Is your 2019 advertising strategy going to work?
A report by PwC recently estimated that by next year the kids’ digital ad market will reach $1.2bn, with digital media representing approximately 28% of total advertising spend within the kids’ space in 2019.
Every day we see evidence that the children’s media landscape is becoming more fragmented, with almost limitless content and media options available across TV, VOD, social and gaming.
Whilst traditional (linear) TV is still an important aspect of children’s ecosystems, our data over the last 12 months has shown how the media landscape continues to evolve at a significant rate, with younger children now more and more likely each quarter to be watching the likes of Netflix and YouTube over traditional, linear TV.
It has never been so important to understand the behaviours and consumption of your audience to ensure that your advertising, media and marketing strategy captures your target audience.
64% of children access YouTube every day, with 44% accessing multiple times throughout the day. Even in the youngest children aged 4 to 6, we see one-third still watch multiple times per day.
The fragmentation of media not only makes it difficult to know where your audience is, but also to ensure that any advertising is compliant with legislation or is not associated with unwanted content.
New YouTubers, vloggers and children’s influencers are appearing every week and can be more popular with children than conventional celebrities such as Cristiano Ronaldo or Beyoncé. With the speed of change it can be challenging for brands to identify the best partners and collaborate effectively to get their messages in front of their target audience.
YouTube stars also continue to make their presence known in the offline world, with immersive events such as Zoella’s HelloWorld or KSI’s boxing events. KSI, the favourite YouTuber of 13-15 boys, recently faced fellow YouTuber Logan Paul in a much-anticipated boxing fight.
The pair have a combined following of over 35 million, with brands such as JD Sports sponsoring the event and even providing special one-off merchandise. Over 15,000 tickets were sold for the Manchester Arena on the night, with some estimating a further 1 million people paid £7.50 each to watch the fight online.
To put it further in perspective, DanTDM, whose popularity according to our data peaks in 8-year olds, was recently reported to have earned over £12m in 2017 from advertising and related sales.
The next generation of content superstars are taking their seats
Whilst YouTube stars may enjoy phenomenal success, it also appears that each success can be relatively fleeting. When we asked Boys aged 7-9 about their favourite YouTuber, we saw the popularity of Minecraft guru Dan TDM, for example, fall from a high of 19% 12 months ago to only 12% in the last period. With YouTube continuing to grow in popularity, the next generation of content superstars are starting to take their seats!
A new wave of Fortnite YouTubers, including Ali-A and Ninja have made giant leaps in popularity over the last 6 months. Ali-A and Ninja have jumped from being outside the top 10 favourite Youtubers to be the second and third favourites with tweens.
Ninja, who was the fastest YouTuber to hit 10m subscribers, originally built his following on Twitch, helped by his video playing with rapper Drake – the 5th favourite musician of tween boys.
With all this change, how confident are you that your 2019 advertising is going to work?
These are just a few examples of how we are seeing the children’s media landscape change, and with new influencers appearing on almost a weekly basis, it has never been so important to have up to date and reliable data on what content kids are consuming.
For a complimentary report and a demonstration of our award-winning portal visit www.kidsinsights.co.uk/btha or call +44 (0) 330 159 6631.