What centennial kids are doing and what that means for book publishers · What centennial kids are...

What centennial kids are doing and

what that means for book publishers

STRICTLY CONFIDENTIAL

Strictly Confidential | Copyright SuperAwesome

Ltd 2016 | www.superawesome.tv

Kids’ habits

Kids’ content habits have

changed radically. Historically

a TV-first audience, they now

access content from tablet,

smartphone, laptop, SVOD

etc. U13 users are now one

of the fastest growing

segments on the Internet.



Our market: the digital kids marketing spend

Digital budgets

growing at ~30% yoy

Billions of dollars are now shifting across from TV

budgets as brands and content owners race to

engage this youth audience on digital devices.

Marketing Spend (US/UK)



HOWEVER

New data privacy laws (COPPA/GDPR) have

created unique zero-data compliance

requirements for the under-13 digital audience.

This requires specialised platform and

technology which cannot be serviced by

maximum-data platforms like Facebook,

Google etc.



Used by hundreds of kids’ brands and content owners



Delivering safety and performance for the kids industry

● Integrated DSP/SSP built specifically

for COPPA and GDPR compliance

● Marketplace platform that reaches

over 300M kids per month

● Integrated into top kids content players

and licensed as standalone SSP

● Recently launched REX, the world's

first 100% kid-safe programmatic

exchange

● Certified COPPA-compliant (FTC Safe

Harbor)

● Notable clients: Disney, Cartoon

Network, LEGO, Penguin, Harper

Collins, Dreamworks, Fox, Activision

● ‘Shopify for kids content’, cloud-

based platform which helps build kid-

safe sites and apps

● Plug-and-play SaaS which provide

full COPPA-compliant community

features including family

authentication, parental verification

● Provides additional targeting

possibilities based on parent

engagement

● Certified COPPA-compliant (FTC

Safe Harbor)

● Notable clients: Hasbro, Walker

Books

● Fully COPPA/GDPR-compliant social

content platform that allows kids to

safely engage with content, brands

and YouTubers

● PopJam PLATFORM> extends

channel community and allows

embedding on third party sites/apps

● Utilised by over 100 channel partners

● 45M daily dwell time (almost twice that

of Instagram)

● Certified COPPA-compliant (FTC Safe

Harbor)

● Notable clients: Disney, Nintendo,

Hasbro, Lonely Planet Kids, Beano,

Rovio, AmyLee33 (YT)

Social Monetization Content Creation



This is where we are (everywhere)

PLATFORM>



● Example quiz: Dork Diaries quiz

● Over 25,000 game plays in the UK over 4 weeks

● Fully designed and built by SuperAwesome



Campaign Example: 3D world area take overs & competitions

CONTENT DISTRIBUTION PARNTERSHIP



Using our proprietary tech, Kids Web Services

Alex Rider loyalty club

powered by KWS



Using our proprietary tech, Kids Web Services



Insights Case Study

Horrid Henry, re-engaging parents and children

with a much loved brand

• 3 day online community with parents and

children

• 20 x families with children aged 5 - 9 years old, a

mix of girls and boys

• Respondents were tasked with making videos,

peer interviews and book reviews as part of a

range of activities

Output:

A comprehensive evaluation of the Horrid Henry

brand, with key recommendations for re-engaging

both parents and and readers.



THE TECHNOLOGY

POWERING KIDS’

DIGITAL MEDIA



• 75% of 4 year olds in the US

own their own mobile device

• 50% of those kids multitask,

using two or more devices

simultaneously

**Data from the American Academy of Pediatrics in November 2015



Europe:

http://www.lse.ac.uk/media@lse/res

earch/EUKidsOnline/Home.aspx



Device usage: ASEAN 6-14 year olds



Single, Multi and Omni-Screening

Single Screeners

Multi-Screeners

Omni-Screeners

25% watch one screen at a time

63% watch two screens at once

12% watch three or more screens



Younger kids don’t identify their multi-screening

A multi-screener...

...in denial

“when I am watching Ludus on CBBC I play along with the Ludus app on my iPad.” Girl, 10

But she also claimed to do “nothing else” while watching TV.

source: SuperAwesome Research, n = 500, Age 8-16, June 2014



Saturday 28th to

Monday 30th

May.

Plays: 7,695



Do you think it’s only the

traditional companies get

disrupted by kids?



Platform specialization



Spending $5bn on

content in 2016

and “doubling

down” on kids

and families

Platform specialization



7-9 YEAR OLD

ALL TOTAL

7-9 YEAR OLD

GIRLS

7-9 YEAR OLD

BOYS

1 Amazon 50% Amazon 54% Amazon 47%

2 eBay 7% eBay 7% Argos 8%

3 Argos 6% Argos 5% eBay 8%

4 FIFA store 4% River Island 3% Game 3%

5 Game 3% Next 3% Tesco 4%

UK Kids’ favourite online retailer: Amazon



What’s your digital

strategy for under 13s?



What’s your digital content

distribution strategy?



POPJAM PLATFORM



• PopJam Stories

• Kids will be able to scroll

through up to 10 screens of

book content within one single

post

• Perfect for sampling extracts,

graphic novels, comics and

more

• Launching in Q1 2017



+



• Book content has to exist in more than the

traditional book format

• Find specialized platforms to engage with the

u13 audience



[email protected] | www.superawesome.tv | @GoSuperAwesome

What centennial kids are doing and what that means for book publishers · What centennial kids are...

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