Post on 18-Dec-2014
description
transcript
What’s new, for us and for you
Tom Bowman
VP, Strategy & Operations
March 2009
• The World is ChangingTechnology moves faster than everSome things to watch for
• BBC.com – A Progress ReportA note on usSince our .com commercial launchContent, Audience, TechnologyMobile
• Right Here, Right NowFor you
Contents
The world is changing.
Yesterday’s market leaders are failing.
And the US centric global view is out of date.
‘A few years ago I wouldn’t have even thought of using the internet for news never mind the mobile, now I’m using the mobile all the time.’
Moore’s Law remains KeyIntel co-founder Gordon Moore: the number of transistors
on a circuit board doubles every two years
7
• 1971 – 2,300 transistors on a CPU
• 2008 – 2,000,000,000 transistors on a CPU
• This impacts processing speed, memory capacity,
number of pixels in a digital camera, size of device – everything!
Look what is in the pipelineHP announces Flexible Screens on the horizon
8Jan 09 Wired
Look what is in the pipelineComputers that can see
9March 09 The Economist
• Number plate spotting
• Collision prevention
• Quality control
• Ad Targeting
• Age recognition
Look what is in the pipelineWireless Charging
10March 09 The Economist
• Electromagnetic Induction
Ad Trends to Watch: Mobile
11
Applications
Operating Systems
Devices
Networks
Location based Apps
• Trapster
•iNap
• Cab4Me
• Shopsavvy
• Google Earth
• Locale
App Stores
• Apple
• Nokia
• Blackberry
• Microsoft
2009
• WiMax starts to arrive
• Netbooks and Smart phones
Ad Trends to Watch: Mobile
12African Mobile Factbook 2007
Ad Trends to Watch: Mobile
13African Mobile Factbook 2007
Marketing Innovation too
14Bizcommunity.com March 09
Ad Trends to Watch: Online Video
15
There has never been a greater need
for a fiercely independent voice in
world news.
Agenda
Challenging the status quo
Challenging the market
Our challenger audience
Our responsive environment
Creating global media properties for clients
There has never been a greater need for a
fiercely independent voice in world news.
BBC.com has won numerous accolades, has
over 3 million pages of content and attracts
over 30 million of the most influential decision
makers in the world.
This tradition carries over to mobile and
increasingly it includes video
BBC.com
A Progress Report
18
Run Video
19
Sales &
Distribution
Home
Entertainment
Magazines
Channels
Content &
Production
Digital
Media
Global
Brands
BBC Worldwide – this is what we do
What is BBC.com?
BBC.co.uk BBC.com
New Content
New - Localisation / Personalisation
BBC.com – Breadth of Coverage
Online Video Ads – now business as usual
25
Some Good Business Done
26
Banners supported the campaign
Affluent
Influential
Travellers
Investors
Digital
Technological
News
Concerned
Environmental
Active
Cultured
Quirky
We rank highly in external audience studies
Nielsen @Plan, EMS Digital etc
1.
Worldly
Wise
2.
Open
Optimists
3.
Curious
Connecteds
4.
Cultured
Contenteds
5.
Family
Focussed
6.
Mild
Mainstreamers
BBC.com Audience
Source: The futures company
1.Worldly
Wise
3.Curious
Connecteds
4.Cultured
Contenteds
BBC.com Audience
2.
Open
Optimists
5.
Family
Focussed
6.
Mild
Mainstreamers
Source: The futures company
1. Worldly Wise
Older, successful and wealthy.
Liberal, engaged, opinion
formers, they are competitive
intellectuals who are into
news, current affairs & politics
2. Curious Connecteds
Young, tech savvy and ambitious,
they are interested in travel and
what’s going on in the world
4. Cultured Contenteds
Materially satisfied individuals
who are interested in science &
technology, environmental issues
BBC.mobiReaching the BBC audience on the move
Where were you?
35
Our Mobile site is 10 years oldOur Commercial Operation is 10 days old
36
Role of mobile news services
News Fix
Quick Fix
On the Go
Catch UpTime Filler
Compliment Detail
Ability to keep up with latest eventsFeel in the know and in touch with the world
Short and succinct news hit
Provision of content when not near alternative news sources
Catch up on latest news headlines, results and weather
Making use of spare time
Additional source from a trusted provider- part of the repertoire accessed through the week
Pick and chose topics and read some in depth
Mobile serves many needs
The majority of users of BBC Mobile came to the site directly - either through it being book marked, accessed directly or set as a homepage/
Source Omniture December 2008 Global ex UK
1%
15%
84%
Search engine entry
Referral entry
Direct entry
% of sessions which logged on directly to BBC Mobile site vs % of users who came through a
referrer
BBC Mobile attracts highly loyal users
“I’m tempted to buy products I’ve seen advertised”
25
30
35
Mob
ile m
edia
Mag
azin
es
Cin
ema
Inte
rnet
New
spap
ers
Rad
io TV
Out
door
% o
f m
ed
ia c
on
su
me
rs w
ho
ag
ree
Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)
Audiences receptive to mobile advertising
• BBC Mobile Homepage
• News
• Top Stories
• Business
• Politics
• Health
• Education
• Science & Environment
• Technology
• Entertainment
• Weather*
BBC Mobile Content
• Sport
• Top Stories
• Football
• Cricket
• Rugby Union
• Rugby League
• Tennis
• Golf
• Motorsport
• Athletics
• Snooker
• Horseracing
• Cycling
• Boxing
*Launch date TBC
XHTML formats: Homepage News Sport Weather*
*Weather to be commercialised at later date
Right Here, Right Now
Opportunities
42
Content Sponsorship – Homepage Example
Ad Buyout
In Association
branding
Creative ad format examples: Expandable MPU
N.B Content dependent on rights
Selection of videos to view
Wallpaper to download
Creative ad format examples:
Widget
Video content
Interaction within
ad format
N.B Content dependent on rights
The Lions Tour30th May – 4th July 2009
Countdown to The Lions TourBBC World News will create a Countdown Clock to the start of The Lions Tour.
It will countdown the days, hours and minutes to the start of each match.
A 15” spot specially created by BBC World News’ creative team incorporating the sponsor’s logo.
To maximise air time exposure the client can run an adjacent 30” spot
Scheduled for two weeks prior to the event, (5 per day)
70 x 15” countdown clocks
70 x adjacent 30” spots
Example creative: Hublot Countdown Clock to Euro 2008
Lions Tour Coverage on BBC.com
• BBC.com will have journalists reporting live from the tournament from the 10th June with background coverage starting on the 28th May.
• The tournament it will dominate the Rugby Union Index during this period with multimedia coverage.
• Coverage to include:
– Live text commentary of every game.
– Match previews and reports.
– Quotes from players and fans.
– Latest injury news.
– Photo galleries from the event.
– Comment from users on 606
– Blogs from journalists in South Africa*
– Laws, equipment & skills archive.
*TBC
Mock Ups
Leaderboard
MPU
• Match 1 30 May Highveld XV Royal Bafokeng Stadium, Rustenburg
• Match 2 3 June Golden Lions Coca-Cola Park, Johannesburg
• Match 3 6 June Free State Cheetahs Vodacom Park, Bloemfontein
• Match 4 10 June Natal Sharks ABSA Stadium, Durban
• Match 5 13 June Western Province Newlands, Cape Town
• Match 6 16 June Coastal XV Nelson Mandela Bay Stadium, Port Elizabeth
• Test Match 1 20 June First Test ABSA Stadium, Durban
• Match 7 23 June Emerging Springboks Newlands, Cape Town
• Test Match 2 27 June Second Test Loftus Versfeld, Pretoria
• Test Match 3 4 July Third Test Coca-Cola Park, Johannesburg
Match schedule
tom.bowman@bbc.com