Generation Media Booklet 2019

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Why not get in touch: contact@generationmedia.co.uk | +44 (207) 307 7900

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www.generationmedia.co.uk

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The number 1 children, youth and parent specialist

Happy new year from the Generation Media team!

After celebrating our 10th anniversary in 2018 our eyes are very much focused forward. We are looking to the future and what potentials lie ahead for our business, industry, clients and consumers over the next decade.

The world is transitioning at such a pace that it is imperative that we act with foresight.

Understanding how our target market are interacting with media, brands and products is fundamental. We are fortunate to have the findings from our research agency Giraffe Insights at our finger tips to help us on our journey. You can hear more from the team in the reverse of this booklet.

As well as celebrating 10 years of trading, 2018 saw us host our first conference, “KidsCon18: Generation Alpha”.

Whilst we are entering a period of uncertainty, particularly with Brexit now firmly on the horizon, one thing is for sure…

Generation Alpha will change the world in a way we are yet to imagine and faster than any other before them.

So fasten your seat belts and let the Generation Media and Giraffe Insights team, alongside our valued partners, navigate you through the challenges and opportunities of the past, present and future.

Which Generation are you?

BUILDERS Aged 70+

BABY BOOMERS Aged 51 - 69

GENERATION X Aged 36 -50

Generation Alpha In 2010, two years into our trading history, the iPad was launched and we predicted then and there the impact this would have in terms of children’s media consumption and play habits… boy were we right!

In fact the significance of this is now documented in the creation of a whole new generation of consumers. As we enter our second decade of incorporation, no longer are we talking about Gen Z but focusing on Generation Alpha. ink about “Alphas won’t th ols, they’ll to as technologies singularly into integrate them their lives” *

To protect our clients and their media budgets an understanding of the challenges and opportunities that this consumer has and will bring is fundamental.

Now known as the Glass 81 per cent of po lled millennial parents agreed th Generation, screen e habits of their children infl uenced their technology (old and new) last purchase** has revolutionised our young consumers of today.

Our comms strategies have adapted to keep ahead of the curve in reaching this market to deliver maximum return on investment for our clients.

Which Generation are you?

GENERATION Y Aged 21 -35

GENERATION Z Aged 8 - 20

Source - *Futurist speaker Mark McCridle **Hotwire’s US research “Understanding Generation Alpha”

GENERATION ALPHA Aged Under 8

The Glass Generation

Percentage of viewing occasions for Children aged 2-9.

13%

1%

4%

73%

4%

4%

Source - KATS Research.

Despite the options available, TV remains the screen of choice for children when consuming content across the vast range of platforms available (linear broadcast TV, YouTube, Netflix, etc.). In fact, when it comes to linear broadcast TV, there are more children 4-9 watching than ever before owing to the expanding population.

CH4-9 oct weekly linear TV viewing hours

Oct 2017 ch4-9 YoY eq impact decline

-12%

100%

5

18

17

20

16

20

20

20

20

20

20

20

20

Max % reach (Oct)

15

3.8

14

97%

13

4.2

12

98%

11

4.6

10

99%

Max reach 000s (Oct)

18:11

17:50

15:55

15:56

14:34

13:54

12:37

10:23

9.05

2010

2011

2012

2013

2014

2015

2016

2017

2018

The time spent watching linear broadcast TV on a weekly basis by each child aged 4-9 has decreased significantly – halving since 2010. This means that commercial impact inventory on the commercial kid’s channels has declined rapidly year-on-year (for the second year running).

Oct 2018 ch4-9 YoY eq impact decline

-26%

The Media Aggregator, Generation Media’s proprietary tool, uses our insights into children video viewing habits from “kids and the screen” (see Giraffe section for more details). This combined with every briefs unique product marketing variables means we can deliver the correct balance of TV and alternative AV media solutions.

Insights

RESEARCH ABOVE & BEYOND

Source:BARB

Source: BARB KATS Generation media 2019

Professionalising Digital Online We have previously drawn comparisons between Digital Online advertising and the “Wild West”. With advancements in ad tech and AI we can comprehensively ‘Sheriff’ our investments to ‘clean up’ the online market place.

Trusted Partnerships

interactive bureau

We actively participate in the establishment of rules and benchmarks for online advertising through our work with the Internet Advertising Bureau. Our growing scale is recognised with Google and Facebook through their strategic partnerships programmes.

Did you know we are a Google Premier Partner with the full team achieving Google Accreditation in 2018?

Trusted Partnerships

We have invested in tech partners to streamline, optimise and verify the online planning and buying process. This provides us with advanced levels of creative control, management and measurement, whilst safeguarding investments against ad fraud and unsuitable content.

Client Navigation

Our role is to navigate our clients through the developing online world and we offer a comprehensive training programme to simplify the process.

Europe is open We have been expanding our global footprint for the past 5 years through the introduction of our centrally managed international solution “The Next Generation Media Exchange”.

Size & Scale Clients benefit from our market dominance and expertise

Research We are market makers through investment in bespoke insight

France is one of the most similar markets to the UK, with 8.4 million kids in the country. Kids Commercial TV can reach in excess of 70% of key Republic of Ireland has only 6 kids commercial channels (Nick, NJR, NJR2, Nicktoons, RTE2 & TV3). As the number of kids in ROI is 7% of the total when combined with the UK, 7% of media investments are typically allocated to this market.

Its also estimated that 17% of the UK feed is picked up in this region’.

The UK has one of the largest number of kids commercial channels vs. other territories with 18 kids dedicated channels. The number of kids in the UK, reached an all time high this year at over 9.3m – that’s more than the entire population of London!

US strategies often lead the way for European counter parts. It is important to remember the strategy is often digital first as the large population can make TV cost prohibitive versus the UK.

audiences, and as such is the top media selection for Toys & Games advertisers with an estimated 85% of media budgets in 2017 allocated to TV.

for business...

We operate with a number of clients

We provide our specialist media planning

across Europe as well as having partners

and buying service on a global scale,

to connect us to the US, Australian and

making us a leader in Children’s

Far East markets.

advertising around the world.

PEOPLE

Proprietary Tools

Exemplary client service delivered by accredited media experts

Innovations such as The Media Aggregator help clients to navigate a changing media landscape

Kids TV campaigns can only reach, an estimated 40-45% of Kids in the Nordics! Digital investments are therefore fundamental to the media mix with budgets in this area eclipsing that of spend on TV.

With only 3 kids commercial channels in Germany, channel selection is streamlined with Super RTL leading from the front. The channel builds coverage levels like no other, and is funadamental to any Kids TV station mix.

On a map, Belgium looks like one country but is at least two, and arguably three, divided by language, wealth and politics.

From a media perspective, the country is split by the Flemish spoken part (Flanders) and the French speaking part (Wallonia). As each region has its own specific TV channels, with no overlap, TV campaigns in South Belgium are typically in French.

Clan is the largest kids channel in Spain, with 14% share of impacts, but sadly for advertisers is non-commercial. Arguably the largest kids commercial channels are Boing, which is partly owed by MediaSet Espana and Turner. For those learning the English language, shows on the channel are also available in English via a second audio feed!

The changing face of Technology We wanted to find out how technology is influencing how kids perceive the world.

We have a team of mini Giraffer’s on hand to help us answer any burning questions…

So we asked them to imagine what Siri and Alexa would look like.

Check out some of our favourite responses!

100 children aged between 5-11 completed pictures of Siri or Alexa (depending on which one they were most familiar with).

Got a question for the mini Giraffer’s? Get in touch!

SOCIAL

Like to follow celebrities and brands online (29%)

Age 4Yrs

More than half love to play sports and it is part of their social life (57%)

Over half use a mobile/tablet for social networking (58%) 4 in 10 think having more friends is better Age 14Yrs

AL

Only 3 in 10 play sports for 3-5 hours a week

“You should make the most of your looks” (61%)

PHYSIC

6 out of 10 agree leading a healthy life is important

More than half prefer to buy something that is in style & has quality (55%)

88% think 4 in 10 prefer to friendships are buy things their ‘really important’ friends would approve of Nearly two thirds play with siblings (64%)

84% play with Mum or Dad

“I think spending time with my family is important” (70%) Age 4Yrs

A third consider their diet to be very healthy

39% like eating chocolate or crisps best 4 in 10 try not to eat ‘too many sweets’

Source: YOUTH TGI

COG N I T I

More likely to use the internet to learn new things (73%)

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71% use the internet for general research

e Ag Yrs 14

40% would like to be gifted clothes next Christmas

54% love to play games on the tablet

4 in 10 like magazines with free gifts on the cover (42%)

Nearly 6 in 10 (58%) enjoy reading books for leisure

40% play with toys whilst watching TV

77% most likely to play with toys

80% enjoy education

6 in 10 will mainly read books to help with school

Ag 4Y e rs

Age rs 14Y

“Brand name is the most important thing when buying clothes” (31%)

7 in 10 take part in after school activities like sports

68% are happy with their appearance

A quarter start writing their Christmas lists in October

A fresh perspective on the consumers of tomorrow As specialists in kids, youth and family research, Giraffe Insights offer you tailored research solutions, conducted by a team of experts.

Our Vision

Industry Recognised

Where we operate

Our business is built on client success:

Our passion for research goes beyond the client brief

Global reach created through a network of trusted International research partners

Starting conversations and setting the agenda within the industry

To give the assurance that budgets are being spent in the right areas Strategies are informed rather than predictedÂ

We work across lots of different sectors and methodologies, a few of the more popular methods include: Online surveys & dashboards

Online communities

info@giraffeinsights.co.uk

Focus groups & IDI’s

0207 637 9970

Digital diary app

www.giraffeinsights.co.uk

iv t a t i l a Qu Open for Business

info@giraffeinsights.co.uk

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itative

0207 637 9970

www.giraffeinsights.co.uk