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CHILDREN + BRAND = POWER generationmedia.co.uk
10
A NNIV ER SA R Y
LISA morg an
DEA WEL N LER
Lisa Morgan
Dean Weller
Managing Director
CEO
April 2018 marks 10 years since the launch of Generation Media, a key milestone for the company within a period that has offered marked change within both the media and Toys & Games industries.
It seems like only yesterday we were signing the first client to Generation Media. In fact, it was 10 years ago, in early 2008. At the same time that we booked our first TV spot, Boris Johnson was appointed Mayor of London, and the country was feeling the full force of the credit crunch – not necessarily the ideal time to launch a Business. Just ask Woolworths – who closed their first stores later that year. But courage, namely that of those inaugural clients who backed us, paid off.
Developments in technology have led to dramatic changes in consumers’ media habits, with children’s audiences arguably spearheading this movement. The media industry battles to keep abreast of the advances, with many of the tools and approaches no longer relevant or worse still fit for purpose.
In 2008 the iPhone was brand new; the iPad was still in development. We predicted then that these devices would change the face of children’s play and TV viewing patterns, and ‘boy’ were we right. Fast forward to 2018 and kids are getting older, younger, and faster as a result of the connected, content-rich world in which they are growing up in. One constant is that children are still children and their safety remains paramount in a changing media landscape.
As leaders in this space we have worked tirelessly to stay at the forefront of the transition with our approach to insight, planning, trading and measurement adapted to fit a modern media world.
Those children who we first “shook hands” with in 2008 are now heading into ‘millennial-hood’, some in employment with Generation Media, others becoming parents themselves… and so the circle is complete.
Where a gap exists we look to fill it, allowing us to offer our clients media solutions that help protect them from the external forces of change both current and future.
We hope you enjoy the following pages, which review our first decade of trading. Over this period, we are proud to have achieved our status as the No.1 parents, kids and youth independent media strategy, planning and buying specialist in the UK and Ireland and in future years we will continue to extend our Generation Brand into new markets and territories. And finally we would be nothing without our clients and supplier-partners, without whom there would be no 10 Year Anniversary. We thank all of you for coming on the journey with us. Here's to the next decade!
To celebrate our 10 year anniversary we have captured the key milestones of change, sharing our predictions for the short and long term future for both the Toys & Games market and our business. As Abraham Lincoln once said “the best way to predict your future is to create it.” But first a few words from our Founder and CEO Dean Weller on his take of the decade’s developments...
GENERATION MEDIA EVENT TIMELINE 2 008
2009
2010
GENERATION MEDIA established
MOVE TO GRAFTON MEWS
IPA Membership
2011
launched
2012
Established No. 1 Toys & Games media buyer
2013
launched
2014
2015
launched
2016
2017
2018
Awarded Investors in People Silver
CPD Platinum
GENERATION MEDIA 10th Anniversary
i n 2014
Obama becomes president ITV Player launched
Facebook surpasses MySpace in number of users
Whatsapp launched
EVENT TIMELINE
Freeview Digital Switch
i n 2010
iPhone 3G launched
41% of 7-10s watch video on demand
Xbox Kinect launch date
Youth, Kids & Family Insight Specialists
iGen launched
Snapchat launched 2008 – 25th December, Wallace & Gromit: A Matter of Loaf and Death draws a total audience of 16.2M individuals (28.4 avg. TVRs) on BBC1 – the highest rating show of 2008.
FB like button is created YouTube reaches 1 billion views a day
Frozen is released
2010 – 19th February, Eastenders draws a total audience of 16.4M individuals (28.9 avg. TVRs) on BBC1 – the highest rating show of 2010
UK Enters recession
2011
i n 20 10 Half of Mums with children under 5 buy toys or games online
Disney Channel and Disney Jr become commercial channels
2012
World population reached 7 billion
nGen Digital launched
Dancing on Ice
Instagram launched
PS4 launched
i n 2013 2% of 7-10s watch VOD on Netflix weekly
Google + launched
i n 2011 Fun Radio is rebranded as Fun Kids radio after its acquision by Folder Media
Woolworths closed their UK doors for good Twitter Sponsored Tweet launched
Sources: GB TGI 2010-2017, GB YOUTH TGI 2010-2017, BARB/Mediaocean 2008-2017
28% of 7-10s access internet on a tablet
Pinterest reach 10 million unique users
FB like button is created Sony's Cassette Walkman Discontinued
Mums with children under 5 watch 0.48 hours of online videos per week
2014
i n 2016
7-10s watch 1.8 hours of online videos a week
2016: Half of 7-10s are watching TV whilst surfing the internet
Richmond sells channel Five to Viacom
Twitch is launched
Blockbuster goes into administration
Netflix launched
FB reaches 1 billion users
i n 2017 UK triggers article 50
Digital radio switch over to three national digital multiplexes
7-10s watch 2.74 hours of online videos a week
Trump becomes president Female Doctor Who launched
2016
The Media Aggregator launched
Nintendo Switch launched
2017
66% of Mums with children under 5 buy toys or games online
PopJam launched
2016 – 26th October, The Great British Bake Off Final draws a total audience of 15.9M individuals (26.9 avg. TVRs) – the highest rating show of the year
2018 3.0
Fidget Spinners launched
The Media Aggregator 3.0
i n 2016 Sky launched Ad Smart TV
Summer of the Ice Bucket Challenge
70% of 7-10s access internet on a tablet Ellen DeGeneres’ selfie becomes most retweeted of all time
Instagram launched sponsored post (UK)
Pokemon Go launched
i n 2016
3% of Mums with children under 5 watch VOD
1/4 of Mums with children under 5 watch VOD
2014 –13th July, World Cup Final (Germany vs. Argentina) draws a total audience of 15M individuals (25.6 avg. TVRs) – the highest rating show of the year
YouTube Kids Launched
Saturday Morning TV viewers increase
China One Child Policy comes to an end
i n 2013
SuperAwesome was founded
1 in 3 mums of children under 5 watch children’s TV content
2015
i n 2013
Game of Thrones starts
Moshi Monsters Launched
MSN Messenger closes
Over 1/4 of Mums with children under 5 are watching video on demand content
Vinyl sales overtake Digital sales for first time ever in UK
i n 2014
i n 2015
Habbo Scandal
iPad launched
57% of 7-10s watch video on demand
Star wars force awakens from 2015 is the highest grossing UK film of all time – £123M
Musical.ly launch date
2013
Disney buys Star Wars
Generation Media launched
Shazam launched
1 in 5 of 7-10s watch TV whilst surfing the internet
Fun Kids radio station goes digital and national
Facebook turns 10
i n 2014
12th August, 2012 Summer Olympics Closing Ceremony draws a total audience of 24.5M individuals (42.6 avg. TVRs) – the highest rating show of the decade
Pinterest launched
2010 2009
25 million iPhones sold
YouTube launched paid channels
Now TV launched
Established No. 1 Toys & Games media buyer
i n 2015
i n 2017
New ASA rules to ban high fat, salt and sugar food and drink in all media for under-16s
Instagram video launched
2008
Spotify launched in UK
3% of Mums with children under 5 were watching video on demand content
i n 2016
Lidl launch toy sale
i n 2017
Sky Kids Go App launched
EU GDPR / COPPA
12% of 7-10s watch VOD on Netflix weekly
i n 2017 Mums with children under 5 are watching 1.12 hours of online videos per week
Despacito uploaded onto YouTube and has most views to date
iGen Insights relaunched as Giraffe Insights
SPOT THE DIFFERENCE
Our navigation of a dynamic media landscape PRESENT DAY then
In 2011 we accepted the challenge of visualising how the internet looked to a British child. Follow the map from left to right for younger to older, moving south to north for boys to girls targeted sites. Island size demonstrates monthly unique users. Here we present the evolved map with new additions and sites such as YouTube linking the islands together. Get in touch with us to see what happens next in the journey on our ‘Internetland - Teenage & Young Adult’ map.
FUTURE
Decline in TV viewing
Changes in TV measurement and buying systems
Demand has outstripped supply yet we have maintained delivery and quality in a volatile market place.
Automated TV programmatic systems will become the norm with key personnel optimising and measuring success. No longer will you buy “TV” but video content in its entirety, tailoring schedules to laser target audiences.
Decrease in attention
New technology fuelling distraction
Second screening has caused an Attention Apocalypse. The Media Aggregator; our proprietary planning tool helps to advise on how to split your media budgets by platform more efficiently.
Augmented and virtual reality, plus technologies we are yet to even imagine, will add further distraction; changing how we view. It is our job to continue providing joined up strategies, cross platform.
Uptake in On Demand
The future of live viewing
Content is King. Kids and the Screen: Changing the Channel is measuring the unmeasured; helping to understand Kids 2-9 platform viewing and shape the way we plan and buy audio visual in the future.
Children are chasing content on devices that offer immediacy. Whilst online giants Facebook & YouTube are yet to master the live market, the future will see these become more prominent on live schedules.
now
Growth in Online
Blurring the media lines
New digital online opportunities are constantly emerging allowing for new routes to target your key consumers. Training for both our team and clients is essential in the face of increased online regulation.
‘TV’ and ‘Digital Online’ will merge into platform-neutral ‘Video’ as advertisers chase the content chasers. Legislations and codes will need to adapt to fit this new world.
Pan regional approach
Shift to global
The UK is a lead market in the shift to online. Our international network The Next Generation Media Exchange enables a shared strategy approach by territory with a centralised management point saving you time and resource.
The future will see a congregation of content owners offering one global buying point with one multi-territory programmatic buying system.
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+44 (0)207 307 7900 contact@generationmedia.co.uk
generationmedia.co.uk