'Generation SpongeBob' or Generation Z. Who these kids are and how to reach them with digital marketing.

‘Generation SpongeBob’
Who they are and how to reach them with digital marketing

Dreammachine Kids | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be 2| 27 february 2014 Generation Spongebob
Agenda
The new kids, generation Z
Mums & Dads of generation Z
Their digital media consumption
About Dreammachine Kids

Digital marketing spend to kids & teens 2013*
* Nielsen
US:
800 mio $
UK:
200 mio $
Belgium:
?

Most watched infographic 2013

• Who are they? What are they into?
• How to engage with them?
• Their (digital) media consumption
Who are those kids?
culture
learn
play
family
peers
development
media

• Happiness is a ‗normal state‘ for kids.
Marketers who focus on the dissatisfied, rebellious child will find it difficult to
connect with the majority of kids, tweens, and their parents.
• Around the globe, the most frequently cited sources
of happiness were:
What makes today kids happy?
Source: The Marketing Store, Jan 2013

When shown a list of 15 socially desirable values,
the top 5 things global kids (6-12) chose as ―most
important‖ are:
1. Being a happy family
2. Having lots of friends
3. Being a nice person
4. Being smart
5. Being rich
* Source: The Marketing Store
Their most important values*

“Get rid of nuclear power generation.” –Boy, 9 years, Japan
―That the unemployment in my country would end.” –Girl, 9
years, Spain
“Find a cure for cancer.” –Girl, 11 years, UK
“Have freedom for all and world peace.” –Boy, 8 years, Brazil
“We would stop global warming.” –Girl, 10 years, Poland
―That we could walk alone without it being dangerous.‖ –Boy, 11
years, Mexico
‗What would you want...?‘*

RACECARS
Content: some themes
FUTURE
PAST
BOYS & GIRLS
FAMILY
HUMOR
TABOO, SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES

• The survey shows usage of electronic devices is very similar for girls and boys
– the difference is generally as little as 1-2%. Boys are more into gaming
(handheld gaming devices and consoles), while music appeals more to girls.
But that gap is closing.
• Personal ownership of electronic devices shows a similar pattern.
• Digital Activities: Both girls and boys use the computer for a wide array of
activities, especially entertainment (playing games and watching videos).
Boys are not more sophisticated on the computer, but they are more inclined to
experiment with more functions on their mobile phones.
The big holdout: Traditional toys are still strongly gendered
• One place where we see significant gender differences is in traditional
toys. There are still BIG differences in what toys kids like to play with—despite
all the moms who have thrust baby dolls at their boys and Hot Wheels at their
girls.
• According to Hasbro research, boys and girls play in a different way:
– Boys expect power and control in how they play (action, customization, power game
agains parents)
– Girls are endless explorers in their play (varied play experiences, identity seeking,
pnder purchases with parents)
The gender gap is closing*

• Parents encourage gender neutral play for girls, but not for boys. The trucks are given to
the girls, but the dolls not to the boys.
• Play preferences of the kids... reflect stereotypes.*
* Kids who engage in type of play at least fairly regularly.
Play & gender in Belgium

Global Kids‘ Top 10 Favorite activities
27%
24%
21%
15%
15%
15%
14%
14%
11%
11%
Play video/computer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (e.g., hiking)
Reading

See study of OIVO (Onderzoeks- en informatiecentrum van de
Verbruikersorganisaties), 2011
• Growth over the last years
• Growth with age: from 21€/month at 10 to 28 € /month at
12.
• More than half save it at home (57%). Another 30% saves
it at the bank account. The younger, the more they save
the money.
• Spending on food & snacks (40%), clothing
(38%), videogames (27% - growing with the age), going
out (11%), cosmetics (9%),...
The big question is of course also: ‗What do they get on top of
this (bigger amounts), at their request?‘ And how big is their
influence?
Kids and (pocket) money

Data from 2009 (OIVO):
• 32% of kids regularly do the household purchases
• 83% of kids say they regularly go to the shop
(average: 2,8 times a week)
• 63% of kids put products in the shopping basket
when they go shopping with their parents.
– Candy, chocolate (75%)
– Drinks (32%)
– Cereals (22%)
– Cosmetics (14%)
– Fruit (14%)
– Videogames (7%)
– Clothing (6%)
• 64% of kids propose things to buy while in the shop.
Kids and (mum‘s) money

Brain development
Identify brands
Boys and girls
Not be childish
Development: 6 – 8
Between 6 to 8 years
old, the left hemisphere
of the brain starts to
develop more than the
right one. It directs itself
away from the pure
fantasy into the ‗real
world‘, the child gets an
aversion of everything
that could be
‗childish‘, and girls and
boys difference gets
more and more evident.

Brand loyalty
Social influence
Neurological growth
Development: 8 – 11
• Starting from 8
years, children start really
looking at brands, and
develop a brand loyalty, which
can last until the end of his
life. He also starts taking
more and more in account the
behavior of his friends.
• Approaching 12 years, their
brain starts evolving towards
the adolescent stage, which
will change their life
completely. But attention, at
this age their attention curve
is still much shorter than the
curve of an adult.

Kids & usability
See http://www.dreammachine.be/blog/digital-usability-for-kids

• Leverage the power of play. Play is timeless.
• Think like a child
• Create a story
• Don‘t count on bells and whistles
• Tear down the walls
• Let there be fun
• Engage with whom they look up to
• Empower them, they‘re the ‗maker generation‘
• Characters are their best friends
How to engage

• Create a story
How to engage

• HIGH VERBAL CONTENT: narratives, jokes, other verbal play
• HIGH VERBAL AND MUSICAL CONTENT: songs & rhymes
• HIGH PHYSICAL AND HIGH VERBAL AND/OR
MUSICAL CONTENT: clapping, skipping, singing
games, dancing, singing with moves, counting out rhymes
• HIGH IMAGINATIVE CONTENT:
– Fantasy play
– Socio-dramatic play
– With playthings
• HIGH PHYSICAL CONTENT
– Without playthings
– With playthings
– Body play
Play patterns:
Example: classification of games and play at school playtime

There is no revolution in play.
Be a hero
Pretend to save the world
Battle and competition
Imaginative characters

Digital does not revolutionize play.
Lego Minecraft

• 87 of Belgian parents find ―play that gets my child to be social and interact or
communicate with others‖ important.
• 78% of parents think their kid plays just the right amount (50% of kids feel they don‘t play
enough).
• For Belgian kids, play is all about ‗FUN‘.
• For parents, it‘s about purpose (only for 51% of Walloon parents it‘s about FUN vs 85% of
Flemish parents).
• For Walloon parents, educational play is lacking most. For Flemish parents, outdoor play
is lacking most.
• The need to play together and the lack of that is felt most in the south part (72,5% against
44,5%).
• 26% of kids play most often alone.
• Parents encourage gender neutral play for girls, but not for boys. The trucks are given to
the girls, but the dolls not to the boys.
Parents & their perception of play

• Outdoor play: decreasing from 82% at 2-5 to still
57% of 9-12, kids would ‗always play outside if they
could‖. But they can‘t.
• Playing together is perceived as super-important.
• Parents mainly see the following purposes in play:
release energy, relax, problem-
solving, creative, purely fun, social, age
appropriate, active/physical (outdoor?), challenging
the child, learn
something, imaginative, nurturing/caring.
Opportunities: lack in play

• Outdoor play: decreasing from 82% at 2-5 to still
57% of 9-12, kids would ‗always play outside if they
could‖. But they can‘t.
• Playing together is perceived as super-important.
• Parents mainly see the following purposes in play:
release energy, relax, problem-
solving, creative, purely fun, social, age
appropriate, active/physical (outdoor?), challenging
the child, learn
something, imaginative, nurturing/caring, collaborati
ve.
 With the orange circle = what they feel lacks most.
 here are your big opportunities: educational play,
Opportunities: lack in play

Similar results from Leapfrog research (US)

Percent of kids who own their gaming tablet
Source: GameByte research
36
49
43
28 30
19
28
3
10
27
US UK FR DE AU
Android Tablet
iPad

Top Kids F2P/MMO PC Games

They guarantee:
• Interaction with your brand
• Fun & positive exposure of your brand
• Repetition of exposure
• Long attention towards your brand
Address the child in an adapted way:
• Put the child central
• Reward him as often as you can
• Let him win as many easy levels as possible
• Let him compete with his pears
Games

• Create a story
How to engage

Think like a child
A stick is a toy.
Rely on research with kids.
• Which child? Make it age
appropriate!
• ‗I‘m 4,5‘. Research.
• Grow with the child.

Really really scary

• Create a story
How to engage

Create a story (play)
606mio views
on his channels
‘storyfying’ games!
Click on the image to play the video on Youtube.

Create a story (learn)

• Create a story
How to engage

• Device and technological gimmics = transparent
• Hundreds of devices.
• 50 types of kids tablets.
• Kids do love technology. BUT: in the end it‘s about the
content. ‗Watch me‘-toys are rejected.
Don‘t count on bells and whistles
Number 1 criteria for parents chosing a tablet =
educational content available on it.

• Create a story
How to engage

TRANSMEDIA APPROACH
• The content is the fill rouge to their experience with
your brand
• They expect continuity and consistency through all
media
• Kids also copy elements of digital play into
their traditional play experience. E.g. ‗Play
Moshi Monsters‘
• In hybrid products (digital + physical
toys), such as Skylanders, except for the
youngest ones, the digital part of it gets the
most importance.
Tear down the walls

• Think transmedia + video (-IP) + content is king =
key to success
• Content: movie IP
• Transmedia: games playable on all sorts of devices
Example: LEGO : losses 1998 – 2004.
• Partnership with Warner Brothers
• Extension of products to electronic gaming and other
media
• Lego: the movie. (Batman)
• Taking movie property to play, and then making
again a movie out of that, of which then again they
created play.
 Lego recovered its position
Key to success

• Physical objects, such as devices, have less importance for kids.
That doesn‘t have meaning, and for them value = meaning. This
explains the success of excessively expensive mini-figurines on
the ‗parallel market‘ (no ‗physical‘ value).
• Success of SnapChat with kids.
Love for the virtual and the ephemere

• Create a story
How to engage

Let there be fun: humour + music
Humour as an escape
from busy kids’ lifes.
Humour has become the
kids’ language
Need for shareable jokes

Music: bands & peers
Club Penguin
Music Videos
(‘Produsers’-
society, ‘Maker
movement’)

Typical user journeys on YouTube
Source: Dubit research

Example of educational app integrating
humour and music
Source: JIBJAB
Click on the image to play the video.

• Create a story
How to engage

• Kids look up to older kids.
• Digital marketing: target kids of 2 to 3 years
older.
• They love to imitate the adult world.
• This intensifies the boy-girl contrast at the
tween age.
• BUT: younger kids do NOT want to be
older. While they may desire to have some
things that older kids have, and to ‗play
older‖, they are very happy being their age.
―Brands should celebrate childhood rather than
pushing them to ―grow up‖. Give kids the
opportunity to stay younger longer by
encouraging activities that allow them to be
(and act) their age.‖ (The Marketing Store)
KAGOY: kids are growing old younger

• Kids share content:
– At the playground
– Facebook
– Also Instagram, Youtube (lesser degree)
• Early adopter kids: 15% (adopt new things immediately). Slightly more
boys than girls. Slightly more 11-13 than 8-10.
• 31% of them own a tablet. 27% own a computer. 26% a smartphone.
• Early adopters find content more often than other kids through social
media, cinema, magazines, blogs, forums
• What influences early adopters: friends, tv ads, in app ads, celebrities, tv
• This can work negatively. E.g. ‗What Google+ did to Youtube: they got
all their stuff moved.‘
• Tips:
– Focus on creative content.
– Speak their language.
– Check with them what their language is.
– Adapt to the medium.
– Follow up the process.
Early adopter marketing
Source: Dubit Jan 2014

• Create a story
How to engage

Can we fix it?
• Humpty Dumty had a
great fall...: ―Can we fix
it?‖
• Kids expect digital media
to be more engaging than
passive reading.
(test situation)

The maker movement
• Success of Scratch
• Apps to ‘programme’
games, apps from
preschooler age
• Toontastic

• Create a story
How to engage

Characters are their best friends
• Characters work. They are friends
throughout the day of the child.
• Pick characters carefully. They are no
random choices.
• Some characters are like oil & water and
kids don‘t want to see them together. You
have to make a bold choice.
• Characters create consumer markets in
the same way that brands do, and the
two interact in dynamic ways through
brands that incorporate a number of
characters.

55
51
42
40
39
37
37
34
32
32
30
29
24
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
Rayman/Rabbids
Interest in Smart Toys IP amongst US kids

Agenda

• Enormous amount of literature
• Try to picture mindset, more than to go into detail
• Exaggerating to show the global tendencies
Mums: huge terrain

Looking at mums: ordered by their own age

• Age of the child is far more important than age of the parents for ‗the type of
mother you are‘
• Important differences between generations:
– Importance of her own youth: projection on their own children:
brands, products, toys,…
– Different values & key moments: Woodstock, Tsjernobil, Berlin Wall & end of the Cold
War, Turn of the Century,…
– Different economic & technological background
Every mum once was a child

• Money for value
• Imitate the majority of the younger moms
• Most nostalgic of them all: want to recreate their own childhood memories for
their own children
• Will soon become empty nesters
Babyboomer mums (<1965):
Endangered species

• Their own youth:
– Latch key generation
• Present:
– They often want to forget their own unstable childhood.
– Many divorced / single mums
– Want a stable life for their kids and for themselves, with or without
a man.
– Friend with mum and kids
• Character:
– Individuality: many kind of mums (e.g. yoga mum, eco mum,...).
– Expect marketing to appeal to their multisensory communication
behavior
– Want to spend for enriching experiences that will create family
memories, like unique or adventurous travel.
Gen X mums (1965-1980):
real answers to real-life challenges

• These are the preschooler mums.
• Had a prosperous youth.
• They want to make the world a better place to
live, save the world from the damage done by
previous generations.
• More world-centric than family-centric.
• Move and operate in groups.
• Style of parenting: ‗get on the floor and play‘.
• Ephemere lifestyle.
• Advertising: strong capacity to filter and select
what fits their lifestyle.
Gen Y mums (1980-2000):
„Get on the floor and play‟

Looking at mums:
ordered by the age of their children

- In general: Strong division between mum at home and working mom
- working mom has REALLY no time
- Pester power: working moms are more sensible
- Food: very important!
- Food must be healthy
- Working moms have no time to prepare => restaurants
- Safety: mainly physical safety is important
- Sports: Importance of physical exercise for the mums themselves
- Communication/internet:
- mainly important for mothers
- keep up with peers
- Search information
- For children: Entertainment & education (will stay like that in the next years)
- Clothing: mum wants
- to be contemporary
- Camouflage weight gain
Preschool mums: food, safety & health

- Food:
- Children are away during daytime => no control what they eat
=> importance of dinner
- Children start buying their own sweets & candy
- Sports: (may) get a family lifestyle
- Education: school!!
- Safety: attention goes to cyber safety and sports safety
- Communication/internet:
- Lifeline between child and mother
- Way of communication to peers by child
- Clothing:
- Child should be presentable at school
- Mum wants to be contemporary & professional
Elementary schoolchildrens mums:|
sports and education

• General:
– Most mums are working again
– Children start having influence on their parents (e.g. vegetarians)
– Children are more difficult to reach using their mums influence
(could work in the opposite way)
• Sports: mums do exercise for their own health
• Safety: mum starts to worry about driving, drinking, drugs &
sex
• Clothing:
– Mum focusses on herself, updates her image
– Children start using veto power
Teenager mums

Over generations of mums, there are many
common aspects since the Baby Boomers
The 2014 mum: what do they have in
common (over the generations)

• Previous family: inverted triangle until 60‘s
– Parents set rules & make decisions
– Kids follow
• New family: circle
– Children
• do not blindly follow any more
• Are encouraged to participate in discussions
• Patriarchy => ―Filiarchy‖
– Parents still rule:
• ―Permissive‖ parenting (in the meantime bad connotation)
• Co-operative family
– Side-effect of sexual revolution of the 60-ties:
• children are really wanted
• smaller families
– See what babyboomers thought about previous
generations! http://youtu.be/fUspLVStPbk?t=52s
Family circle – Family triangle

• Nostalgia to her own childhood – Dream away
• Lack of time
– With the children
– For her own development (me time)
– Therefore: Efficient and planning (e.g. holidays)
– Complicating factor: she faces loads of noise
• Lack of money (GB – netmums.com)
– 70% have problems at the end of the month
– 80% always look for offers before go shopping
• Importance of communication with her peers
– Mums are main consumers of social media
– They trust peers more than everything else
The 2014 mum: who is she?

• Mum loves tech (UK – netmums.com):
– 10% more likely to use technology
– 68% have a smartphone (+18% than normal)
– 7 x more tablets than normal
– 15% have an e-reader (11x more than normal)
The 2014 mum & technology

• Email and Social Media are your Lifelines.
– 51% check their email and/or social media 20 or more times each day.
– 16% checks it more than 50 times a day.
• Mobile Devices Win over TV.
– 72% of moms said if they had to give up one, they‘d give up their TV before
their smartphone.
• Security is Top of Mind but not an Obstacle to E-Commerce.
– 95% of moms reported being concerned about the security of their personal
information.
– 97% made a purchase online in the past 90 days.
• Technology = Better Mom. 3 out of 4 moms think that technology
helps them be a better mom.
Mum & technology: Tastemaker Mom (US)

• Growing importance of dads as economical importance of mum rises.
– 1/3 of mums are bigger breadwinners (UK)
– 1/14 staying home dads
– This figures are quickly rising
The 20XX dad is coming

• Love:
– Children as friends (circle instead of triangle)
– Power to the children
• over their free time
• Over purchases in the family
– Instead of pester power: Guilt Goodies, because parents think they don‘t
have enough time for their children
• Hope:
– Focus on the development and happyness of child, now and in the future
– Big emphasis on development of child
– Educational apps & websites, holiday schools,…
• These offer great possibilities for brands
– Example: carboard box for Ribena Plus with webbased instructions ‗how to
use‘  spend time with the kids, offline.
• Fear:
– Often irrational: ―risk society‖
– Health and safety concerns => see concerns about digital safety below
– Uncertanty:
• am I doing right?
• Do I play with my child the way I should? (headline: ―Child‘s play not easy for
modern parents, say experts‖ – BBC)
• Is my child ‗normal‘?
The 2014 mum & kids: Love, hope & fear

FEAR & UNCERTAINTY (Lannoo)

• Some categories:
– Expecting mum
– Healthy mum
– Working mum
– Social Mum
– Engaged Mum
– Do it Yourself Mum
– Yoga mum
– Eco mum
– Alpha mum (does everything better, gives example)
– Beta mum (follows Alpha mum)
– Mojo mum (doesn‘t want to loose her pre-mum identity)
– Moxie mum (fitness & fun)
– Yummie Mummie (taste for fashion & style)
– …
• Categories can be combined, all have their own media
No mum is created equal

Engaged mums

How to reach the mums

• Mums stay the main decision makers concerning household purchases
• Mums engage online and influence other mums
– 91% use social media
– They spend 2x more time online than the rest of the population
– Recommendations:
• 84% look for recommendations of products on-line
• Recommendations seem 2x more effective then ads
– Emerging trend: brands launch ‗omni channel‘ loyalty programs (combine several social
channels)
• They want to be in a conversation with brands.
– Brands should listen to them, ask their opinion
• Mums will buy more and engage more if rewarded
– 81% of all mums will buy & engage when rewarded
– They want free products (83%), coupons, or simply ‗elite‘ statuses (67%) or recognition
on the brand website
• They‘re keen on umbrella loyalty programs
– 75% prefer umbrella loyalty programs above normal ones
– 60% want to buy from parent company if they are rewarded
• KISS principle (they have no time): simple messages
IMPORTANT: They want brand information using e-mail!!
Marketing to the 2014 mum
(2013 PunchTab Study – US figures)

• Peering:
– Provide them extra information that they can distribute to
make them shine between their peers.
• Roles:
– They expect marketers to acknowledge their multiple roles as
a mother, a business woman, an artist, engaged woman, and
so on.
– Brands should offer solutions for all aspects of their daily life.
• They want customized experiences.
• They always lack time.
• No time for confusing messages: Get right to the point.
• Brands should become part of their community, but only in a practical
way: give concrete solutions to concrete problems
– They fear to loose their memories of their children
• Importance of photography and video
Marketing to the 2014 mum
Further ways to please mums

• 19 mio of users app
• Edit and share personal videos in
one click
• Director functionality
• Editing is finished as soon as you
stop filming.
• Fits with mums lifestyle and
objectives
– no time to edit
– kids focus
– create shareable content
Case: Magisto

• 1st life stage (before having children)
– 1st stage: follow brand preferences of their mum
– 2nd stage: influence of pears
• 2nd life stage (oldest child <12 years) and 3th
life stage (oldest child >12 years)
– 43% ―my children have a tremendous impact on
my purchasing behavior‖
– 60%+ like to try new brands
Importance of mums marketing for brands
(SBS Belgium study)

The modern world is overwhelming us with
data, and the abundance of it is both
confusing and harmful to the mind.
Concerns with digital media

The modern world is overwhelming us with
data, and the abundance of it is both confusing
and harmful to the mind.
Conrad Gesner,
16th Century
botanist, physician and linguist
about books-printing
Concerns with digital media

• Fear from technology & digital:
– 87% in UK/US want their child to log off more and engage
more in the ‗real world‘
– Concerned about over-reliance on technology
– Parents wonder if this affects their childrens ability to
function in the real world
• Social media:
– Parents recognize the value of social media to their child
– 87% is Facebook friend with their own child (US+UK)
• Accountability: Find the right middle ground:
– Parents want media to be accountable, transparent and
responsible
– Children want to be free
– Brands must find middle ground, for example using
gamification
– Brands offer off-line entertainment for kids
Mums concerns with digital media
(JWT US 2012)
“You can’t do your
homework before
you’ve gone
outside and
played”
(anonymous mum)

• First concerns are ‗screen time‘ and safety of their kids.
• More resistance towards TV than small screens:
– Children should learn technology
– They think apps are more educative then TV
– Practical to keep children busy (for example in car)
• Educational content rather than games.
– 83 % want apps to entertain and educate
– Important content elements:
• 63% reading skills
• 63 % animals
• 65 % TV characters
• 51 % book characters
• Art: 1%, values: 3%, goede manieren: 0%
• 82% doesn‘t care about the brand of the app (Disney,….)
• Choosing apps: reviews (pears)
– 41% other moms
– 21% blogs from other moms
Mums concerns
with digital marketing & kids

The concerns
AD AWARENESS
vulnerabilityPESTER
POWER
UNCONTROLLED
PRESENCE ON
SOCIAL NETWORKS
screen addiction
online safety
obesity
lack of parental
control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violence UNCONTROLLED PURCHASE
PRIVACY
PEER
PRESSURE

• Mums don‘t like brands to market to their kids.
• Imagine your co-marketing deals adapted to the last watched movie by a child.
• Resistance grows as fast.
• Possibilities grow for advert-free entertainment of kids
• E.g.: Netflix (coming to Belgium) without any advertising.
Towards an advertising-free world for kids?

Netflix (video on demand, coming to Belgium within months to come):
• Since they work with a kids gate, metrics are up a lot.
• Curated area.
• Personalization is key.
Not only as to age, but also according to behaviour and parental
settings. Character row on top.
• Studies show that
– Parents ask parental controls
– Parents don‘t use parental controls
Parental controls

Agenda

• Belgium: Apestaartjaren 2014: May 2014.
• Data from 2012 too old.
• For preschoolers: study of KULeuven, see further some data
(Pebble Media)
• Fresh international data available (e.g. UK, US market research).
• European and US user data relatively close. The big difference is
with emerging economies: China, Brasil, ... (way higher penetration
and screen time of new media)!
• The Marketing Store: Global research, 10 markets (a.o. 3
European)
User data?

Zero to eight
(Common Sense Media, US, 2013)

Zero to eight

• Ages: 3-15
• 18% of 8-11 own a smartphone
• Use of tablets by kids at home (42%) tripled in 1 year, decline in TVs, radios and games
players in kids bedrooms.
• Younger: more tablets (gaming, video), elder kids more smartphones (social)
• Big social networks (Facebook!) down. More types of social networks.
• TV content highly valued by kids and still the medium of choice.
• More than 4/10 parents have some parental controls installed.
• Kids go online using a range of devices and tablets are the online device of choice for
younger children.
• Internet website activities: schoolwork (75%), games (54%) and information (45%).
A lot more on... http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/october-2013/research07Oct2013.pdf.
UK, October, 2013

• Search
• Play
• Socialize
• Watch video / listen to music
• Shop
• Read magazines
Shift from offline toys towards online ‗toys‘ (games
and communities) around the age of 6-8.
At home, out of sight. Online = babysitter.
What do they do on the web?

• About 47,000 apps to kids in the App Stores.
• About 1200 apps on Dinosaurs.
• Many kids tv networks, digital tv, video on
Youtube...
• Many kids‘ corners on websites,...
• It is not certain that all children will share
knowledge of the same programmes in order
to inform their play.
• Many one hit apps.
Fragmentation of the media
47,000

Favourite content by medium
Why are they on
Facebook?
1. Gaming
2. Chat
Chat function of
Facebook: importance
diminuishing in favor of
Snapchat, Whatsapp,...
Early adopters:
‘Facebook is so
eighties!’
Source: Fullbottle research (US)

Worldwide devices usage

Favorite activities on digital media (global)
Source: The Marketing Store

8-10: Video is king

• International presence (figures
at the right: int‟l)
• 17 brand websites: cross-media
approach
• Apps, games
• Studio100TV. Youtube preferred
partner.
• Will launch a 3D virtual
community for kids in 2014.
• Parents community: Facebook &
Twitter.
• Sanoma (Studio100) et
Pebblemedia (Studio100TV)

• Very popular with 10-12 (and older of
course), but officially ‗banned‘ from the
network.
• It's no secret that kids sneak onto
Facebook. A recent survey by Consumer
Reports found that there are 7.5 million kids
under the age of 13 on the social network.
(2011!)
• Target parents
• Case of Brainchild: targeting adult users
who ‗liked‘ Justin Bieber, Hello
Kitty, Spongebob, etc.
What about Facebook?

Social media (UK data)
The growth of kids
participation in social
media has been
enormous from 2007
until 2011, but now we
see that the last years
adherence of children in
general is diminishing, in
favor of several types of
instant messaging.

Dedicated social media
There are a lot of social network sites for children.
Most of them are dependent of an off-line brand.
Some of them direct themselves to a
subgroup, like Barbie, some of them have a wider
audience, like Club Pinguin, which is part of
Disney.
Most of them offer a combination of chat and
other communication tools with games.
This type of sites target the children as well as
their parents:
- The children themselves, which have to make a
simple profile
- Via their parents, who have to make a profile to
approve the subscription of their child. They
then dispose of a kind of parental control board
in which they can follow their children.

• Kids develop ad awareness only over years (and as a next
step they develop ‗banner blindness‘).
• This means that for young kids ‗Advertising should be
recognizable as such‘ gets a new meaning.
• Advertising-free world doesn‘t exist  solution in education
about advertising.
• Studies have been done to detect how kids recognize ads
between editiorial content parts. But what about content that
is completely commercial?
• Nielsen, Children on the web (2010 – revised 2013): ad
unawareness creates usability problems
Ad (un)awareness

• Wrong information of certain media – one
company even though advertising towards
children is not permitted, but e-mailing was OK
• Small players are not always very professional:
– Usability issues
– Ethical issues, examples:
• Lottery bannering within kids sites
• Commercial banners ‗hidden‘ between content blocks
• Gathering of e-mail addresses of children
• See our conference of last month: legal issues
of kids marketing.
Media: lots of work to be done

Putting publicity that‘s not suited

Encapsulating publicity between content

Gathering personal data of minors without
parents‘ consent

Agenda
• Voorstelling Pebble Media
• Facts & Figures
• Hoe kinderen en gezinnen met kinderen
bereiken

Exclusieve Partnerships
• RMB
– Classic21, RTBF, La
Première, Musiq3, PureFM, Eurosport, TF1, Vivacité, NRJ
, La Place Media
• BE Viacom
– TMF, MTV, Nickelodeon
• Ultratop

Facts & Figures
Flemish Preschollers Online
A Mixed-method approach to explore online use, preferences and the role of
parents and siblings.
KUL: Jolien Teuwen, Dirk De Grooff, Bieke Zaman
Paper presented at “Etmaal van de Communicatiewetenschap”

Facts & Figures
Source: Nickelodeon – Omniture – January 2014

HOE BEREIKEN WE GEZINNEN MET KINDEREN

Kids & youth sites @ pebble Media

Online mogelijkheden
KIDS => Site specifiek
• Homepage, run of site
• Standaard formaten => video en overlayer werken het
beste!
PARENTS => Behavioral targeting
• Gebaseerd op cookies, surfgedrag op kids sites
• Retargeting op doelgroep via het Pebble Media netwerk

Agenda

Services
Digital Marketing
campaigns, websites & apps
75 % focus on B2C (FMCG, Retail, Fashion....).
From strategic planning to execution and reporting.
Specialization in Digital
Marketing to
preschoolers, kids & their
mums
THIS INCLUDES GENERALLY ONE OR MORE
OF THE FOLLOWING SERVICES:
WEBSITES
contest sites
minisites
BANNER
CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community
management
E-coupon
E-mail marketingPrinting on demand solutions
E-COMMERCE
Mobile apps
mobile sites
Games
Custom
CMS Drupal
DIGITAL SIGNAGE
SOLUTIONS

Gerda Van Damme
Business Unit Manager
Dreammachine Kids
The core ‗Dreamteam‘
Guido Janssens
Manager Dreammachine
Fabrice Duchenois
Developer
thewebfactory
Creating websites since
1995. Previous Product
Manager & Consumer
Marketing Manager at
Microsoft (MSN).
thewebfactory
Programming websites
since 1995. Previous
coordinator international
multimedia (CD-i)
productions at Philips.
6 years at Paris leading
web agency Full Six
(former Grey
Interactive), 4 years
webmaster of HSBC
bank in Paris.
Christophe Delire
Project manager
Social network
specialist and inventor
of the ‗webopera‘
concept, he has been
creating web projects
since 1994.

Some of the brands we have worked for…

EXAMPLE:
Woeffies

1+1=3:
your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW:

Digital trends for
advertisers to kids:
2014 trends and cases.
April 3, Jumet
Upcoming seminar...

Back-to-school digital top
topicals: tips & tricks to get
the most out of it.
Change of date ! May 8, Jumet
Upcoming seminar...

Our services

Strategic services
• Analysis of existing projects
• Usability checkup
• Usability testing with kids
• In company trainings
• Setup of agency briefs
• Audience analysis (see next slide)

• Websites, contest sites, minisites, kids‘ corners
• Games & contests
• Mobile sites, mobile apps
• Digital advertising campaigns
• Online communities
• Augmented reality
• Social Media
• E-mail marketing
• E-commerce, E-coupon or e-voucher actions
• Top topicals (back2school, halloween,...)
• ...
One stop shopping
Targeting kids, mums and families
in an appropriate way

'Generation SpongeBob' or Generation Z. Who these kids are and how to reach them with digital marketing.

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