Television

Over 60% of BBC APAC’s revenue is from native advertising: Alistair McEwan

The global native marketing industry to reach $402 bn by 2025.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/12/09/alistair_mcewan.jpg?itok=MG7XL4Pd

NEW DELHI: When native advertising had entered the marketing world, just a few years ago, many questions were raised regarding its feasibility for both advertisers and publishers. From people not trusting sponsored content to it diminishing the credibility of a news publication, doubts loomed large over its future. However, the much-maligned ad format has risen above all that, and how. Forecasts from BI Intelligence, IAB and eMarketer show that global native advertising has grown by 213 per cent in 2020 as compared to 2016. Another report by ADYOULIKE, a leading in-feed native advertising technology, indicates that it will further grow by 372 per cent from 2020 to 2025, reaching a total global value of $402 billion. 

In a recent virtual fireside chat with Indiantelevision.com founder, CEO, & editor-in-chief Anil Wanvari, BBC Global News SVP - commercial development for Asia & ANZ Alistair McEwan claimed that around 60-65 per cent of the organisation’s commercial revenue in the Asia Pacific region is driven by native advertising, which they’ve dubbed “commercial content marketing solutions.”

McEwan was speaking on day one of Indiantelevision.com’s virtual conference PubNation (digital & print), organised in partnership with Quintype Technologies and Gamezop. 

“We are either producing content directly with and for the brands, or we are commissioning advertiser-funded editorial programming. The sponsorships are thus a very significant amount of our output. But we create this content with the same editorial standards that we do for our other editorial outputs. And actually, that’s why we have seen this enormous growth in branded content,” he elaborated. 

McEwan, who had joined the conference from Sydney, added that he is seeing a massive growth coming from India too. 

He also highlighted that to tap the full potential of the Indian and global market, when it comes to native advertising, BBC has also put in place its in-house content agency called BBC Content. “We launched in India two years ago and we are now producing a lot of branded content for different organisations, both in public and private sectors.”

PubNation (print & digital) is a two-day-long virtual confluence of the leading publishers, advertisers, and agencies across India. Launched on 9 December 2020, it will dissect hot-button issues including advertising opportunities, the content that will define the future of publications, and technologies that will aid that. You can watch the event live on Indiantelevision.com and its social media handles. For more information, visit (https://www.indiantelevision.com/pubnation/index.html). 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/zeel.jpg?itok=H-3ComXk
ZEE Entertainment Board comes out in support of former directors Ashok Kurien & Manish Chokhani

The Board of Directors of ZEE Entertainment Enterprises Ltd (ZEEL) on Thursday came out in support of two of its former non-executive directors, Ashok Kurien and Manish Chokhani amid “allegations made by certain proxy advisory firms" against them.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/anil.jpg?itok=KW_iQjM7
Viacom18 appoints Anil Jayaraj as CEO, sports

Mumbai: Viacom18 on Thursday announced the appointment of Anil Jayaraj as CEO – sports. He will be leading the media company’s foray into acquisition, broadcasting, and monetisation of sports properties.  In his most recent role, Jayaraj was with Star Sports as executive vice president responsible...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/photogrid_plus_1631795219946.jpg?itok=GZRkOweW
Colors Tamil extends popular fiction shows to Sundays

Mumbai: Regional GEC Colors Tamil has extended its popular fiction shows to all seven days of the week. Beginning 19 September, viewers will be able to watch shows such as "Bommi BABL", "Idhayathai Thirudathey", "Abhi Tailor", and "Sillunu Oru Kaadhal" from Monday to Sunday at new time slots. The ...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/photogrid_plus_1631777781960.jpg?itok=b95bb89F
Zee Biskope announces new season of 'Kamariya Kare Hip Hop'

Mumbai: Dance is a form of self-expression, creativity, and representation. In that spirit, Dance Day is celebrated annually on the third Saturday of every September. With the intent of spreading the contagious fever of dance, Zee Biskope is set to bring the second season of its much-awaited...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/photogrid_plus_1631773460818.jpg?itok=34bDyPWo
HistoryTV18 to narrate story of Narendra Modi Stadium

Mumbai: HistoryTV18’s latest documentary "Modern Marvel: World’s Largest Cricket Stadium" premiering on the 17 September at 9 p.m, is the amazing story of building cricket’s largest arena on the historic Motera ground in Gujarat’s Ahmedabad.  The brand new Narendra Modi Stadium, inaugurated by the...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/stv.jpg?itok=XYgvlQwp
Sansad TV launched, PM Modi calls it a new chapter in India’s democratic system

Prime minister Narendra Modi on Wednesday launched Sansad TV, highlighting it as another important chapter in India's parliamentary system. The channel has been created by merging Lok Sabha TV and Rajya Sabha TV and will be led by retired IAS officer Ravi Capoor who was appointed as the chief...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/harsh-goenka.jpg?itok=PR1oVZVO
RPG group chairman Harsh Goenka supports Zee TV’s Punit Goenka

The media has been full of cacophonic noise about the boardroom battle that is going on at Zee Entertainment Enterprises. Some investor groups have lauded the initiative by two of the company’s two main investors

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/15/photogrid_plus_1631712395411.jpg?itok=JtI1gjoH
iTV Network onboards Anuraag Muskaan as news anchor

Mumbai: In a bid to bolster the coverage of primetime news, iTV Network has brought on board Anuraag Muskaan as host for its multi- format primetime news show "Jaagtey Raho". The show is slated to be broadcast on India News for 60 minutes and will be aired from Monday to Friday at 9 p.m.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/15/photogrid_plus_1631709346683.jpg?itok=N-qj-_wH
IPL 2021 set to welcome fans back to the stadiums

Mumbai: The Vivo Indian Premier League (IPL) 2021 resumes on 19 September with the five-time champions and current title holders Mumbai Indians taking on three-time IPL champions Chennai Super Kings at the Dubai International Cricket Stadium.  The spectators will be allowed back to the stadiums...

Television TV Channels Sports

Sign up for our Newsletter

subscribe for latest stories

* indicates required