email protected]
