4 minute read
Opinion - Generation Media
Unlocking kids' attention: the science behind playable ads
Generation Media and Hoopla Digital Kids examine the latest research on how kids engage with ads; Alex Taylor-Smith and John Macbeth report…
In today’s world, getting a child’s attention is no easy task. Kids are natural multitaskers, bouncing between games, videos and apps at lightning speed. So how can brands capture and hold their focus? That’s exactly what a groundbreaking study by Generation Media, Hoopla and Lumen set out to uncover.
Unlike previous research, which focused on adult audiences, this study was the first of its kind to dive deep into how children engage with interactive advertising. Conducted under strict GDPR-K and COPPA guidelines, the research combined cuttingedge eye-tracking technology with in-depth interviews to reveal what truly makes kids pay attention to ads—and why it matters for brands.
The UK study followed two key phases to get a full picture of kids’ attention and engagement:
• Phase One: A group of 750 children, aged 8–12, played mobile games featuring playable reward ads. Their attention was tracked in real-time using eye-tracking technology, allowing researchers to measure precisely how long they engaged with each ad.
• Phase Two: Researchers conducted interviews to understand the why behind the numbers; what drew kids in, what they enjoyed and what kept them engaged.
This multi-layered approach provided an unmatched level of insight into how kids interact with ads, making it the most comprehensive study of its kind. The study revealed some eye-opening insights about how children engage with different types of advertising. Here’s what brands need to know:
• 100% Viewability: Every child in the study saw the playable ads in full. Kids also engaged with the ads for an average of 72.6 seconds, significantly longer than standard mobile ads.
• Interactive ads hold attention longer: On average, children spent 46 seconds actively engaging with ads—far surpassing the engagement levels seen in passive video ads designed for adults.
• 3D beats 2D: The study found that 3D ads were 53% more effective at keeping kids engaged than 2D ads. The added depth and realism made the ads feel more like games, keeping kids interested for longer.
• The power of play: Unlike traditional video ads that kids often skip, playable ads encouraged children to interact for at least 20 seconds before they could move on. This resulted in stronger engagement, better recall and a higher likelihood of choosing the brand.
Grabbing attention is one thing, but does it actually make a difference for brands? The study says yes. When kids engage deeply with ads, they’re more likely to remember, prefer and choose those brands later. 73% of children remembered the brand featured in the playable ad -much higher than the 58% recall rate for adults in similar ad formats. After exposure, 56% of kids chose the test brand over competitors, showing that engaging ad experiences influence their decisions. The longer a child interacted with an ad, the more positive they felt about the brand. This means interactive ads don’t just grab attention—they also help brands build longterm connections with young audiences.
So, what’s the secret to creating ads that kids actually want to engage with? The study pinpointed five key factors that make all the difference:
Interactivity: kids love to play, not just watch. Ads that allow them to interact, whether by tapping, swiping, or making choices, keep them engaged longer.
Relatability: the more an ad connects to a child’s interests, the more likely they are to engage. Whether it’s a favourite character, a fun storyline, or a theme that mirrors their hobbies, relevance is key.
Bright, Fun Visuals: colourful, animated and dynamic designs catch kids’ eyes and make the ad feel like part of their entertainment rather than an interruption.
Rewarding Experience: kids respond well to positive reinforcement, whether it’s in-game rewards, virtual stickers, or celebratory sounds that make them feel like they’ve accomplished something.
Novelty: playable ads stand out because they offer something different. The novelty of being able to play an ad instead of just watching it made kids far more likely to remember and engage with the content.
What this means for brands is that kids want to experience ads, not passively watch them. Playable ad formats aren’t just more fun for kids; they’re also more effective. By leveraging interactive, engaging and visually rich content, toy and kids' brands can ensure their messages don’t just reach their audience, but actually stick. The future of kids’ advertising is here, and it’s all about play.
To receive the full report and discover how brands can harness the power of playable ads to capture kids’ attention and drive real results, get in touch.
