Summary:
Findings:
US parents consider brands advertising on kids/family content more trustworthy.
Families are increasingly consuming content together, especially on streaming services.
Parents and children engage with ads during co-viewing, influencing purchase decisions.
Ads related to retail, restaurants, and travel resonate strongly with families watching HappyKids.
Key takeaway: Advertising on family-focused content builds trust and drives engagement, particularly in co-viewing environments.
Trend: The shift towards family co-viewing and the increased trust in brands advertising on kids/family content.
Consumer Motivation: Parents are motivated to choose brands that align with family values and are perceived as safe and trustworthy.
What is Driving the Trend: The rise of streaming services and the increase in family co-viewing habits.
Who the Article Refers To:
US parents and children
Vikrant Mathur (Co-Founder, Future Today)
Jennifer D’Alessandro (Head of Ad Sales and Marketing, Future Today)
Description of Consumers/Product/Service and Age:
Consumers: US families, particularly those with young children, who consume content on streaming services, especially HappyKids.
Product/Service: HappyKids, an AVoD platform offering family-focused content.
Conclusions:
Advertising on family-focused content like HappyKids is effective for building brand trust and engagement.
Co-viewing environments further enhance ad impact as families discuss brands they see.
Retail, QSR, and travel brands are particularly well-suited for advertising in this context.
Implications for Brands:
Brands should consider advertising on family-focused content to build trust and reach key decision-makers within households.
Creating ads that resonate with both parents and children is essential.
Understanding the specific interests and needs of families can lead to more effective advertising campaigns.
Implication for Society:
The increase in family co-viewing can foster stronger bonds and shared experiences.
Advertising in family-focused content can promote positive values and healthy products.
Big Trend Implied:
The importance of family-centric marketing and advertising strategies in the digital age.
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