YouTube is one of the biggest challenges facing brands and content owners who engage with children. Although it has a vast audience of kids, reaching that audience is filled with risk. This means that for brands, content owners, content creators and others, there is a lack of tools designed for 6-13 YouTube engagement.
We started investing in tools for this unusual ecosystem twelve months ago when it became clear that more support was needed. We launched Kidfluencer (safe influencer marketing), SafeFam (certification for family content creators) and KidSafe YouTube (safe u13 content targeting). KidSafe YouTube leverages our unique kids content platform (outside of YouTube) to enable safe, accurate targeting of under-13 content on YouTube.
Today, we’re very pleased to announce Jimmy Butchart as Global Head of Commercial Operations to support this area of SuperAwesome. Jimmy was previously Managing Director (EMEA and APAC) in OpenSlate, the leading platform for YouTube analytics and brand safety. At OpenSlate, he led their business in EMEA and APAC, opening up customers in over 20 countries.
Butchart commented, “At OpenSlate I became very familiar with SuperAwesome’s products and saw that they were the only ones creating solutions for the kids-focused companies in the YouTube ecosystem (and beyond)”.
He continued, “The challenges facing these types of advertisers and content-owners on YouTube are unique. As the global kidtech leader trusted by hundreds of companies to power their digital kids engagement, SuperAwesome is playing a critical role in making this ecosystem safer for kids. I’m incredibly excited to be joining at this juncture”.
Dylan Collins, SuperAwesome CEO stated “we are delighted to welcome Jimmy on board. His YouTube expertise will be invaluable and given the events of the last couple of weeks it’s clearer than ever why we need dedicated tools and technology for companies to engage with children online”.