How to make a global

website relevant for

international audiences

Chris DobsonExecutive Vice President Global Advertising Sales –

BBC Advertising

Localisation1.

Social Media2.

Personalisation3.

4. Platform Evolution

New Content5.

LANGUAGES

3270BUREAUX

7,255IN JOURNALISM

You can’t fake localisation, and you

never could

The BBC is the world’s largest news organisation

1. Localisation

Radio

Websites

WidgetsPodcasts

77 years old

1. Localisation

Funded by UK Government

Weekly audience of 180m

Global content for global citizens, but

tailored to locationUS edition UK edition

1. Localisation

2. Social Media

• 8 – 10,000

comments /

emails a day

• 200 – 300

images received

a day – can

increase to

65,000

2. Social Media

2. Social Media

BBC’s UK iPlayer

3. Personalisation

3. Personalisation

If you were going to design the TV news broadcast of the future,

USA Today on the BBC’s iPad app

The site from the British broadcaster is chock full of information.

where viewers pick the stories and watch them come to life,

this is it.

4. Platform Evolution

4. Platform Evolution

New Content: bbc.com/travel

5. New Content

Localisation1.

Social Media2.

Personalisation3.

4. Platform Evolution

New Content5.

Q&A

chris.dobson@bbc.com