This generation of kids are growing up in a digital environment defined by privacy laws preventing usage of their personal data. This is an entirely new chapter for the internet.
The pioneering law protecting children’s activity online, COPPA, is 20 years old this week.
The occasion is being marked by events taking place on Capitol Hill this week and at Georgetown University next week, where the original author of the landmark legislation, Sen. Ed Markey (District of Massachusetts), and industry participants are discussing the law’s impact and where to take it next.
At the start of this year we asked PopJammers about their trend predictions for 2018 and have followed each quarter to see how accurate they were.
Slime, squishies, unicorns and iPhones have been huge this year. Fidget spinners didn’t last the year and no one saw Fortnite coming, but as usual the experts on kids (the kids themselves) were pretty spot on. Continue reading
As linear TV viewing continues to decline, OTT (over-the-top, the catch-all term for content providers that distribute streaming media directly to viewers over the internet) has become an increasingly popular option for brands seeking to reach kids around the same content and viewing habits.
The trend towards digital spend on OTT is a result of new players, new content and new platforms, all broadening the market and increasing the network of viewers. Brands accustomed to buying linear TV for reach can now use OTT to seamlessly translate their dollars to digital.
Our OTT marketplace has the largest digital TV reach in the US dedicated to the kids audience, reaching hundreds of OTT apps and content to enable kid-safe, COPPA-compliant advertising. Major partners include FutureToday, XUMO, KetchupTV, ToonGoggles, Ameba and KidsClick, with premium content consisting of nursery rhymes, kids favourites, classic shows and also popular gaming and unboxing channels.
Our expansion into OTT content enables the diversification of reach beyond desktop, mobile and tablet, broadening accessibility to smart televisions – and there are lots of ways in which this can help campaigns.
Advertising campaigns across the OTT marketplace see high engagement and dwell times, reflecting the connected behaviors of the new era of content watchers. Additionally, advertisers utilizing OTT are not restricted to video formats, but are afforded the ability to engage with their audience through interactive elements and bespoke sponsorships.
SuperAwesome COO Kate O’Loughlin stated: “The kids media landscape is being fundamentally reshaped with more and more digital content replacing traditional TV viewing. OTT is a key part of our continual investment in providing the kid-safe digital engagement platform of choice for every major kids brand and agency.”
A 2017 report by PWC predicted a move towards marketplace-centric advertising in the kids sector, away from publisher-centric advertising, allowing brands to find their audience across a disparate set of inventory.
If you’re interested in hearing about our OTT marketplace, get in touch.
Real-time data on kids digital behaviour is key for every company operating in the kids sector, but it can be hard to come by. Children’s trends and behaviours shift quickly, and compliantly collecting information on these behaviours can be difficult.
The popularity of gaming videos is the meeting of two major trends: online gaming, and online content creation. However, the vast quantities of content available on platforms such as YouTube and Twitch makes comprehensive moderation impossible, making it highly likely that young audiences are exposed to inappropriate content.
Tankee aims to solve this problem by creating the first safe destination for 6-12 kids to enjoy gaming videos.
Earlier this year, we launched SafeFam, a YouTube content certification program for young video creators/influencers and their audiences.
Stepping into a gap which YouTube has not tackled (or more accurately, cannot tackle) SafeFam helps young content creators learn, understand and adhere to the digital safety and content requirements of the under-13 audience.
Social plugins are one of the biggest unintentional harvesters of children’s personal data. Every time a child loads a web page or app which has a social widget, it’s gathering vast amounts of personal information about their activity. YouTube’s video player is one of the biggest examples of this.
Lacking any real kidtech alternative, YouTube is the default embedded video player used by family and kids publishers and brands – but the data it collects on its under-13 users is now being viewed as a violation of COPPA. A coalition of over 20 child advocacy, consumer and privacy groups recently filed a complaint with the FTC accusing YouTube of enabling the collection of personal data on millions of children across the US.
Today we’ve announced a solution to this problem: a fully kid-safe (COPPA and GDPR-K compliant) embeddable social video player.
Already delivering millions of video views, our embeddable video player is part of the PopJam Connect platform, which also provides tools for kid-safe social engagement for content owners and brands.
The player integrates PopJam’s award-winning kid-safe social features, enabling children to safely engage with content. It can be customised by the publisher, with a self-serve dashboard to create, schedule and report on video and social content, and to organise video playlists. It also features optional kid-safe monetisation options.
Our CTO Joshua Wohle, said “There are over 170,000 children going online for the first time every day and the kidtech ecosystem is growing equally quickly to make the broader internet compatible with this new audience. Publishers have been starved for kid-safe social and video options that are designed for the under-13 audience.”
To find out more about how we can deliver kid-safe video content on your platform, please contact us.
At the start of this year we shared Kids’ Trend Predictions for 2018 from the 7-12 audience of our kid-safe PopJam platform. They said 2018 would be the year of slime, unicorns, fidget spinners, squishies and iPhones. They weren’t wrong.
At the end of Q1 we checked back in with the PopJammers to see what was trending, and the Floss dance, Fortnite, Roblox, slime and squishies topped the charts. Now, heading into the latter half of 2018, we’re seeing new trends, as well as some brand-new takes on their existing faves… Continue reading
At SuperAwesome, we’re focused on building solutions for a new set of problems that haven’t really existed before (the internet has never had this many under-13 users). Some of our most successful kidtech products have sprung from Hack Days, a quarterly event where we take new ideas from across the company, and see whether they are technically viable.
In June, we had our ninth Hack Day – check it out to find out what we built, and why we think Hack Days are so important:
Keen to join us in our mission to make the internet safer for kids? Check out our most recent job openings.