Media Analysis – Generation Media shares

How to buy effectively on YouTube

As most marketers in the toys and games industry This can largely be attributed to YouTube subscriber data will be aware, children’s viewing to all TV saw an showcasing that ‘Made for Kids’ content channels hold a overall decline of -22% last year. In fact, in the prominent position in the global YouTube landscape. most-demanded months of the year, children’s viewing Google introduced new privacy practices just a little slumped by -33% and -39% Year-on-Year respectively over a year ago that mean children’s content creators in October and November, even though kids were have to label themselves as such, which initially affected spending more time at home during the second how easily their content could be discovered. But for national lockdown. advertisers, this did not change things too drastically,

In line with these declines across the kids’ commercial as premium content is still available via the traditional channels, we saw fewer toys and auction mechanic in the way you should have already games advertisers investing heavily in TV, with a reported -26% drop in toys & games equivalent TVRs (TV “ We estimate that been buying it - contextually. And in order to buy contextually, you need the perfect mixture of real-time technology, as well as detailed rating points) across TV. digital spend insights to deliver the most optimum campaign.

However, with this decline in TV within the Precision DMP is children-specifi c YouTube technology advertising spend, we estimate toys & games from Generation Media, built on the foundations of an increase in the proportion of advertising spend being attributed to digital media. Here at Generation industry accounts for insight. This technology tool is based on over 3bn data points collected from numerous YouTube campaigns that have run over the past few years, as well as layering Media, we estimate that digital a quarter of this with all of the content research and data captured spend within the toys and games industry now accounts for a quarter of all advertising budgets. all advertising budgets “ by Giraffe Insights’ Kids And The Screen research. The DMP tool works in real time, to optimise towards increasing VTRs (View Through Rates) and ultimately

In last month’s issue, we wrote resulting in serving more ads towards viewers who about how advertisers within this industry can use our are more likely to watch the ad in full, based on the proprietary tools such as The Media Aggregator to contextual targeting that has delivered high VTRs confi dently understand how to split their advertising throughout the campaign. budgets between TV and digital to build a cost-effective There are additional routes to how YouTube can be and sensible investment plan for their brands. bought contextually in order to reach children, and

But the next question is: how do you spend your TV broadcasters themselves have accelerated their budgets effectively outside of spot TV? Over the strategies over the years. Partners such as Super course of the next few months, we’ll be writing a Awesome, Warner Media, Disney and Viacom all offer series on the toys and games digital landscape and channel-based solutions to target their premium how to navigate it, from YouTube, to social, to website content that is naturally declining across live optimisations and retargeting. viewing.Non-skippable pre-roll is an additional

This month we look at the no-brainer of how to reach layer to consider when pulling together your kids digitally - through YouTube. Giraffe Insight’s latest YouTube plans, to effectively create a presence Kids And The Screen research shows no surprises that across the ever-popular platform. Subscription VOD (video on demand) services command If you would like advice or guidance on how the largest share of viewing occasions for children aged Generation Media can help to strategise your two to 12, with its closest second runner being YouTube. media investments on YouTube, please contact us.

The DMP tool works in real time, to optimise towards increasing VTRs (View Through Rates) and ultimately resulting in serving more ads towards viewers who are more likely to watch the ad in full, based on the contextual targeting that has delivered high VTRs

There are additional routes to how YouTube can be bought contextually in order to reach children, and TV broadcasters themselves have accelerated their strategies over the years. Partners such as Super Awesome, Warner Media, Disney and Viacom all offer channel-based solutions to target their premium content that is naturally declining across live viewing.Non-skippable pre-roll is an additional layer to consider when pulling together your YouTube plans, to effectively create a presence

If you would like advice or guidance on how Generation Media can help to strategise your media investments on YouTube, please contact us.

Kate Moncur, associate director of Generation Media, shares advice on how to strategise your media investments