BBC Studios, the commercial arm of the BBC, has announced the global launch of a new-look BBC.com and BBC app. The updated platforms were rolled out to the Middle East last week.
The new website and app boast an updated design and navigation along with more premium and sustainable commercial offering with ad tech enhancements that unlock new opportunities for advertisers.
The BBC app, which replaces the International BBC News app, brings together content from across the BBC for the first time. It offers stories and videos across Business, Innovation, Culture, Travel and Earth, alongside News, Sport and live coverage.
Tara Maitra, Chief Commercial Officer, BBC Global Media & Streaming, BBC Studios, said: “These new digital products deliver an experience as premium as our news and storytelling and offers us the opportunity for future growth as we remain focused on finding new and innovative ways to make BBC content more easily accessible across the globe.”
According to the IAB, advertising in news creates a halo effect, with consumers more likely to consider making a purchase after being exposed to a brand’s advertisement within their preferred news sources.
Lori Suchcicki, SVP Advertising EMEA, BBC Studios, said: “We’re excited that our commercial partners will enjoy several enhancements that make it easier for brands to connect with the BBC.com audience, unlocking new partnership capabilities and opportunities for marketers.”
Marketers will also benefit from advanced targeting capabilities featuring more sophisticated audience intelligence, segmentation, and attribution that connects campaigns across web and app products, delivering enhanced measurable results for partners.
IAB findings show that 90 per cent of consumers have either a positive or neutral response to brands that advertise within news, while nearly half of consumers find brands that advertise in the news to be more customer-focused and engaging, more innovative, and relevant to them.
BBC.com re-launched in North America last December, along with the new BBC News FAST channel.
