How to (legitimately) Engage with Kids on Social Media

Paul NunnChief Commercial Officer

SuperAwesome

Programmatic advertising

Sitting at the Centre of the Digital Kids Ecosystem

▪ Founded in 2013 with the mission of creating a 100% kid-safe digital media platform

▪ Serves the entire ecosystem: agencies, advertisers, content owners, distributors, consumers and parents

▪ Largest under-13 kids audience in the world: over 300 million kids across mobile, desktop and online video

▪ Team of 85+ employees in the UK, US, Australia and Southeast Asia

▪ Experiencing significant growth ▪ Land-grab opportunity: Digital budgets growing ~30%

annually as kids viewing habits shift from TV to digital▪ FY2015 bookings grew 300% and similar performance

expected in 2016; projected Q4 bookings run-rate of ~$20m

Solution Offerings

Safe-Social and Content Discovery

Content Creation and Compliance

Company Summary

Integrated ad server and marketplace

Monetization Social Content

Kids & Social Media

1. The context

2. Practical input

3. Know your audience!

4. What constitutes social media FOR

kids?

THE CONTEXT

SOCIAL MEDIA = DATA

Failure to inform third-party ad networks or trackers of the child-directed nature of the sites

Incorrect configuration of ad servers to prevent behavioural targeting

Efforts to collect data for remarketing and behavioural targeting purposes

Insufficient disclosure of data collection and sharing practices in privacy policies

Ineffective due diligence on third-party trackers without appropriate safeguards in place

Debunks assumption that social media plug-ins can be used on under-13 sites

RECENT COPPA RULINGS

Failure to inform third-party ad networks or trackers of the child-directed nature of the sites

Incorrect configuration of ad servers to prevent behavioural targeting

Efforts to collect data for remarketing and behavioural targeting purposes

Insufficient disclosure of data collection and sharing practices in privacy policies

Ineffective due diligence on third-party trackers without appropriate safeguards in place

Debunks assumption that social media plug-ins can be used on under-13 sites

RECENT COPPA RULINGS

Subjective determination of whether products are child-directed based on their content

Highlights that mixed-age sites are subject to COPPA

It explicitly determines publishers/content owners held to strictest level of liability

PRACTICAL INPUT

Privacy laws are not there to kill youThe world is adapting

General audience does still existContext, not just data to find audience

Investigate this areaConsider safe harbour

Look at all 3rd party links in your product Guarantees from all partners – not just ads!

Make an effort to segregate your audienceEffort is everything

Do not direct your kids audience to places they should not beAlternatives are growing

Take the opportunity to include the parent in the conversationNot all or nothing, progressive

Test safe kids social opportunitiesNot a one stop, global shop. But you will be impressed

KNOW YOUR AUDIENCE!

DEEP product knowledge

Demand freedom

Extremely resourceful

Tech & Social awareness

Cannot be lost

WHAT CONSTITUTES SOCIAL for KIDS?

15m creations so far in 2016

INSTAGRAM

POPJAM

AUG 15 JUN 16SEP 15 OCT 15 NOV 15 DEC 15 JAN 16 FEB 16 MAR 16 APR 16 MAY 16 JUL 16 AUG 16 OCT 16SEP 16

2,200 FOLLOWERS

22,000FOLLOWERS

MODERATION

MONITORINGAdvanced AI moderation techTrust scores and behavior monitoringOCR and facial recognition Human moderation from trained expertsEscalations procedures with key agenciesCOPPA compliance

COMMUNITYNo private chat50 followers to upload photosNo selfiesClosing hoursStaff engagementChallenges & Rewards

WHAT NEXT?