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What centennial kids are doing and
what that means for book publishers
STRICTLY CONFIDENTIAL
Strictly Confidential | Copyright SuperAwesome
Ltd 2016 | www.superawesome.tv
Kids’ habits
Kids’ content habits have
changed radically. Historically
a TV-first audience, they now
access content from tablet,
smartphone, laptop, SVOD
etc. U13 users are now one
of the fastest growing
segments on the Internet.
Strictly Confidential | Copyright SuperAwesome
Ltd 2016 | www.superawesome.tv
Our market: the digital kids marketing spend
Digital budgets
growing at ~30% yoy
Billions of dollars are now shifting across from TV
budgets as brands and content owners race to
engage this youth audience on digital devices.
Marketing Spend (US/UK)
Strictly Confidential | Copyright SuperAwesome
Ltd 2016 | www.superawesome.tv
HOWEVER
New data privacy laws (COPPA/GDPR) have
created unique zero-data compliance
requirements for the under-13 digital audience.
This requires specialised platform and
technology which cannot be serviced by
maximum-data platforms like Facebook,
Google etc.
Strictly Confidential | Copyright SuperAwesome
Ltd 2016 | www.superawesome.tv
Used by hundreds of kids’ brands and content owners
Strictly Confidential | Copyright SuperAwesome
Ltd 2016 | www.superawesome.tv
Delivering safety and performance for the kids industry
● Integrated DSP/SSP built specifically
for COPPA and GDPR compliance
● Marketplace platform that reaches
over 300M kids per month
● Integrated into top kids content players
and licensed as standalone SSP
● Recently launched REX, the world's
first 100% kid-safe programmatic
exchange
● Certified COPPA-compliant (FTC Safe
Harbor)
● Notable clients: Disney, Cartoon
Network, LEGO, Penguin, Harper
Collins, Dreamworks, Fox, Activision
● ‘Shopify for kids content’, cloud-
based platform which helps build kid-
safe sites and apps
● Plug-and-play SaaS which provide
full COPPA-compliant community
features including family
authentication, parental verification
● Provides additional targeting
possibilities based on parent
engagement
● Certified COPPA-compliant (FTC
Safe Harbor)
● Notable clients: Hasbro, Walker
Books
● Fully COPPA/GDPR-compliant social
content platform that allows kids to
safely engage with content, brands
and YouTubers
● PopJam PLATFORM> extends
channel community and allows
embedding on third party sites/apps
● Utilised by over 100 channel partners
● 45M daily dwell time (almost twice that
of Instagram)
● Certified COPPA-compliant (FTC Safe
Harbor)
● Notable clients: Disney, Nintendo,
Hasbro, Lonely Planet Kids, Beano,
Rovio, AmyLee33 (YT)
Social Monetization Content Creation
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Ltd 2016 | www.superawesome.tv
This is where we are (everywhere)
PLATFORM>
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● Example quiz: Dork Diaries quiz
● Over 25,000 game plays in the UK over 4 weeks
● Fully designed and built by SuperAwesome
Strictly Confidential | Copyright SuperAwesome
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Campaign Example: 3D world area take overs & competitions
CONTENT DISTRIBUTION PARNTERSHIP
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Using our proprietary tech, Kids Web Services
Alex Rider loyalty club
powered by KWS
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Using our proprietary tech, Kids Web Services
Strictly Confidential | Copyright SuperAwesome
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Insights Case Study
Horrid Henry, re-engaging parents and children
with a much loved brand
• 3 day online community with parents and
children
• 20 x families with children aged 5 - 9 years old, a
mix of girls and boys
• Respondents were tasked with making videos,
peer interviews and book reviews as part of a
range of activities
Output:
A comprehensive evaluation of the Horrid Henry
brand, with key recommendations for re-engaging
both parents and and readers.
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Ltd 2016 | www.superawesome.tv
THE TECHNOLOGY
POWERING KIDS’
DIGITAL MEDIA
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• 75% of 4 year olds in the US
own their own mobile device
• 50% of those kids multitask,
using two or more devices
simultaneously
**Data from the American Academy of Pediatrics in November 2015
Strictly Confidential | Copyright SuperAwesome
Ltd 2016 | www.superawesome.tv
Europe:
http://www.lse.ac.uk/media@lse/res
earch/EUKidsOnline/Home.aspx
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Device usage: ASEAN 6-14 year olds
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Single, Multi and Omni-Screening
Single Screeners
Multi-Screeners
Omni-Screeners
25% watch one screen at a time
63% watch two screens at once
12% watch three or more screens
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Younger kids don’t identify their multi-screening
A multi-screener...
...in denial
“when I am watching Ludus on CBBC I play along with the Ludus app on my iPad.” Girl, 10
But she also claimed to do “nothing else” while watching TV.
source: SuperAwesome Research, n = 500, Age 8-16, June 2014
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Saturday 28th to
Monday 30th
May.
Plays: 7,695
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Strictly Confidential | Copyright SuperAwesome
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Strictly Confidential | Copyright SuperAwesome
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Strictly Confidential | Copyright SuperAwesome
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Do you think it’s only the
traditional companies get
disrupted by kids?
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Strictly Confidential | Copyright SuperAwesome
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Strictly Confidential | Copyright SuperAwesome
Ltd 2016 | www.superawesome.tv
Strictly Confidential | Copyright SuperAwesome
Ltd 2016 | www.superawesome.tv
Strictly Confidential | Copyright SuperAwesome
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Platform specialization
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Spending $5bn on
content in 2016
and “doubling
down” on kids
and families
Platform specialization
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Strictly Confidential | Copyright SuperAwesome
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7-9 YEAR OLD
ALL TOTAL
7-9 YEAR OLD
GIRLS
7-9 YEAR OLD
BOYS
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%
UK Kids’ favourite online retailer: Amazon
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What’s your digital
strategy for under 13s?
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What’s your digital content
distribution strategy?
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POPJAM PLATFORM
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• PopJam Stories
• Kids will be able to scroll
through up to 10 screens of
book content within one single
post
• Perfect for sampling extracts,
graphic novels, comics and
more
• Launching in Q1 2017
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+
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Strictly Confidential | Copyright SuperAwesome
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• Book content has to exist in more than the
traditional book format
• Find specialized platforms to engage with the
u13 audience
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[email protected] | www.superawesome.tv | @GoSuperAwesome