The new architecture will be anchored by fan favourite brands like Top Gear, BBC Earth, and Bluey.
BBC Studios Digital Brands has launched Affinity Network, a new advertising architecture across five verticals; family, our world, entertainment, auto, and food and travel.
First to launch will be Affinity Family, which is aimed at bringing together some of the most iconic and beloved family brands, content, and creators through one single commercial offering – building an advertising destination centered around meaningful family content.
The Affinity Network is launched alongside a host of sales partnerships including an expanded deal with Digital Brand. This includes global agreements to represent Zog for Magic Light Pictures, My Friend Maisy for Trustbridge Entertainment (excluding China) and BBC Studio’s Crookhaven, covering channel and content management as well as direct advertising sales, BBC confirmed.
Advertisers will now have access to the “commercial power of fandoms” which brings together highly engaged audiences and communities with trusted brands within the digital environments designed to capture quality attention and brand connection.
Advertisers will not have to search through title by title, but instead will be able to access already curated audience ecosystems for YouTube, TikTok and other digital platforms.
Jasmine Dawson, senior vice president of digital for BBC, said: “In an increasingly fragmented media landscape, Affinity is designed to offer something different: a network built on affinity, not just reach. Affinity Family, our first vertical, brings that to life through brands like Bluey and Bing, names parents trust and children return to again and again, and that trust is what makes this audience valuable to advertisers.
“As the network expands across entertainment, auto, food and travel, and factual audiences, we’re giving advertisers a consistent way to engage communities in safe, high-quality environments they already choose to be part of.”
This new offering will strengthen Digital Brand’s appointment as the seller of the BBC’s YouTube portfolio outside the UK. This starts with the BBC Archive and the BBC Masterbrand channels and will be followed by the wider BBC Studios portfolio of YouTube channels, thus expanding the scale of its digital advertising offering.
