tom bowman bbc.com

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And the US centric global view is out of date.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

• Google

• 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