BBC's intl radio, online division launches marketing push in the US, Europe

MUMBAI: The BBC's international radio and online division has launched its biggest ever online marketing campaign for bbcnews.com.

The campaign titled News for a non-stop world is aimed at promoting the online news site to millions of consumers in Western Europe and the US.

 

The campaign targets a newly identified audience, the "inquisitives" who are mainly grabbing short bursts of time from their bosses by going online at work, and deploys innovative approaches to creative and media, including relationships with messenger services and RSS feeds direct from the BBC's news site.

It will run for six months and has been delivered by the online marketing agency, Agency Republic. BBC World Service marketing controller Alan Booth, says, "Research we commissioned into online news users reveals that aimless surfing is a thing of the past. People go online for a purpose – they are inquisitive to find information, learn about the latest news or catch up on a story. They are grabbing time at work.

"In some ways people access online news sites instead of having a cigarette. And this must be much healthier. And they are accessing specific sites and portals because they know exactly what it is they want to see. bbcnews.com already attracts over 50 per cent of its international audience from the US. We also get significant traffic from Western Europe.

"In both markets there is a demonstrable demand for international news; an alternative and additional perspective on world events - in addition to that provided by local suppliers. We also have a proven track record of winning new audiences for bbcnews.com. Our earlier online marketing campaigns have driven in excess of 17 million visits from the advertising to the site and I am confident that News for a non-stop world, with its emphasis on inquisitives and its innovative creative, is a powerful and effective campaign."

 

 

One of the campaign's tactics is to use Interactive live Really Simple Syndication (RSS) feeds from the BBC news sites. These have been integrated into creative messaging. It includes content within the viewers' regular surfing environment. Time-specific media targeting increases campaign efficiency by reaching viewers during mid-morning and lunchtime periods at work.

bbcnews.com headlines will be built into both MSN Messenger and ICQ instant messaging service infrastructure, including dynamic desktop alerts.

The MSN Messenger and the ICQ alerts will be tailored broadcast alerts, enabling users to sign up to a world news feed. The MSN Messenger alert service will run in Denmark, Finland, Germany, the Netherlands, Norway and Sweden, and will be additionally promoted on the MSN network in these markets. The ICQ alerts will be available to the US audience, and will be promoted on ICQ inventory in this market as well.

 

 

In the event of a major international news story breaking, the campaign has been designed to up-weight its advertising. Agency Republic has created a 'News Flash Module' which enables the BBC to instantly update rich media overlay and standard banner advertising creative with bespoke messaging and imagery by utilising integrated Atlas Rich Media.

In addition, the agency has brought together the leaders in ad-serving technology and web-metrics – Atlas and Neilsen – to deliver the world's first definitive online campaign measurement solution.

Due to hundreds of new dynamic bbcnews.com pages generated every day, bbcnews.com required site-side analysis to interrogate the volume of Atlas conversion data, and integrating the Atlas and Nielsen platforms resolves this problem. By integrating Atlas and Neilsen methodologies, the BBC and the agency also solve the industry-wide debate over allocation of post-impression conversions to online campaigns.

The new measurement platform will be able to prove the proportion of site visits driven by the campaign from new unique users rather than existing users of bbcnews.com.

BBC business director at Agency Republic Gavin Marshall said: "This is by far the most innovative campaign that we have ever run for the bbcnews.com site. The rich interactivity of the creative, the innovation in media and partnerships and the definitive measurement solution will make sure that this campaign sets a new global standard in effective online advertising."

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