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NEW YORK The BBC plans to break a U.S. ad campaign next week that streams BBC.com headlines into banner ads.
The Really Simple Syndication news feeds are targeted to the media placements. Ad units running on entertainment sites will carry BBC lifestyle story headlines; those on NYTimes.com and WashingtonPost.com will include political and world news.
“Simply having a good message isn’t good enough,” said Alan Booth, controller of marketing at the BBC. “We feel they’re more likely to click through on headlines than if we just had a great slogan or piece of creative.”
BBC
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