Sponsored content | Precise TV: How toy makers should respond to YouTube’s dominance over TV

Christian Dankl, co-founder and Chairman of Precise TV

Christian Dankl, co-founder and Chairman of Precise TV

As we see the acceleration of younger audiences shifting from linear TV to streaming, in particular YouTube, Christian Dankl, co-founder and Chairman of Precise TV explains what every toy marketer needs to know about how to create brand safe, COPPA compliant and highly performing campaigns on YouTube.

When looking ahead at viewing trends to hit the UK and US, often it’s best to first look at what’s happening in Nordic countries. They are typically ahead of the curve in terms of internet penetration and hence digital adoption, and so looking at changes in media viewing habits, and how marketers respond, indicates what is likely to transpire across the UK and US. And something big is happening with kids television.

We spoke to former VP of Viacom, Rasmus Dige about the changing landscape in The Nordics, who said, “Kids viewing in the Nordic region has been completely conquered by YouTube and other streaming services.”

Dige, who is now COO and co-owner of Mint Copenhagen, an advertising agency specialised in younger audiences, went on to explain: “As a direct result, commercial as well as public broadcasters are now letting go of their linear channels. Obviously thriving on the density of affordable high speed internet services across the Nordics, this trend will eventually spread out across Europe and the UK.”

This move shouldn’t come as a huge surprise as kids have consistently been moving away from linear TV towards digital channels. BARBs annual data has shown a steady decrease in the amount of linear TV watched by children with the number of minutes watched per week almost halving from 2015  to 2019 – 111.23 mins per week to 64.14 minutes per week respectively. In addition, Ofcom’s Media Nations 2020 UK report stated over half of children (three to 11 years old) say they use YouTube (52 per cent). It went on to say that “among all children surveyed in April 2020, 45 per cent stated that they watched more YouTube in a week than they did TV, Netflix, or Amazon Prime Video.”

This change in focus from kids’ linear TV to digital has already started moving into the UK, with Disney shutting down its kids channels to instead focus on Disney+. In the UK and US, it is likely we will see more kids’ linear channels shut down, following their audiences online. The logical next step, as we’re seeing in the Nordic regions, is for the advertising spend to follow the eyeballs and also move online.

But what does this shift mean for toy makers who want to shift more campaigns from TV on YouTube to follow those eyeballs?

Advertising to kids online comes with a strict set of rules, such as YouTube not allowing targeted ads on children’s content. Since January 2020 content creators on YouTube have been required to classify their content as “made for kids”, while Google uses algorithms to automatically identify kids’content on YouTube to comply with COPPA (Children’s Online Privacy Protection Act) regulations.

In the absence of behavioural and audience targeting it is vital for toy brands to master the art of contextual targeting on video level to better understand who is behind the screen and to deliver campaigns that ultimately help toy brands achieve their business objectives.

For a more detailed look at how toy brands can  deliver brand safe, COPPA compliant and best performing campaigns on YouTube, you can read Precise TV’s guide  “The Ultimate Guide To Advertising Safely To Kids On YouTube” comprising four chapters:

  1. Understanding the complexities of COPPA Compliance
  2. Mastering the art of targeting
  3. Knowing who is watching, when, and how
  4. Learning from campaign insights

You can download the free guide from Precise TV here.

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