the secret life of kids, dylan collins, superawesome

STRICTLY CONFIDENTIAL

@GoSuperAwesome

Why kids are changing everything.

Dylan CollinsCEO @GoSuperAwesome

@MrDylanCollins

Strictly Confidential | Copyright SuperAwesome Ltd 2016 | www.superawesome.tv

Kids media has rebalanced radically from 100% TV to a mix of TV, tablet, smartphone, laptop, SVOD etc.

Transition is being accelerated by two trends

However ad spend (which drives everything else) in the sector has lagged behind this development


For decades, Silicon Valley pretended that nobody under the age of 13 was on the Internet.

Invisibility mode on

6.

Device: own, access, share (10-12)

10-12 YEAR OLDOWNED

10-12 YEAR OLDACCESS

10-12 YEAR OLDSHARED*

Mobile Phone/Smartphone 63% 78% 14%

Tablet 45% 72% 26%

Nintendo Handheld Consoles 33% 45% 10%

MP3 Player 27% 37% 8%

Laptop 26% 74% 48%

Xbox Consoles 19% 49% 29%

TV 15% 88% 73%

eReader 14% 25% 11%

PlayStation Consoles 12% 40% 25%

Wii 12% 49% 36%

Playstation Handheld Consoles 11% 22% 8%

Home Desktop/PC 6% 47% 39%

Highlights:Upon entering these transitional tween years, access to personal devices increases with the desire for independence. Mobile phone ownership is the highest amongst this age group.

Takeaway: With this increase in access to personal devices, campaigns and communication need to reflect a growth in maturity with aspirational content.

*ordered by ownership *sharing defined as with family members (parents or siblings)


Account ownership by kids in the US

Strictly Confidential | Copyright SuperAwesome Asia Limited 2016 | www.superawesome.tv

The next kids media gorilla will be digital-first

Source: SuperAwesome ASEAN Media Snapshot 2016 (Kids aged 6-14)


Kids data privacy law changes everything

Politicians took the lead and rolled out data privacy law to create new standards and rules to govern kids’ digital activity.

1. COPPA (US)a. Firewalls at age of 13b. No cookies, no profile-based adsc. Verified parental consent for all kids data-

collection e.g. registration2. GDPR (EU)

a. Firewalls at age of 13-16 (depending on country)

b. No cookies, no profile-based adsc. Verified parental consent for all kids data-

collection e.g. registration3. Rest of world

a. Brands taking COPPA/GDPR standard and starting to roll out to other regions

COPPA

GDPR


The ad/martech landscape is very different in u13 market


Defining the standard tools and technology in kids’ sector

● A history of under-investment in the sector has given us a unique opportunity to dominate the technology used by both brands and content owners

● Fundamentally, our product development roadmap is focused on building out the infrastructure to drive the digital kids ecosystem

● Our technology solves the compliance, safety and expertise requirements in a way which allows brand dollars to flow

● Lack of expertise and zero-data requirements give us effective defensive moat to mainstream players attempting to enter market


We own the playground: 300M+ kids every month

● Founded in 2013 by a track record team with backgrounds in digital media, engineering and the kids’ industries.

● Reaching the largest under-13 kids audience in the world: over a quarter of a billion kids on mobile, desktop web, online video, virtual worlds in US, UK, APAC

● Offices in NYC, SF, London (HQ), Sydney and Singapore

● Team of 70+ engineers, business development and ops

SuperAwesome powers the kids’ Internet around the world. We make sure the kids’ digital media sector is safe, effective and entertaining.

● Advertising and monetization● Content creation and compliance● Safe-social and content discovery

KIDS ARE EVERYWHERE. SO ARE WE.


Used by hundreds of kid’s brands and content owners

“And now the shit's getting crazier and majorKids younger than me, they got the Sky brand pagers”

http://genius.com/The-notorious-big-things-done-changed-lyrics#note-66301





15.

13-18

10-12

7-9

Pocket money

Monthly

Weekly

I don’t get any pocket money Less often

More than weekly

FrequencyHow often do you get pocket money?

Weekly amount of pocket money How much pocket money do you get at a time [weekly]?

7-9 10-12 13-18

16.

Favourite Shop (age 13-18)

13-18 YEAR OLDALL TOTAL

13-18 YEAR OLDGIRLS

13-18 YEAR OLDBOYS

1 Game 19% Primark 35% Game 31%

2 Primark 8% New Look 10% Sports Direct 7%

3 New Look 7% Game 6% Apple Store 5%

4 Sports Direct 4% Superdrug 6% Gamestation 5%

5 Apple Store 4% H&M 4% Superdry 3%

Highlights:Upon entering their teens, interests for girls become more focused on bargain clothing (Primark). More premium brands (Superdry) start to enter for boys as their gaming interests begin to balance with new interests.

Takeaway: Brands should tap into this growing need for self expression and individuality for both girls and boys of this age.

“GAME always has the latest games.”

Boy, 15

*time series data included for age group questioned throughout

Trended data: Top 5 over 12 months

17.

Favourite Online Shop (age 7-9)


7-9 YEAR OLDGIRLS

7-9 YEAR OLDBOYS

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%

Highlights:This age group has concentrated interests in one key online marketplace, Amazon. This is undoubtedly due to parental influence and their lack of ability to browse the full range of web shops.

Takeaway: For this young audience the ability to browse numerous products on one site is key as well as being somewhere their parents can easily shop with/for them.

“My Mum buys lots of things on Amazon”

Girl, 9

18.

Emojis

4-9 YEAR OLDS 10-12 YEAR OLDS 13-18 YEAR OLDS

1

2

3

4

5

6

7

8

9

10

Highlights:The most frequently used emojis are very similar throughout 4-18 year olds. All of them are positive and happy, denoting the nature of most kids’ chat over social media or text.

# 1 EMOJI

Emoji Name

Smiling Face With Open Mouth and

Smiling Eyes

19.

Cool-ometer (10-12)

Highlights:Kung Fu Panda 3 loses some of its appeal with 10-12 year olds, with Virtual Reality taking the top spot instead. Generally, most of these items are less cool among 10-12 year olds than 4-9s. A notable exception is Pusheen which has found its target audience with the girls.

Virtual Reality

Takeaway: Though not quite as discerning as teens, 10-12 year olds show a clear differing in interests from the previous age group. Tweens are a group who often feel overlooked by brands, complaining there aren’t enough products designed specifically with them in mind.


10-12 YEAR OLDGIRLS

10-12 YEAR OLDBOYS%

Key: CoolNot cool

%%

Kung Fu Panda 3

Lego Adventure Time

Mr Bean

Zootropolis

Pusheen

Divergent

Justin Bieber

Hillary Clinton

Donald Trump

66

35

26

24

23

20

17

-2

-14

-42

63

32

38

42

24

16

20

12

-9

-50

68

38

8

-1

21

28

9

-21

-20

-36

*The ‘%’ figures above are each of the ten topics’ cool ratings. These were worked out by subtracting an item’s ‘Not Cool’ score from their ‘Cool’ figure in order to rank the list by how cool each thing is perceived overall.

Are you down with the kids?Find out if your brand or product is rated or slated: get in touch to add it to our list for next time.

Kids feel they are the decision makers

source: SuperAwesome Research, n = 357 Age 7-12, Feb 2015

21.

Chat consumption (7-9)


7-9 YEAR OLDGIRLS

7-9 YEAR OLDBOYS

1 Phone Call 46% Phone Call 49% Phone Call 42%

2 WhatsApp 32% WhatsApp 40% Text 28%

3 Email 28% Snapchat 32% Email 26%

4 Text 28% FaceTime 31% WhatsApp 24%

5 FaceTime 27% Email 30% FaceTime 23%

Highlights:For this youngest age group, chatting consists of a mix of traditional methods and common app based chat. Girls lean towards video or picture communication.

Takeaway: Simplicity and ease are key for this age group when it comes to communicating with each other. Brands should address these factors when connecting with this young audience.

For this age group, picture or video based messages are key for communication, as many begin to become confident in their reading and writing capabilities.

What is interesting here is that the default video calling application for this age group is Facetime. This, in comparison, to Skype for the older age group places large emphasis on growing up with a brand. This will ultimately set a precedent for the coming years.

Snapchat for many is a harmless app, allowing for picture messages to disappear after a couple of seconds. This is a quick and simplistic method of communication for this age group.

“Your picture disappears in like 5 seconds!”

Girl, 8

*ordered by total usage

*question wording appropriate for 7+

*Question: Which of these [apps] have you used in the last month to chat? [multi-select]

22.

Chat consumption (10-12)


10-12 YEAR OLDGIRLS

10-12 YEAR OLDBOYS

1 Phone Call 52% Phone Call 58% Phone Call 47%

2 Facebook Messenger 35% Snapchat 54% Facebook Messenger 43%

3 Snapchat 31% Facebook Messenger 54% Email 37%

4 Email 19% Email 43% WhatsApp 33%

5 WhatsApp 14% WhatsApp 43% Text 32%

Highlights:When entering the tween years, many respondents gain social media accounts for the first time, and subsequently chat moves over there. In this case, chatting occurs on Facebook Messenger.

Takeaway: Brands should look at automated chat bots to talk to this audience directly, mimicking an environment that this age group already feels comfortable in.

For this pivotal age group chatting begins to diversify. We start to see the movement to social media messengers as a predominant method of chatting. This potentially coincides with respondents gaining their first social media accounts.

Chatting extends from the playground into apps such as WhatsApp where group chat can continue. This is particularly prevalent amongst girls of this age group who record usage of the app at 43%.

“Everybody has WhatsApp!”

Boy, 10

*ordered by total usage*Question: Which of these [apps] have you used in the last month to chat? [multi-select]

What comes after YouTube?

YouTubers are role models for US kids

25.

Favourite YouTuber (Girls)

26.

Favourite YouTuber (Girls)

27.

Favourite YouTuber (Boys)


And while YouTube is the favourite everywhere, kids entertainment brands are still holding their own

28

Top Websites, Q: “Which of these is your favourite?”

source: SuperAwesome Kids’ Media Snapshot: ASEAN, age 6-14, n= 1,824

Kids as creators

Kids have never been better equipped to create

They don’t need much encouragement in order to start creating unique content reflecting their personality

What is important is feeling part of a community

The next generation changes everything

19 18 17 16 14 13 13 9 8


POPJAM: ALLOWING KIDS TO ENGAGE, CREATE & HAVE FUN


PopJam: the safe social content platform for 7-13 market

● A curated, moderated content feed generated by brands and content owners

● The default safe-social channel for brands and kids to reach 7-12 market in the UK

● Greater engagement than Instagram: 45 min daily dwell time (Instagram has 21min)

● Limited marketing to date but already installed on 20%+ of all 7-12 smartphones in UK

● In partnership discussions to bring to US market


How old are PopJammers?


Key Metrics


YOUTUBERS APPEARING ON POPJAM

Maker Studios talent AmyLee33 joins PopJam and starts to shout us out on other social media. Her YouTube channel has close to 1m subscribers

Twitter Instagram

AmyLee33


HER CHANNEL TAKES OFF ON POPJAM


A HUGE REACTION FROM FANS

● 4,000 followers over first weekend● Posts garnering over 1k comments from engaged kids● 1,000s of fanart creations being shared


THE #1 SOCIAL CONTENT PLATFORM FOR KIDS


COPPA

Megatrend: the growth of under-16 data privacy law


No profile-based advertisingNo programmaticNo behaviouralNo retargetingNo mobile attribution

Megatrend: the growth of under-16 data privacy law


FTC fines InMobi $4M for tracking kids


AwesomeAds: setting the standard for kids digital safety


KWS: SaaS tools to create safe kids content

SuperAwesome Club (loyalty)

Federated Identity

Verifiable Parental Consent (VPC)

Enhanced Parental Targeting

Kids Web Services (KWS) is the next-generation platform for creating safe, compliant digital kids content across all devices

● Designed for content owners (publishers) and creators (marketing sites, apps)

● KWS takes care of COPPA/EU compliance, parental consent, loyalty programs and content seeding

● Allows content owner to focus 100% on creating great content experience for kids

● Plug & Play features include: ○ Parent portal○ Verifiable Parental Consent workflows○ Federated Identity / single log-in○ Loyalty platform for kids○ Enhanced Parental Targeting

Parent Portal


KWS: My Little Pony Friendship Club (Hasbro)

powered by KWS


KWS: Parental Portal for COPPA and EU compliance

What this means for brands

1. Understand that this generation will change everything

2. Engage kids creatively, give them tools

3. This is a specialist sector, not for generalists

Every major tech company is building a kids strategy.

What’s yours?


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

THE LEADING MARKETING PLATFORM FOR KIDS & TEENS

49.

Duration of watching TV and multi-tasking

67% 55%

CHAT TO OTHER PEOPLE IN THE

ROOM

42%

PLAY WITH MY TOYS/GADGETS

HAVE SOMETHING TO EAT

HAVE SOMETHING TO DRINK

24%

DO MY HOMEWORK

17%

READ A BOOK/MAGAZINE

4-9

I DON’T DO ANYTHING ELSE

9%

67%

10-12 13-18

Duration of watching TVHow long do you spend watching TV in an average sitting?

Multi-taskingDo you do anything else whilst watching TV? (all ages)

Highlights:Younger respondents have shorter session times, peaking around the 40 mins-1hr mark. For older respondents, average sittings mainly last 1-2 hours, perhaps reflecting binge watching habits.

Takeaway: Less that 10% of respondents are dedicated TV watchers. With the numerous distractions available, content should be easy to digest and be available across numerous platforms.

*question focuses on non-device based multi-tasking

50.

Multi-screening

Highlights:A very large proportion of 4-9 year olds use a tablet device whilst also watching the TV. It is likely that the TV content takes a back seat, compared to the very personal experience of a tablet.

Takeaway: Multi screening begins to take off around age 10. To effectively reach this tween audience, content creators should address the need for campaigns that cross-platforms, in particular, mobile devices.

“I chat to my friends on WhatsApp whilst watching TV.”

Boy, 14

4-9 YEAR OLDTOTAL

10-12 YEAR OLDTOTAL

13-18 YEAR OLDTOTAL

1 Tablet 85% Smartphone 45% Smartphone 63%

2 None 59% Tablet 37% Tablet 35%

3 Smartphone 59% Laptop 27% Laptop 34%

4 Laptop 44% None 26% None 16%

5 Handheld console 44% Handheld console 13% Handheld console 10%

*question shown to those who claim access to portable devices, multi-select question

51.

Video on demand platforms used

Highlights:Subscription services get more popular with age; kid-specific video on demand is yet to take off on the same scale as its more universally aimed counterparts.

Takeaway:Household names (YouTube, BBC iPlayer, Netflix) are popular in this market. Brands moving into this space need to make kid focused video on demand that is both aspirational and appropriate.

4-9 YEAR OLDTOTAL

10-12 YEAR OLDTOTAL

13-18 YEAR OLDTOTAL

YouTube 74% 83% 80%

BBC iPlayer 33% 41% 47%

Netflix 27% 31% 34%

ITV Player 16% 24% 32%

Amazon Prime 14% 17% 18%

All 4 9% 12% 23%

Sky Go 9% 12% 13%

iPlayer Kids 8% 5% 2%

my5 4% 5% 5%

Disney Life 6% 4% 1%

Blinkbox 4% 4% 3%

YouTube Kids 6% 4% 1%

Sky Kids 5% 2% 1%

*ordered by total usage across ages

52.

YouTube vs. Linear TVWhat have you done more of [this month]?

TV vs. VOD and binge watching

YouTube vs. Netflix vs. Linear TVIf you had to pick, which one would you choose?

57% 35% 9%

LINEAR TV

63% 26% 11%

LINEAR TV

47% 44% 9%

LINEAR TV

Watched TV

48%

Watched TV

57% 43%

Watched TV

51% 49%

52%

4-9

10-12

13-18

4-9

10-12

13-18

Binge watchingHow many episodes(on VOD) do you watch in one go?

Only 1 1-2

7-85-6 More than 8

3-4

the secret life of kids, dylan collins, superawesome

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