Marketing to the Younger Generation

Last week we had super awesome speakers Jay and Sam from SuperAwesome agency. Their talk answered several questions including:
Why kids? Why the biggest names in media. advertising and technology are all releasing kid-centric offerings.

Who are kids today? 'Generation Z', 'Centennials', etc.

Data privacy regulations and challenges

Where does that leave us as marketers?

1. Strictly Confidential | Copyright SuperAwesome Ltd 2015 | www.superawesome.tv

STRICTLY CONFIDENTIAL
INSIGHTS AND INNOVATION

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250m+
Kids and teens on mobile and desktop web


4
London • New York
Bangkok • Australia






We’re part of the world’s #1 Kids Marketing Platform

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Insight
Engagement
Reach
Future
Makers
Panel
30k+
UK
members
35,000+
DAUs (PopJam)
Social medium
250m+ Globally
8m in UK
Web and
Mobile Network
Expertise
Actionable Insights: we have exclusive access to a
huge audience

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The world’s biggest brands rely on our insight

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How do we know what kids are doing?

●Over 50,000 responses/year to our
trend and media trackers

●One piece of PopJam art created per
second

●Survey responses ranging from
digital kids aged 4 to young adults
aged 18

●Expertise on kids across the UK,
USA and ASEAN

●Expansive network reach

6. Strictly Confidential | Copyright SuperAwesome Ltd 2015 | www.superawesome.tv

Why kids?

7. 7.
Frequency of internet usage
How often do you go on the internet?
A few
times a
week
Every day
Once a
week
Less than
once a
week
Don’t use
the
internet
at all
Kids are online in a big way
13-1810-124-9
Session time
In an average sitting, how long do you spend on the internet?

8. 8.
In a number of places
YouTube vs. Linear TV
What have you done more of [this month]?
Watched TV
48%
Watched TV
57% 43%
Watched TV
51% 49%
52%
4-9
10-12
13-18

4-9 YEAR OLD
ALL TOTAL
10-12 YEAR OLD
ALL TOTAL
13-18 YEAR OLD
ALL TOTAL
1
Watching videos
on YouTube or
other sites
58%
Watching videos
on YouTube or
other sites
53%
Watching videos on
YouTube or other
sites
57%
2
Playing online
games
48%
Playing online
games
46%Listening to music 51%
3
Listening to
music
29%Listening to music41%Social Networking51%
4
Using the
Internet to help
with homework
25%
Using the Internet
to help with
homework
39%
Playing online
games
41%
5
Watching
streamed video
22%Video Calling 25%
Using the Internet
to help with
homework
40%
Key online activities

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And they need a different experience to adults

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There is a climate of distrust

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And brands are taking note

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The kids’ advertising opportunity
Sources: Nielsen 2012 report on baby boomers, Future of Children.org, internal estimates
Annual spend on advertising to kids and families:
TV Vs Digital by age group:
Sources: cia.gov, census.gov
Global population by age demography

13. Who are kids
today?

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They’ve been called a lot of things
We’ll look at kids and teens born after 1998 (with a focus on ages 8-14)

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We call them Generation Swipe
Unaware of a world before touch screen
technology

The youngest members of this age group are
younger than Apple’s first iPhone (which arrived in
2007)

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Eyes down, tech addicted and disengaged?
¼ of UK 8-14 year olds would rather stay indoors on a hot, sunny day if going out meant they had to leave their phone behind...

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Connected with what is going on in their world
‘The country has been turned into a group of
racists by the idiot Nigel Farage. Pensioners
have just destroyed my future.’
Boy, 14
‘I am pleased as I think it could help the
country develop. There is a bad side of the
story, however I think it could bring great
things’
Girl, 11
Q. Sum up how you feel about the EU referendum result in one word:
source: Brexit weekly survey, n=259

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A generation of instinctive creators

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Relate to new authentic breed of celebrity
*source: SuperAwesome OnTrack Media Report, n = 1500, December 2015
**source: SuperAwesome Research, n = 284, December 2015

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Altruistic and empowered to do something
The kangaroo cup → no spill cup for Parkinson’s
sufferers & more
Lemonade Stand → Campaign to end slavery
worldwide

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Key takeaways
People assume this
generation is overly
immersed in
technology and out
of touch with the
real world
BUT, not only are
they aware of and
concerned with what
is going on in the real
world, technology
enables them to do
something about it
Companies need to
communicate with
kids and help them
harness this tech
superpower to create
and drive brand
engagement

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Introducing the digital family...

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With an increase in digital family content
Age 4-6
44% use parents’
YouTube account,
43% browse
without one
Age 7-9
53% browse
YouTube without
an account, 33%
use their parents’
‘Family YouTubers’
like Shaytards and
Sacconejolys have
exploded in popularity

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Films, reality shows and soaps
bring families together

Consoles are the uniting gaming
platform for families currently,
multiplayer mode on
mobile/tablet games have some
way to go to catch up
SFVC dominates online family
viewing
Source: SuperAwesome Insights 2016, n=198
Content is the key to engaging families

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40%
And family time is still as important as ever
source: SuperAwesome Insights 2016, Fam-tastic weekly survey, n=198
Q. Which of the following do you ever do with your family?

79%
39% 40%

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Key brand takeaways
The multiplying of
household screens has
allowed families to
reconvene in the living
room, where advertisers
and content producers
can speak directly to
kids and families
When the UK had one
TV set per home
consumption was a
collective, family
activity
When technology
became cheaper, family
and kid consumption
broke apart, with parents
watching downstairs and
kids often heading to their
rooms

27. What’s the
problem?

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•Audience fragmentation
•Regulations are tightening and complex
(e.g. EU GDPR)
•Regulators are increasingly proactive in
enforcing rules*
•Ad targeting is possible... but different
•Brands fear PR backlash as much – if not
more – than regulatory enforcement
•Kids are disaffected by advertising
•Not everyone can be a regulatory expert


The challenges
* The FTC has settled with TinyCo, Yelp, Path, Artist Arena,
RockYou, Playdom, Sony BMG, Iconix, Retrodreamer,
Tapblaze (LAI Systems, LLC) & others

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Digital kids are hard to reach
Fragmented
Audience

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The kids digital market is tough
Children’s Online Privacy Protection Act

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source: SuperAwesome OnTrack Report, n = 1500 Age 4-18, 2014
Loom Band
mentions in the
OnTrack Report:

Number
Percentage of
total responses
And kids change their mind fast!

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This generation of kids have a different relationship
with ads
●They demand a transactional relationship with
advertising

●While not the primary route to discovery, many children
are happy to engage with entertaining advertising,
especially if there is a sense of purpose

●Well known brands are more likely to have cut through

●Older girls more likely to engage (and spend disposable
income)

●Incentivisation works well across media and platforms

“I would click on to a brand I
recognise” - Boy Year 7
[pre roll] “Kinda annoying, but you’ll pay
attention to it” - Boy Year 7
“Crossy Road ads asks you to watch
video in return for points, Is that
okay?”
“No still annoying” - Boy Year 2

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Where does
that leave us?

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10 Point Overview



1.This generation are informed and involved
2.They are instinctive creators and tech tools are enablers of creativity
3.Family time is as important as ever, but the way families consume content is changing
4.Tech is no longer dividing families but bringing them together
5.Multiple device access is the norm for kids of all ages
6.Marketers wishing to reach children need to be as competent in the digital world as they are!
7.Kids advertising is strictly regulated - COPPA and GDPR!
8.An ecosystem of good quality content is essential to engage with kids effectively
9.Children do engage with advertising when there is perceived value - either transactional or
entertainment
10.Creating a sense of purpose is critical to amplify engagement

35. Remember the 3 Es of marketing to children:
1.Ethical compliance

2.Engagement

3.Ecosystem

36. Every major tech
company is building a
kids strategy.

What’s yours?

[phone]
[email protected]
@GoSuperAwesome