Post on 25-May-2015
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“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
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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
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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
BRANDASSOCIATION
RICHER DIALOGUE
GLOBALREACH
CONNECTANYTIME,
ANYWHERE
DEEPERENGAGEMENT
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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
NEWS SPORT FEATURES
VIDEO
MOBILE
Product Area Showcase – managers
Ana BakalinovaNews Product Manager
Chris WhiteSports Product Manager
Thiago MeisterOnline Product Manager
Chris LunnVideo Product Manager
Helen ThompsonMobile Product Manager
CONTENT
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bbc.com
Worldwide
“We will be reaching any audience with the right experience for their device”
Ana Bakalinova, News Product Manager
NEWS
Trends and insightsNEWS
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New inNEWS
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BenefitsNEWS
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SPORT
“Sport quote goes along here like this, probably over four lines exactlyas you see here.” Chris White, Sports Product Manager
SPORT Insights: a sticky
audience
Sports stats provider switchto 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 stayn Multiple visits
n Repeated behaviour
SPORT 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 siten Sport app(330k downloads already)n Video roll out to mobile with full rights management capability
LIVE by 2013 Q3
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SPORT Benefits
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New drivers for sales FEATURES
“Features quote goes along here like this, probably over four lines exactly as you see here.”
Thiago Meister, Online Product Manager
Insights / New inA 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.
FEATURES
n Launch of Autos, Culture & Capital feature sections to add depth to the engagement in existing markets and target new marketsn New feature sections optimised for .mobin All feature sections to be launched within the BBC News mobile app Q3 2013
LIVE by 2013 Q3
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FEATURES
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)
BenefitsFEATURES
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VIDEO Meeting increased
demand“Video is key to driving deeper engagement for the BBC and a big opportunity for advertising.” Chris Lunn, Video Product Manager
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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…
VIDEO Trends & talking points
Mobile video ads that include social media buttons drive 36% higher engagement
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VIDEO
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?
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VIDEO
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
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MOBILE
“Nice image and a relevant quote goes here over as many lines as you like.”
Helen Thompson,Mobile Product
Manager
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MOBILE Trends & talking points
MOBILE 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
MOBILE Benefits
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NEWS
SPORT
FEATURES
VIDEO
MOBILE
SOCIAL
SEARCH
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TIMELINE
NEWS
SPORT
FEATURES
VIDEO
MOBILE
SOCIAL
SEARCH
2013 2014 2015
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FOCUS
Opportunity for showcase slides
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.
SPORT Showcase – driving engagement
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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
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Ways to promote
AD FORMATS slide to follow
Q. Which formats do you think are underperforming?
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Cross-product campaigns
slide to follow
Q. Which examples would you like to use?
TC A
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