BBC Worldwide

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BBC Worldwide
Entertaining the World, Bringing Value to the BBC
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BBC.com
Commercialising Content Propositions
Kym Niblock MD, BBC.com, BBC Worldwide
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2006/2007 profits of 111m on revenues of 810m
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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 dont 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

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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 BBCs 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 BBCs position and global
  reputation.

Internet World Stats, Dec ember 2007 Comscore,
Q4 2007
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BBC.com

• The ad-funded, international expression of
  bbc.co.uk
• Leveraging bbc.co.uks 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

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Advertising Principles Editorial Safeguards
The following principles were developed for the
site. Advertising should
Engage not interrupt
Not take control away from users
Not trivialise the output
Not give the user the impression that a story is
there to create an advertising opportunity
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BBC.co.uk BBC.com templates
bbc.co.uk
BBC.com
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BBC.com site layout

• BBC News
• News from around the world and more
• Regional world news
• Business
• Health
• Science Nature
• Technology
• Entertainment

Ad Formats Leaderboard, Skyscraper, Banner and
Nav Button
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BBC.com site layout

• BBC Homepage
• Gateway to the BBC on the internet
• Customisable by topic, colours location
• Moveable widgets
• News
• Sport
• Weather
• Business
• Entertainment
• Radio

Ad Formats Leaderboard MPU
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BBC Video News on Demand
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
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The Mall vision for the future
The Mall Vision for the Future
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Challenges

• Competitive set

• 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

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Future

• Personalisation and localisation
• Video
• Relevancy tools
• Full complement of advertising opportunities
• Event based sales
• Innovative ad formats
• Cross platform sales

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Thank You Kym.Niblock_at_bbc.com