Habari Digital Media Symposium

1. What’s new, for us and for you
Tom Bowman
VP, Strategy & Operations
March 2009

2. Contents
• The World is Changing
Technology moves faster than ever
Some things to watch for
• BBC.com – A Progress Report
A note on us
Since our .com commercial launch
Content, Audience, Technology
Mobile
• Right Here, Right Now
For you

3. The world is changing.

4. Yesterday’s market leaders are failing.

5. And the US centric global view is out of date.

6. ‘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.’

7. Moore’s Law remains Key
Intel co-founder Gordon Moore: the number of transistors
on a circuit board doubles every two years
• 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!
7

8. Look what is in the pipeline
HP announces Flexible Screens on the horizon
Jan 09 Wired
8

9. Look what is in the pipeline
Computers that can see
• Number plate spotting
• Collision prevention
• Quality control
• Ad Targeting
• Age recognition
March 09 The Economist
9

10. Look what is in the pipeline
Wireless Charging
• Electromagnetic Induction
March 09 The Economist
10

11. Ad Trends to Watch: Mobile
Applications
Location based Apps
• Trapster
•iNap
Operating Systems
• Cab4Me
• Shopsavvy
• Google Earth
Devices
• Locale
Networks
App Stores
• Apple
• Nokia
• Google
2009
• Blackberry
• WiMax starts to arrive
• Microsoft
• Netbooks and Smart phones 11

12. Ad Trends to Watch: Mobile
African Mobile Factbook 2007
12

13. Ad Trends to Watch: Mobile
African Mobile Factbook 2007
13

14. Marketing Innovation too
Bizcommunity.com March 09
14

15. Ad Trends to Watch: Online Video
15

16. There has never been a greater need
There has never been a greater need for a
for a fiercely independent voice in
fiercely independent voice in world news.
world news.
BBC.com has won numerous accolades, has
Agenda
over 3 million pages of content and attracts
over 30 million of the most influential decision
Challenging the status quo
makers in the market
Challenging the world.
This traditionaudience over to mobile and
Our challenger
carries
Our responsive environment
increasingly it includes video
Creating global media properties for clients

18. BBC.com
A Progress Report
18

19. Run Video
19

20. BBC Worldwide – this is what we do
Magazines
Sales &
Distribution
Home
Entertainment
Global
Brands
Channels
Digital
Media Content &
Production

21. What is BBC.com?
BBC.co.uk BBC.com

22. New Content

23. New - Localisation / Personalisation

24. BBC.com – Breadth of Coverage

25. Online Video Ads – now business as usual
25

26. Some Good Business Done
26

27. Banners supported the campaign

28. We rank highly in external audience studies
Affluent
Influential
Travellers
Technological
Investors
Digital
Active
News
Concerned
Cultured
Environmental
Quirky
Nielsen @Plan, EMS Digital etc

29. BBC.com Audience
6. 1.
Mild Worldly
Mainstreamers Wise
2.
5.
Open
Family Optimists
Focussed
3.
4. Curious
Cultured Connecteds
Contenteds
Source: The futures company

30. BBC.com Audience
1.
6.
Worldly
Mild
Wise
Mainstreamers
2.
5.
Open
Family Optimists
Focussed
3.
4. Curious
Connecteds
Cultured
Contenteds
Source: The futures company

31. 1. Worldly Wise
Older, successful and wealthy.
Liberal, engaged, opinion
formers, they are competitive
intellectuals who are into
news, current affairs & politics

32. 2. Curious Connecteds
Young, tech savvy and ambitious,
they are interested in travel and
what’s going on in the world

33. 4. Cultured Contenteds
Materially satisfied individuals
who are interested in science &
technology, environmental issues

34. BBC.mobi
Reaching the BBC audience on the move

35. Where were you?
35

36. Our Mobile site is 10 years old
Our Commercial Operation is 10 days old
36

37. Mobile serves many needs
Quick Fix
On the Go
Short and succinct news hit
News Fix
Provision of content when not
Ability to keep up with latest near alternative news sources
events
Feel in the know and in
touch with the world
Role of mobile
news services
Time Filler Catch Up
Making use of spare time Catch up on latest news headlines,
results and weather
Detail
Compliment
Pick and chose topics and read some
Additional source from a trusted
in depth
provider- part of the repertoire
accessed through the week

38. BBC Mobile attracts highly loyal users
% of sessions which logged on directly to BBC
Mobile site vs % of users who came through a
referrer
The majority of
84%
Direct entry
users of BBC Mobile
came to the site
directly - either
through it being
Referral
15%
book marked,
entry
accessed directly or
set as a homepage/
Search
1%
engine entry
Source Omniture December 2008 Global ex UK

39. Audiences receptive to mobile advertising
% of media consumers who agree
35
“I’m tempted to buy products I’ve seen advertised”
30
25
TV
ia
a
io
es
s
et
or
er
em
ad
ed
rn
do
in
ap
te
az
R
in
m
ut
sp
In
C
ag
O
ile
ew
M
ob
N
M
Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)

40. BBC Mobile Content
•
• Sport
BBC Mobile Homepage
• Top Stories
• Football
• News
• Cricket
• Top Stories
• Rugby Union
• Business
• Rugby League
• Politics
• Tennis
• Health
• Golf
• Education
• Motorsport
• Science & Environment
• Athletics
• Technology
• Snooker
• Entertainment
• Horseracing
• Cycling
• Weather*
• Boxing
*Launch date TBC

41. XHTML formats:
Homepage News Sport Weather*
*Weather to be commercialised at later date

42. Right Here, Right Now
Opportunities
42

43. Content Sponsorship – Homepage Example
Ad Buyout
In Association
branding

44. Creative ad format examples:
Expandable MPU
Selection of videos to view
Wallpaper to download
N.B Content dependent on rights

45. Creative ad format examples:
Interaction within
ad format
Video content
N.B Content dependent on rights Widget

46. The Lions Tour
30th May – 4th July 2009

47. Countdown to The Lions Tour
BBC 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

48. 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

49. Mock Ups
Leaderboard
MPU

50. Match schedule
• 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

51. tom.bowman@bbc.com