BBC Studios has today (29 March) revealed that its social team has launched a bespoke in-house global advertising sales function to supercharge revenue across its branded social media proposition.
Present across a wide range of platforms including YouTube and Snapchat, BBC Studios Social offers the market a hugely extensive global reach of 4.7 billion, alongside an internationally-renowned brand portfolio including BBC Earth, Doctor Who and Top Gear.
Marking a change in strategy, the sales offering will be the first time the broadcaster has proactively offered social-first branded entertainment opportunities to clients and advertisers.
The new sales team will be led by ex-Warner executives Gary Webber, group head of digital advertising, and Jasmin Islam, digital account director.
“It feels like the right time to take BBC Studios’ digital and social content to the next level. This new sales team will both enhance existing revenue streams and find partnerships with like-minded brands to create exciting and innovative social-first content which showcases the best of these world-class BBC brands,” Webber said.
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“We aim to become the UK’s number one broadcaster in the social space – reaching and engaging with millions of consumers both here and around the world.”
Jasmine Dawson, senior vice-president of digital consumer engagement will lead the BBC Studios Social team as it unites its content and commercial arms. She will also be tasked with driving the social growth strategy.
Dawson added: “We have built a diverse social portfolio with unrivalled global scale. Our eclectic content slate will entertain and engage our audiences across all social platforms with world-class, brand-safe channels for properties such as Doctor Who, BBC Earth, Top Gear and our award-winning children’s programmes, such as Bluey.
“We’re looking forward to beginning this exciting phase, welcoming new creative partners, and creating amazing content together.”
