Gone are the days where parents made all the decisions about what their families wore. With kids spending more and more time online, interacting both with brands and with their peers, what they wear and where it’s from is an important part of how they present themselves. Kids of this generation also have a much greater degree of digital financial independence, thanks to apps like Go Henry, and so digital spending no longer necessarily comes directly through the parents.
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.
So you’re interested in joining SuperAwesome.
You probably already fell in love with our mission – “Making the internet a safer place for kids” – and our values, and you might have read how last year we ranked as one of the fastest growing companies in UK. You know that investors believe in us, that we’re really innovating the kidtech industry, and that over 250 companies use our technology to ensure safe digital engagement with kids around the world.
The good news is that we’re always looking for great engineers – and the other good news is that I’m here to help to familiarise you with our hiring process.
There is a growing realisation that today’s internet is built on legacy technology designed for adults , rather than kids. Although there has been plenty of coverage about content, there are bigger issues with the technology behind the content. By the time a child turns 13, (adult) advertising tech companies will have collected an astounding 72 million data-points on them, unintentional but increasingly dangerous. Continue reading
This post was originally published on 25th September 2017 on Medium by our CEO, Dylan Collins.
The growth of the ad-blocking bubble made it clear that advertising had crossed some sort of user experience red-line. Beyond the visual aspect, the sheer volume of personal data harvested by mainstream adtech platforms is pretty breathtaking.
It was standing room only for our Digital Kids Upfronts Autumn/Winter 2017 event held last Wednesday 13 September 2017, with over 120 people from leading UK brands, agencies and publishers in attendance. Held at The Soho Hotel, the event has become a must for anyone who is serious about kids digital advertising. Continue reading
PwC have released the Kids Digital Advertising Report 2017, the very first analysis of the kids digital ad market, showing just how quickly the entire kids media landscape is being reshaped. Continue reading