The division is understood to have a roster of preferred suppliers, and appoints agencies on a case-by-case basis. The BBC declined to comment.
BBC Worldwide first experimented with paid-for search marketing in 2004, when it began bidding on search terms related to its sports and news coverage, in an effort to drive users to in-depth content.
As part of a two-week trial in January 2004, BBC Worldwide bought up search terms relating to the Hutton inquiry.
In September 2007, the division handed its estimated £3m media planning and buying account for its Global Channels business to WPP's Mediaedge:cia, ahead of launching a host of new channels across EMEA and Asia Pacific.
BBC Worldwide, which includes global TV sales, magazines and digital media, spent just over £5m on advertising in the 12 months to the end of February, according to Nielsen Media Research.
The Global Channels division, which was created 18 months ago, covers BBC Prime, BBC Food and BBC America, as well as a range of themed channels, which are being rolled out globally.
BBC Worldwide first experimented with paid-for search marketing in 2004, when it began bidding on search terms related to its sports and news coverage, in an effort to drive users to in-depth content.
As part of a two-week trial in January 2004, BBC Worldwide bought up search terms relating to the Hutton inquiry.
In September 2007, the division handed its estimated £3m media planning and buying account for its Global Channels business to WPP's Mediaedge:cia, ahead of launching a host of new channels across EMEA and Asia Pacific.
BBC Worldwide, which includes global TV sales, magazines and digital media, spent just over £5m on advertising in the 12 months to the end of February, according to Nielsen Media Research.
The Global Channels division, which was created 18 months ago, covers BBC Prime, BBC Food and BBC America, as well as a range of themed channels, which are being rolled out globally.
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