Category: World Service; bbc.co.uk
Date: 26.09.2005
Printable version
The 大象传媒's international radio and online division launches its biggest ever online marketing campaign for bbcnews.com on Monday 26 September.
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News for a non-stop world promotes the online news site to millions of consumers in Western Europe and the United States.
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It 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 大象传媒's news site.
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It will run for six months and has been delivered by the online marketing agency, Agency Republic.
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Alan Booth, Controller of Marketing at the 大象传媒's international radio and online division, 大象传媒 World Service, explains: "Research we commissioned into online news users reveals that aimless surfing is a thing of the past.
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"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.
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"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.
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"bbcnews.com already attracts over 50 per cent of its international audience from the US. We also get significant traffic from Western Europe.
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"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.
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"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."
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News for a non-stop world includes a number of new initiatives:
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Interactive live RSS (Really Simple Syndication) feeds from the 大象传媒 news sites 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.
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bbcnews.com headlines will be built into both MSN Messenger and ICQ instant messaging service infrastructure, including dynamic desktop alerts.
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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.
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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 大象传媒 to instantly update rich media overlay and standard banner advertising creative with bespoke messaging and imagery by utilising integrated Atlas Rich Media.
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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.听
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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.
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By integrating Atlas and Neilsen methodologies, the 大象传媒 and the agency also solve the industry-wide debate over allocation of post-impression conversions to online campaigns.
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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.
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Gavin Marshall, 大象传媒 Business Director at Agency Republic, said: "This is by far the most innovative campaign that we have ever run for the bbcnews.com site.
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"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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Notes to Editors
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bbcnews.com is the 大象传媒's award-winning website featuring news and analysis with a special emphasis on a global news agenda. Deploying the resources of 大象传媒 News around the world, bbcnews.com also offers easier access to international coverage of sport, arts, science and technology. It uses video and audio extensively and offers access to the 大象传媒 World Service's site.
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大象传媒 World Service is an international radio and online broadcaster, delivering programmes and services in 43 languages. It uses multiple platforms to reach 149 million listeners globally, including SW, AM, FM, digital satellite and cable channels.
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It has more than 2,000 partner radio stations which take 大象传媒 content, and numerous partnerships supplying content to mobile phones. Its international online sites, which include audio and visual content and offer users opportunities to interact directly with world events, receive over 330 million page impressions a month.
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Agency Republic is a digital advertising agency with a unique combination of marketing experts and digital specialists. It has an industry-leading track record of using digital channels to deliver commercial success for demanding blue chip clients. It is currently Marketing magazine's Digital Agency of the Year - after coming runner-up in 2003 and winner in 2002.
