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BBC: Building sales capability and strategy for video advertising

"Brilliant training and insights that transformed our team"

BBC WorldwideBBC News PlayerDigital Media Sales AcademyDigital strategy development
BBC - the world's largest news content brandThe new playerDigital Media Sales AcademyDigital strategy development

When the BBC began exploring the power of video delivery through the web, Digital's team were brought in as advisors on the commercial models for deployment. Long-term enthusiasts of online video programming, Digital's directors had worked with the BBC before, initially in Radio and then on the creation of BBC News 24, the rolling news network that would change the nature of news broadcasting in the UK. This time Digital's brief was to explore the structures and approaches for successful monetisation of video content and the advertising models that could deliver outside the UK. The solution was a blend of strategy and training with Digital Media Sales Academy programmes delivered around the world to boost the knowledge and skills of the whole global advertising sales teams, and a separate strand of strategy workshops for senior management and key stakeholders. Initial training waves took place in 2005, with the main global capability build following eighteen months later in the Spring and Summer of 2007.

The result? For the sales directors this was "brilliant training and insights that transformed our team" but for Digital's team the real pride was in watching one of the most successful video launches ever on the web.

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