BBC.com, the online extension of the BBC outside of the UK and run by BBC Worldwide, the commercial arm of the BBC, is set to conduct Digital Master Class, a series across the world aimed at giving a global learning back to the market. In India, the event will commence from October 26, 2009 in Delhi, followed by Bangalore (October 27) and Mumbai (October 28). The event has already been held in Singapore and Hong Kong.
The key industry leaders said to be joining in these three Indian metros include Vineet Durrani, Director - Brand and Marketing Strategy, Head - Digital Marketing at Microsoft (in Delhi); Lloyd Mathias, Chief Marketing Officer, Tata Teleservices Ltd (in Mumbai); and Aditya Nath Jha, Head of Global Brand and Communication, Infosys Technologies (in Bangalore).
In conversation with exchange4media, Tom Bowman, VP Strategy and Operations, Global Advertising Sales, BBC Worldwide, said, “We are running a series of events starting with Delhi, Bangalore and Mumbai. The aim is to talk to the advertisers in India about the opportunity to help mainstream Indian businesses focus on the opportunities of international revenues and how they could address the international markets and the value of brands and brand building in that arena. Many Indian businesses over the years have grown enormously from the global space and it’s a real opportunity for them to re-enforce that message and take their place at global stage.”
Although BBC.com is a 12-year old site, it only began trading commercial businesses for two years now, and since then it is said to have seen over 600 advertisers. Some of the active advertisers on BBC.com are government, luxury products, finance, technology and travel to name a few.
Speaking on the USP of BBC.com, Bowman highlighted, “The USP of BBC.com is that it has a discerning internationally minded audience, and that it is a serious website. Only 2 per cent of its traffic comes from search engine, the rest of the traffic is either links from other websites or those who directly come to the website every single day. In fact, 74 per cent of people who come to BBC.com outside of UK come directly to the website. The website has a very loyal audience, 80 per cent of these audiences come back to the site on daily basis and a very large per cent of them does not see news information on other websites.”
“I believe the best response one can get is when the advertisers come back to their site one way or the other, that’s how you find out whether your advertisers are happy or not, and more than 65 per cent of our advertisers have come back. We are particularly successful with government, luxury products, finance, technology and travel to name a few,” he added.
Like in any other countries, in India, too, an economic downturn helps advertisers and consumers to re-enhance their habits and think about new means of advertising. “The consumers use web a lot more than the advertisers do, and we are likely to see digital media in India become an increasingly strong component of overall advertising mix in 2010. Digital media is proving to be extremely good medium for advertising, especially because it is cost efficient medium. With an increasingly vast mobile expansion base, India has the opportunity of being the leader in mobile adverting area and the combination of both online and mobile advertising growth makes it exciting in India,” Bowman concluded.