The document discusses the BBC's global reach and influence through its various platforms including BBC World News, bbc.com, mobile apps, and social media. It notes that BBC World News reaches over 380 million households globally and bbc.com reaches 58 million unique users every month. The document then discusses the BBC audience in more detail, noting that they are influential international travelers who take multiple trips abroad each year and have high spending levels. It positions the BBC as being able to help advertisers effectively reach this global and affluent audience through trusted storytelling across its various channels and platforms.

1. Living the
Story
DANA POTOČKOVÁ

2. •Source: 1 GNL distribution report FT + PT HHs January 2014, 2 Omniture Discover, Q4 2013
monthly average (Oct-Dec 2013), 3 excludes UK. 4Omniture Discover, Q4 2013 monthly
average (Oct-Dec), 5 Android and iOS apps combined (Android play and itunes library data)
We have a
global reach
Australasia
4 million
4 million
Asia Pacific
104 million
11 million
Middle East
25 million
2 million
Africa
9 million
2 million
The
Americas
129 million
26 million
Europe
117 million
14 million3
BBC World News
reaches over 380 million
households globally1
bbc.com
reaches 58 million unique
users every month2
BBC.com/Mobile
26 million unique users per month4
Mobile apps
20 million downloads to date5

3. 3
reaches
380mhouseholds
76mUBs a month
have taken
a holiday in
the
past year
86%
expect to take a
holiday in the
next two years
100
%
Source: Omniture discover Q1 2014 monthly average Jan – Mar
BBC Global Minds Travel Survey 2013

4. 4
…of big spenders,
international travellers
and opinion leaders
45
60%
28%
56%
106
%€49,828
32%
34
%
AVERAGE YEARLY
PERSONAL INCOME
LIVED,
WORKED
OR
STUDIED
ABROAD
MORE LIKELY
THAN
AVERAGE TO
BE A
BUSINESS
DECISION
MAKER
AVERAGE
AGE
MORE LIKELY THAN
AVERAGE TO BE
AN INFLUENTIAL
OPINION LEADER
MORE LIKELY THAN
AVERAGE TO BE C SUITE
MORE LIKELY THAN AVERAGE TO HAVE
TAKEN 11+ TRIPS ABROAD IN PAST
YEAR
UNIVERSITY/
POSTGRAD
DEGREE
Source: GEMS 2012

5. 1. The
environment
- TRUST

6. Trust me…I know
what I’m talking about
Future Foundation/BBC Word of Mouth Research, 2010
59%of people listen to the advice
and knowledge of their closest
peers and colleagues because
they are people they trust

7. 3 in 4 people would travel to an
unknown destination if it was
recommended by a trusted source.
Source: BBC Global Travel Survey, March 2012.

8. Trust us to the
ends of the earth
77%of people would travel to
an unknown destination if
it was recommended by a
trusted source
Source: BBC Global Minds Travel Survey 2011. Sample size 1,645

9. The BBC is the world’s most trusted
and high quality international news
organisation.

10. 11
Sources: 1blog.newswhip.com Dec 20142Comscore October 2013 ex. UK
3connecting the story InSites consulting 2013 sample 9000 4 Ledbury
research 2014 HNWI sample size 270
TRUST AND INFLUENCE
bbc.com offers the most trusted news source4 and access to a
hard-to-reach unduplicated audience who are happy to amplify
bbc.com content through social media channels
81%
don’t use
another news
website2
BBC rated higher than any other
international news organisation by HNWI
for measures of brand integrity and
stature4
50%more likely
toshare news stories3
publisher
on
Twitter1

11. Trusted media
Source: Media Brand Values 2011
BBC World News is more trusted in than any other channel and the
same applies to BBC.com compared to the competition
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% of viewers who agree each
channel is trustworthy
0%
10%
20%
30%
40%
50%
60%
% of users who agree each website
is trustworthy

12. Germany was rated as more upmarket and desirable as
a travel destination if advertised on BBC.com
Source: The Travel Test, CINT March 2012,
All Respondents = 1908 (France + India + US
Based on those rating top 2 out of 5
BBC positively impacts purchase
consideration for travel advertisers
% of people who agree that the
ad makes me want to visit
Germany?
BBC.com 62%
Lonelyplanet.com 51%
NYTimes.com 48%
CNN.com 43%
Tripadvisor.com 46%

13. The environment in which a brand
message is placed is just as
important as what it contains.

14. 1I. Storytelling
- Make people engaged

15. 20
We bring our
stories to life…
…from the frontline to
the World’s Newsroom –
our new home for
international news

16. BBC WORLD
NEWS AND
BBC.COM
LIVE THE STORY
With journalists in more
places than any other
international news
broadcaster, we don’t just go
where the stories happen,
we’re already there.
From local knowledge to a
global perspective, the BBC
uncovers the connections
behind the stories.

17. Live the Story – Trade Press Ad Examples
Financial Times, March 14th, Lyse print
ad
Business Standard, March 26th, full
page Lyse print ad

18. 24
A BBC ADVERTISING CASE STUDY
BBC Advertising helps
Emirates take off as a
lifestyle brand

19. 25
STRATEGY
Emirates wanted to re-launch its brand and communicate its
new Hello Tomorrow positioning. Its aim was to be
perceived not just as an airline but also as a lifestyle choice,
and to ensure that more people than ever would decide to
fly Emirates.
Emirates’ target audience are frequent international
travellers who often spend time living and working
overseas. What makes them really different is their desire to
connect, embrace and immerse themselves in new cultures
and ‘cultured’ experiences. They call them ‘Globalistas’.
CASE STUDY | Emirates

20. 26
EXECUTION
• 7 x 22 minute sponsored programmes on BBC World
News
• 7 x 1” sponsored vignettes
• Branded programme trails
• Collaboration Culture section on bbc.com
• Emirates ad campaign across BBC World News and
bbc.com, bbc.com/travel
• Marketing and PR
• Print advertising in global Financial Times
• Client event in Dubai
• Social media
CASE STUDY | Emirates

21. 27

22. 28
23mviewers on
BBC World News
77
%surveyed were more
likely to fly
Emirates on their
next flight
“BBC Advertising provided us
with the perfect sponsorship
opportunity to meet our objectives
and position Emirates as a
lifestyle brand in the minds of our
target audience.”
MARK WEAVER, MEDIA MANAGER, EMIRATES
23mimpressions online

23. III. Multiplatform
- Channels combinations
- Getting out from classical ads
boxes

24. 30
INSPIRATIONAL CONTENT THAT
INFLUENCES TRAVEL PLANNING
think
bbc.com/travel
is useful2
found BBC
travel
programmes
useful in
planning last
holiday1
found BBC
news coverage
useful in
planning last
holiday1
found BBC
cultural
programmes
useful in planning
last holiday1
95% 73% 62% 49%
Source: BBC Global Minds Travel Survey 2013
BBC Global Minds Travel Survey 2013. Site visitors (204) Very or fairly useful

25. Media travel planning stages
22%
5%
2%
TV
Holiday ideas/ destinations
Researching chosen destination
Looking for flights/ accommodation
64%
84%
88%
Desktop/Laptop
TV is most influential (relatively) in the idea generating
process while online is influential throughout the whole process
through to booking
Source: BBC Global Minds Travel Survey 2012. Sample size 1,456

26. Holiday planning
0% 20% 40% 60% 80%
Social network…
Online adverts
TV adverts
Newspaper…
Travel…
Search engines
Travel websites
5%
4%
3%
4%
14%
37%
34%
18%
16%
15%
21%
39%
35%
38%
Which of the following were most useful when planning
your last holiday?
Agree
strongly
Source: BBC Global Minds Travel Survey 2012. Sample size 1,456

27. 35
FEATURE SITES
Giving a deeper experience,
that complements and
extends the reach of
bbc.com

28. Croatian National Tourist Board
A BBC ADVERTISING CASE STUDY
ALONGSIDE THE WORLD’S FINEST
NATURAL HISTORY CONTENT
PROMOTING CROATIA

29. BBC.COM
Sponsorship and advertising
buyout for the high profile launch
of bbc.com/earth.
• 100% SOV of ad formats on
BBC Earth (leaderboard, half-
page, MPU, pre-roll,
sponsorship button)
• ‘in association with’ sponsor
accreditation across BBC
Earth
• promotional modules driving
traffic to BBC Earth from
elsewhere on bbc.com and
BBC World News
• advertising around BBC Earth
related content on BBC Travel
and BBC Future

31. BBCGOODFOOD.COM
Display and mobile advertising
across the site in Europe,
including the UK

32. TOPGEAR.COM
Display, video and mobile
advertising across the site in
Europe, including the UK

33. THE CAMPAIGN INCREASED
POSITIVE OPINION OF
CROATIA
93%of bbc.com users who
saw the campaign said
that they were likely to
take active steps
towards visiting the
country.
Source: Post-campaignresearch,Dres Consulting, 9-21 December2014 (729 adults 18-65 in Germany, France and Sweden who travel abroad for leisure at
least twice a year and use the internet to help plan their holidays).

35. A CAMPAIGN WITH CLEAR
BENEFITS FOR CROATIA
Source: Post-campaignresearch,Dres Consulting, 9-21 December2014 (729 adults 18-65 in Germany, France and Sweden who travel abroad for leisure at
least twice a year and use the internet to help plan their holidays).
163
%
Those that recognised the
campaign were
more likely to visit Croatia
in the next 12 months -
the highest of any
neighbouring countries

36. 1II. Creativity
- video, stories

37. 45
ADVERTISER SOLUTIONS
Advertisement feature
Custom solutions for content integration
Sponsorship
Aligns brands with content through buyout and sponsorship
Display ads
A vast range of impactful, rich media ad
formats supporting expandable and
interactive creative
Bespoke microsite
Allows clients a space to make their brand shine
Click on buttons for examples

38. BBC TRAVEL
Destination | Poland
Leaderboard and MPU,
feature buyouts:
• Forgotten landscapes
outside Krakow
• Marilyn Monroe’s new
Polish home
• Skiing peaks with a papal
blessing
• A dark and fantastical
Polish land

39. IV. Targeting
- Know what you really want

40. 48
WANT SOMETHING NEW?
Source: BBC Global Minds Travel Survey 2013 (546)
What are you looking for in your next foreign holiday?
50%
39%
39%
36%
29% 12%

41. 49
WIDE RANGE OF HOLIDAYS
Source: BBC Global Minds Travel Survey 2013 (546)
Which of the following holiday types are you likely to
consider in the next two years?

42. Holiday activities
Sail in a luxury yacht
Play golf
Ski or snowboard
Shop in a luxury boutique
Spend time in a luxury spa
Other
Stay in a 4-5 star hotel
Dine in a fine restaurant
6%
7%
12%
14%
17%
18%
48%
62%
In the next two years how likely are you to do the
following when away on holiday?
Source: BBC Global Minds Travel Survey 2012. Sample size 1,382
-9%
YoY
-6%
-8%
-9%
+2%
-5%
-4%
-22%

43. Holiday preference
None of these
Chance to treat myself
Meeting new people
Adventure
Spending time with family/
partner/ friends
Relaxation
Experiencing a different culture
Discovering new things
2%
29%
30%
33%
52%
57%
64%
66%
What are you looking for next in a foreign holiday?
Next holiday
Source: BBC Global Minds Travel Survey 2012. Sample size 1,382

44. 52
Half spent over
$1500 per person
on their last
holiday
Over a third have taken
3+ leisure trips
are likely to stay in a
four or five star hotel
are likely to
dine in a
fine
restaurant
THE BBC AUDIENCE
One in four spent
over $2500
per person
in the last year
have taken
3+
business
trips
40%
55%
:Source: BBC Global Minds Travel Survey 2013
2EMS+CEMS 2014
Mobile users 4 xmore
likely than average to
havetaken 11+ business trips2

45. 53
BBC
The same trusted reputation for
impartiality and intelligence
+
Passionate, and
engaging storytelling, forging
an emotional connection with our
audience
+
World-leading creative solutions
and production capabilities
Access to a truly international,
loyal audience of affluent,
influential opinion leaders

46. 54
potockova@worldmedia.cz

47. 62
Appendix and artwork toolkit

48. 63
Example Display ads
A vast range of
impactful, rich media
ad formats
supporting
expandable and
interactive creative
Click to return

49. 64
Example Sponsorship
Click to return
Aligns brands with
content through
buyout and
sponsorship

50. 65
Example Advertisement Feature
Custom solutions for
content integration
Click to return

51. 66
Example Bespoke Microsite
Allows clients a
space to make
their brand shine
Click to return