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lsquoGeneration SpongeBobrsquoWho they are and how to reach them with digital marketing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 2| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 3| 27 february 2014 Generation Spongebob
Digital marketing spend to kids amp teens 2013
Nielsen
US
800 mio $
UK
200 mio $
Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 4| 27 february 2014 Generation Spongebob
Most watched infographic 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 5| 27 february 2014 Generation Spongebob
bull Who are they What are they intobull How to engage with them
bull Their (digital) media consumption
Who are those kids
culture
learn
play
family
peersdevelopmentmedia
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 6| 27 february 2014 Generation Spongebob
bull Happiness is a lsquonormal statersquo for kidsMarketers who focus on the dissatisfied rebellious child will find it difficult to connect with the majority of kids tweens and their parents
bull Around the globe the most frequently cited sources of happiness were
What makes today kids happy Source The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 7| 27 february 2014 Generation Spongebob
When shown a list of 15 socially desirable values the top 5 things global kids (6-12) chose as ldquomost importantrdquo are
1 Being a happy family2 Having lots of friends3 Being a nice person4 Being smart5 Being rich
Source The Marketing Store
Their most important values
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 8| 27 february 2014 Generation Spongebob
ldquoGet rid of nuclear power generationrdquondashBoy 9 years Japan
ldquoThat the unemployment in my country would endrdquondashGirl 9 years Spain
ldquoFind a cure for cancerrdquondashGirl 11 years UK
ldquoHave freedom for all and world peacerdquondashBoy 8 years Brazil
ldquoWe would stop global warmingrdquondashGirl 10 years Poland
ldquoThat we could walk alone without it being dangerousrdquondashBoy 11 years Mexico
Source The Marketing Store
lsquoWhat would you wantrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 9| 27 february 2014 Generation Spongebob
RACECARS
Content some themes
FUTURE
PAST
BOYS amp GIRLS
FAMILY
HUMOR
TABOO SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 10| 27 february 2014 Generation Spongebob
bull The survey shows usage of electronic devices is very similar for girls and boys ndash the difference is generally as little as 1-2 Boys are more into gaming (handheld gaming devices and consoles) while music appeals more to girls But that gap is closing
bull Personal ownership of electronic devices shows a similar pattern bull Digital Activities Both girls and boys use the computer for a wide array of
activities especially entertainment (playing games and watching videos) Boys are not more sophisticated on the computer but they are more inclined to experiment with more functions on their mobile phones
The big holdout Traditional toys are still strongly genderedbull One place where we see significant gender differences is in traditional toys
There are still BIG differences in what toys kids like to play withmdashdespite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls
bull According to Hasbro research boys and girls play in a different way ndash Boys expect power and control in how they play (action customization power game
agains parents)ndash Girls are endless explorers in their play (varied play experiences identity seeking
pnder purchases with parents)
Source The Marketing Store
The gender gap is closing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 2| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 3| 27 february 2014 Generation Spongebob
Digital marketing spend to kids amp teens 2013
Nielsen
US
800 mio $
UK
200 mio $
Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 4| 27 february 2014 Generation Spongebob
Most watched infographic 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 5| 27 february 2014 Generation Spongebob
bull Who are they What are they intobull How to engage with them
bull Their (digital) media consumption
Who are those kids
culture
learn
play
family
peersdevelopmentmedia
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 6| 27 february 2014 Generation Spongebob
bull Happiness is a lsquonormal statersquo for kidsMarketers who focus on the dissatisfied rebellious child will find it difficult to connect with the majority of kids tweens and their parents
bull Around the globe the most frequently cited sources of happiness were
What makes today kids happy Source The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 7| 27 february 2014 Generation Spongebob
When shown a list of 15 socially desirable values the top 5 things global kids (6-12) chose as ldquomost importantrdquo are
1 Being a happy family2 Having lots of friends3 Being a nice person4 Being smart5 Being rich
Source The Marketing Store
Their most important values
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 8| 27 february 2014 Generation Spongebob
ldquoGet rid of nuclear power generationrdquondashBoy 9 years Japan
ldquoThat the unemployment in my country would endrdquondashGirl 9 years Spain
ldquoFind a cure for cancerrdquondashGirl 11 years UK
ldquoHave freedom for all and world peacerdquondashBoy 8 years Brazil
ldquoWe would stop global warmingrdquondashGirl 10 years Poland
ldquoThat we could walk alone without it being dangerousrdquondashBoy 11 years Mexico
Source The Marketing Store
lsquoWhat would you wantrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 9| 27 february 2014 Generation Spongebob
RACECARS
Content some themes
FUTURE
PAST
BOYS amp GIRLS
FAMILY
HUMOR
TABOO SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 10| 27 february 2014 Generation Spongebob
bull The survey shows usage of electronic devices is very similar for girls and boys ndash the difference is generally as little as 1-2 Boys are more into gaming (handheld gaming devices and consoles) while music appeals more to girls But that gap is closing
bull Personal ownership of electronic devices shows a similar pattern bull Digital Activities Both girls and boys use the computer for a wide array of
activities especially entertainment (playing games and watching videos) Boys are not more sophisticated on the computer but they are more inclined to experiment with more functions on their mobile phones
The big holdout Traditional toys are still strongly genderedbull One place where we see significant gender differences is in traditional toys
There are still BIG differences in what toys kids like to play withmdashdespite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls
bull According to Hasbro research boys and girls play in a different way ndash Boys expect power and control in how they play (action customization power game
agains parents)ndash Girls are endless explorers in their play (varied play experiences identity seeking
pnder purchases with parents)
Source The Marketing Store
The gender gap is closing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 3| 27 february 2014 Generation Spongebob
Digital marketing spend to kids amp teens 2013
Nielsen
US
800 mio $
UK
200 mio $
Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 4| 27 february 2014 Generation Spongebob
Most watched infographic 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 5| 27 february 2014 Generation Spongebob
bull Who are they What are they intobull How to engage with them
bull Their (digital) media consumption
Who are those kids
culture
learn
play
family
peersdevelopmentmedia
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 6| 27 february 2014 Generation Spongebob
bull Happiness is a lsquonormal statersquo for kidsMarketers who focus on the dissatisfied rebellious child will find it difficult to connect with the majority of kids tweens and their parents
bull Around the globe the most frequently cited sources of happiness were
What makes today kids happy Source The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 7| 27 february 2014 Generation Spongebob
When shown a list of 15 socially desirable values the top 5 things global kids (6-12) chose as ldquomost importantrdquo are
1 Being a happy family2 Having lots of friends3 Being a nice person4 Being smart5 Being rich
Source The Marketing Store
Their most important values
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 8| 27 february 2014 Generation Spongebob
ldquoGet rid of nuclear power generationrdquondashBoy 9 years Japan
ldquoThat the unemployment in my country would endrdquondashGirl 9 years Spain
ldquoFind a cure for cancerrdquondashGirl 11 years UK
ldquoHave freedom for all and world peacerdquondashBoy 8 years Brazil
ldquoWe would stop global warmingrdquondashGirl 10 years Poland
ldquoThat we could walk alone without it being dangerousrdquondashBoy 11 years Mexico
Source The Marketing Store
lsquoWhat would you wantrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 9| 27 february 2014 Generation Spongebob
RACECARS
Content some themes
FUTURE
PAST
BOYS amp GIRLS
FAMILY
HUMOR
TABOO SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 10| 27 february 2014 Generation Spongebob
bull The survey shows usage of electronic devices is very similar for girls and boys ndash the difference is generally as little as 1-2 Boys are more into gaming (handheld gaming devices and consoles) while music appeals more to girls But that gap is closing
bull Personal ownership of electronic devices shows a similar pattern bull Digital Activities Both girls and boys use the computer for a wide array of
activities especially entertainment (playing games and watching videos) Boys are not more sophisticated on the computer but they are more inclined to experiment with more functions on their mobile phones
The big holdout Traditional toys are still strongly genderedbull One place where we see significant gender differences is in traditional toys
There are still BIG differences in what toys kids like to play withmdashdespite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls
bull According to Hasbro research boys and girls play in a different way ndash Boys expect power and control in how they play (action customization power game
agains parents)ndash Girls are endless explorers in their play (varied play experiences identity seeking
pnder purchases with parents)
Source The Marketing Store
The gender gap is closing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 4| 27 february 2014 Generation Spongebob
Most watched infographic 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 5| 27 february 2014 Generation Spongebob
bull Who are they What are they intobull How to engage with them
bull Their (digital) media consumption
Who are those kids
culture
learn
play
family
peersdevelopmentmedia
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 6| 27 february 2014 Generation Spongebob
bull Happiness is a lsquonormal statersquo for kidsMarketers who focus on the dissatisfied rebellious child will find it difficult to connect with the majority of kids tweens and their parents
bull Around the globe the most frequently cited sources of happiness were
What makes today kids happy Source The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 7| 27 february 2014 Generation Spongebob
When shown a list of 15 socially desirable values the top 5 things global kids (6-12) chose as ldquomost importantrdquo are
1 Being a happy family2 Having lots of friends3 Being a nice person4 Being smart5 Being rich
Source The Marketing Store
Their most important values
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 8| 27 february 2014 Generation Spongebob
ldquoGet rid of nuclear power generationrdquondashBoy 9 years Japan
ldquoThat the unemployment in my country would endrdquondashGirl 9 years Spain
ldquoFind a cure for cancerrdquondashGirl 11 years UK
ldquoHave freedom for all and world peacerdquondashBoy 8 years Brazil
ldquoWe would stop global warmingrdquondashGirl 10 years Poland
ldquoThat we could walk alone without it being dangerousrdquondashBoy 11 years Mexico
Source The Marketing Store
lsquoWhat would you wantrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 9| 27 february 2014 Generation Spongebob
RACECARS
Content some themes
FUTURE
PAST
BOYS amp GIRLS
FAMILY
HUMOR
TABOO SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 10| 27 february 2014 Generation Spongebob
bull The survey shows usage of electronic devices is very similar for girls and boys ndash the difference is generally as little as 1-2 Boys are more into gaming (handheld gaming devices and consoles) while music appeals more to girls But that gap is closing
bull Personal ownership of electronic devices shows a similar pattern bull Digital Activities Both girls and boys use the computer for a wide array of
activities especially entertainment (playing games and watching videos) Boys are not more sophisticated on the computer but they are more inclined to experiment with more functions on their mobile phones
The big holdout Traditional toys are still strongly genderedbull One place where we see significant gender differences is in traditional toys
There are still BIG differences in what toys kids like to play withmdashdespite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls
bull According to Hasbro research boys and girls play in a different way ndash Boys expect power and control in how they play (action customization power game
agains parents)ndash Girls are endless explorers in their play (varied play experiences identity seeking
pnder purchases with parents)
Source The Marketing Store
The gender gap is closing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 5| 27 february 2014 Generation Spongebob
bull Who are they What are they intobull How to engage with them
bull Their (digital) media consumption
Who are those kids
culture
learn
play
family
peersdevelopmentmedia
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 6| 27 february 2014 Generation Spongebob
bull Happiness is a lsquonormal statersquo for kidsMarketers who focus on the dissatisfied rebellious child will find it difficult to connect with the majority of kids tweens and their parents
bull Around the globe the most frequently cited sources of happiness were
What makes today kids happy Source The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 7| 27 february 2014 Generation Spongebob
When shown a list of 15 socially desirable values the top 5 things global kids (6-12) chose as ldquomost importantrdquo are
1 Being a happy family2 Having lots of friends3 Being a nice person4 Being smart5 Being rich
Source The Marketing Store
Their most important values
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 8| 27 february 2014 Generation Spongebob
ldquoGet rid of nuclear power generationrdquondashBoy 9 years Japan
ldquoThat the unemployment in my country would endrdquondashGirl 9 years Spain
ldquoFind a cure for cancerrdquondashGirl 11 years UK
ldquoHave freedom for all and world peacerdquondashBoy 8 years Brazil
ldquoWe would stop global warmingrdquondashGirl 10 years Poland
ldquoThat we could walk alone without it being dangerousrdquondashBoy 11 years Mexico
Source The Marketing Store
lsquoWhat would you wantrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 9| 27 february 2014 Generation Spongebob
RACECARS
Content some themes
FUTURE
PAST
BOYS amp GIRLS
FAMILY
HUMOR
TABOO SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 10| 27 february 2014 Generation Spongebob
bull The survey shows usage of electronic devices is very similar for girls and boys ndash the difference is generally as little as 1-2 Boys are more into gaming (handheld gaming devices and consoles) while music appeals more to girls But that gap is closing
bull Personal ownership of electronic devices shows a similar pattern bull Digital Activities Both girls and boys use the computer for a wide array of
activities especially entertainment (playing games and watching videos) Boys are not more sophisticated on the computer but they are more inclined to experiment with more functions on their mobile phones
The big holdout Traditional toys are still strongly genderedbull One place where we see significant gender differences is in traditional toys
There are still BIG differences in what toys kids like to play withmdashdespite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls
bull According to Hasbro research boys and girls play in a different way ndash Boys expect power and control in how they play (action customization power game
agains parents)ndash Girls are endless explorers in their play (varied play experiences identity seeking
pnder purchases with parents)
Source The Marketing Store
The gender gap is closing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 6| 27 february 2014 Generation Spongebob
bull Happiness is a lsquonormal statersquo for kidsMarketers who focus on the dissatisfied rebellious child will find it difficult to connect with the majority of kids tweens and their parents
bull Around the globe the most frequently cited sources of happiness were
What makes today kids happy Source The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 7| 27 february 2014 Generation Spongebob
When shown a list of 15 socially desirable values the top 5 things global kids (6-12) chose as ldquomost importantrdquo are
1 Being a happy family2 Having lots of friends3 Being a nice person4 Being smart5 Being rich
Source The Marketing Store
Their most important values
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 8| 27 february 2014 Generation Spongebob
ldquoGet rid of nuclear power generationrdquondashBoy 9 years Japan
ldquoThat the unemployment in my country would endrdquondashGirl 9 years Spain
ldquoFind a cure for cancerrdquondashGirl 11 years UK
ldquoHave freedom for all and world peacerdquondashBoy 8 years Brazil
ldquoWe would stop global warmingrdquondashGirl 10 years Poland
ldquoThat we could walk alone without it being dangerousrdquondashBoy 11 years Mexico
Source The Marketing Store
lsquoWhat would you wantrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 9| 27 february 2014 Generation Spongebob
RACECARS
Content some themes
FUTURE
PAST
BOYS amp GIRLS
FAMILY
HUMOR
TABOO SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 10| 27 february 2014 Generation Spongebob
bull The survey shows usage of electronic devices is very similar for girls and boys ndash the difference is generally as little as 1-2 Boys are more into gaming (handheld gaming devices and consoles) while music appeals more to girls But that gap is closing
bull Personal ownership of electronic devices shows a similar pattern bull Digital Activities Both girls and boys use the computer for a wide array of
activities especially entertainment (playing games and watching videos) Boys are not more sophisticated on the computer but they are more inclined to experiment with more functions on their mobile phones
The big holdout Traditional toys are still strongly genderedbull One place where we see significant gender differences is in traditional toys
There are still BIG differences in what toys kids like to play withmdashdespite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls
bull According to Hasbro research boys and girls play in a different way ndash Boys expect power and control in how they play (action customization power game
agains parents)ndash Girls are endless explorers in their play (varied play experiences identity seeking
pnder purchases with parents)
Source The Marketing Store
The gender gap is closing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 7| 27 february 2014 Generation Spongebob
When shown a list of 15 socially desirable values the top 5 things global kids (6-12) chose as ldquomost importantrdquo are
1 Being a happy family2 Having lots of friends3 Being a nice person4 Being smart5 Being rich
Source The Marketing Store
Their most important values
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 8| 27 february 2014 Generation Spongebob
ldquoGet rid of nuclear power generationrdquondashBoy 9 years Japan
ldquoThat the unemployment in my country would endrdquondashGirl 9 years Spain
ldquoFind a cure for cancerrdquondashGirl 11 years UK
ldquoHave freedom for all and world peacerdquondashBoy 8 years Brazil
ldquoWe would stop global warmingrdquondashGirl 10 years Poland
ldquoThat we could walk alone without it being dangerousrdquondashBoy 11 years Mexico
Source The Marketing Store
lsquoWhat would you wantrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 9| 27 february 2014 Generation Spongebob
RACECARS
Content some themes
FUTURE
PAST
BOYS amp GIRLS
FAMILY
HUMOR
TABOO SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 10| 27 february 2014 Generation Spongebob
bull The survey shows usage of electronic devices is very similar for girls and boys ndash the difference is generally as little as 1-2 Boys are more into gaming (handheld gaming devices and consoles) while music appeals more to girls But that gap is closing
bull Personal ownership of electronic devices shows a similar pattern bull Digital Activities Both girls and boys use the computer for a wide array of
activities especially entertainment (playing games and watching videos) Boys are not more sophisticated on the computer but they are more inclined to experiment with more functions on their mobile phones
The big holdout Traditional toys are still strongly genderedbull One place where we see significant gender differences is in traditional toys
There are still BIG differences in what toys kids like to play withmdashdespite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls
bull According to Hasbro research boys and girls play in a different way ndash Boys expect power and control in how they play (action customization power game
agains parents)ndash Girls are endless explorers in their play (varied play experiences identity seeking
pnder purchases with parents)
Source The Marketing Store
The gender gap is closing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 8| 27 february 2014 Generation Spongebob
ldquoGet rid of nuclear power generationrdquondashBoy 9 years Japan
ldquoThat the unemployment in my country would endrdquondashGirl 9 years Spain
ldquoFind a cure for cancerrdquondashGirl 11 years UK
ldquoHave freedom for all and world peacerdquondashBoy 8 years Brazil
ldquoWe would stop global warmingrdquondashGirl 10 years Poland
ldquoThat we could walk alone without it being dangerousrdquondashBoy 11 years Mexico
Source The Marketing Store
lsquoWhat would you wantrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 9| 27 february 2014 Generation Spongebob
RACECARS
Content some themes
FUTURE
PAST
BOYS amp GIRLS
FAMILY
HUMOR
TABOO SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 10| 27 february 2014 Generation Spongebob
bull The survey shows usage of electronic devices is very similar for girls and boys ndash the difference is generally as little as 1-2 Boys are more into gaming (handheld gaming devices and consoles) while music appeals more to girls But that gap is closing
bull Personal ownership of electronic devices shows a similar pattern bull Digital Activities Both girls and boys use the computer for a wide array of
activities especially entertainment (playing games and watching videos) Boys are not more sophisticated on the computer but they are more inclined to experiment with more functions on their mobile phones
The big holdout Traditional toys are still strongly genderedbull One place where we see significant gender differences is in traditional toys
There are still BIG differences in what toys kids like to play withmdashdespite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls
bull According to Hasbro research boys and girls play in a different way ndash Boys expect power and control in how they play (action customization power game
agains parents)ndash Girls are endless explorers in their play (varied play experiences identity seeking
pnder purchases with parents)
Source The Marketing Store
The gender gap is closing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 9| 27 february 2014 Generation Spongebob
RACECARS
Content some themes
FUTURE
PAST
BOYS amp GIRLS
FAMILY
HUMOR
TABOO SCATOLOGY
MAGIC
DANGER ADVENTURE
OUTER SPACE
POP STARS
OCEAN
DINOSCELEBRITIES
FASHION
PIRATES
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 10| 27 february 2014 Generation Spongebob
bull The survey shows usage of electronic devices is very similar for girls and boys ndash the difference is generally as little as 1-2 Boys are more into gaming (handheld gaming devices and consoles) while music appeals more to girls But that gap is closing
bull Personal ownership of electronic devices shows a similar pattern bull Digital Activities Both girls and boys use the computer for a wide array of
activities especially entertainment (playing games and watching videos) Boys are not more sophisticated on the computer but they are more inclined to experiment with more functions on their mobile phones
The big holdout Traditional toys are still strongly genderedbull One place where we see significant gender differences is in traditional toys
There are still BIG differences in what toys kids like to play withmdashdespite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls
bull According to Hasbro research boys and girls play in a different way ndash Boys expect power and control in how they play (action customization power game
agains parents)ndash Girls are endless explorers in their play (varied play experiences identity seeking
pnder purchases with parents)
Source The Marketing Store
The gender gap is closing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 10| 27 february 2014 Generation Spongebob
bull The survey shows usage of electronic devices is very similar for girls and boys ndash the difference is generally as little as 1-2 Boys are more into gaming (handheld gaming devices and consoles) while music appeals more to girls But that gap is closing
bull Personal ownership of electronic devices shows a similar pattern bull Digital Activities Both girls and boys use the computer for a wide array of
activities especially entertainment (playing games and watching videos) Boys are not more sophisticated on the computer but they are more inclined to experiment with more functions on their mobile phones
The big holdout Traditional toys are still strongly genderedbull One place where we see significant gender differences is in traditional toys
There are still BIG differences in what toys kids like to play withmdashdespite all the moms who have thrust baby dolls at their boys and Hot Wheels at their girls
bull According to Hasbro research boys and girls play in a different way ndash Boys expect power and control in how they play (action customization power game
agains parents)ndash Girls are endless explorers in their play (varied play experiences identity seeking
pnder purchases with parents)
Source The Marketing Store
The gender gap is closing
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 11| 27 february 2014 Generation Spongebob
bull Parents encourage gender neutral play for girls but not for boys The trucks are given to the girls but the dolls not to the boys
bull Play preferences of the kids reflect stereotypes
Kids who engage in type of play at least fairly regularly
Play amp gender in Belgium
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 12| 27 february 2014 Generation Spongebob
Global Kidsrsquo Top 10 Favorite activitiesSource The Marketing Store Jan 2013
Play videocomputer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor activities (eg hiking)
Reading
27
24
21
15
15
15
14
14
11
11
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 13| 27 february 2014 Generation Spongebob
See study of OIVO (Onderzoeks- en informatiecentrum van de Verbruikersorganisaties) 2011bull Growth over the last yearsbull Growth with age from 21euromonth at 10 to 28 euro month at
12bull More than half save it at home (57) Another 30 saves it
at the bank account The younger the more they save the money
bull Spending on food amp snacks (40) clothing (38) videogames (27 - growing with the age) going out (11) cosmetics (9)
The big question is of course also lsquoWhat do they get on top of this (bigger amounts) at their requestrsquo And how big is their influence
Kids and (pocket) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 14| 27 february 2014 Generation Spongebob
Data from 2009 (OIVO)bull 32 of kids regularly do the household purchasesbull 83 of kids say they regularly go to the shop
(average 28 times a week)bull 63 of kids put products in the shopping basket
when they go shopping with their parentsndash Candy chocolate (75)ndash Drinks (32)ndash Cereals (22)ndash Cosmetics (14)ndash Fruit (14)ndash Videogames (7)ndash Clothing (6)
bull 64 of kids propose things to buy while in the shop
Kids and (mumrsquos) money
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 15| 27 february 2014 Generation Spongebob
Brain development
Identify brands
Boys and girls
Not be childish
Development 6 ndash 8
Between 6 to 8 years old the left hemisphere of the brain starts to develop more than the right one It directs itself away from the pure fantasy into the lsquoreal worldrsquo the child gets an aversion of everything that could be lsquochildishrsquo and girls and boys difference gets more and more evident
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 16| 27 february 2014 Generation Spongebob
Brand loyalty
Social influence
Neurological growth
Development 8 ndash 11
bull Starting from 8 years children start really looking at brands and develop a brand loyalty which can last until the end of his life He also starts taking more and more in account the behavior of his friends
bull Approaching 12 years their brain starts evolving towards the adolescent stage which will change their life completely But attention at this age their attention curve is still much shorter than the curve of an adult
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 17| 27 february 2014 Generation Spongebob
Kids amp usability
See httpwwwdreammachinebeblogdigital-usability-for-kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 18| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 19| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 20| 27 february 2014 Generation Spongebob
bull HIGH VERBAL CONTENT narratives jokes other verbal play
bull HIGH VERBAL AND MUSICAL CONTENT songs amp rhymes
bull HIGH PHYSICAL AND HIGH VERBAL ANDOR MUSICAL CONTENT clapping skipping singing games dancing singing with moves counting out rhymes
bull HIGH IMAGINATIVE CONTENT ndash Fantasy play
ndash Socio-dramatic play
ndash With playthings
bull HIGH PHYSICAL CONTENTndash Without playthings
ndash With playthings
ndash Body play
Play patterns Example classification of games and play at school playtime
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 21| 27 february 2014 Generation Spongebob
There is no revolution in play
Be a heroPretend to save the worldBattle and competitionImaginative characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 22| 27 february 2014 Generation Spongebob
Digital does not revolutionize play
Lego Minecraft
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 23| 27 february 2014 Generation Spongebob
bull 87 of Belgian parents find ldquoplay that gets my child to be social and interact or communicate with othersrdquo important
bull 78 of parents think their kid plays just the right amount (50 of kids feel they donrsquot play enough)
bull For Belgian kids play is all about lsquoFUNrsquobull For parents itrsquos about purpose (only for 51 of Walloon parents itrsquos about FUN vs 85 of
Flemish parents)bull For Walloon parents educational play is lacking most For Flemish parents outdoor play is
lacking mostbull The need to play together and the lack of that is felt most in the south part (725 against
445)bull 26 of kids play most often alonebull Parents encourage gender neutral play for girls but not for boys The trucks are given to
the girls but the dolls not to the boys
Parents amp their perception of play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 24| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 25| 27 february 2014 Generation Spongebob
bull Outdoor play decreasing from 82 at 2-5 to still 57 of 9-12 kids would lsquoalways play outside if they couldrdquo But they canrsquot
bull Playing together is perceived as super-importantbull Parents mainly see the following purposes in play
release energy relax problem-solving creative purely fun social age appropriate activephysical (outdoor) challenging the child learn something imaginative nurturingcaring collaborative
With the orange circle = what they feel lacks most here are your big opportunities educational play physical play imaginative play
Opportunities lack in play
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 26| 27 february 2014 Generation Spongebob
Similar results from Leapfrog research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 27| 27 february 2014 Generation Spongebob
Percent of kids who own their gaming tabletSource GameByte research
US UK FR DE AU
36
4943
28 30
19
28
3
10
27 Android TabletiPad
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 28| 27 february 2014 Generation Spongebob
Top Kids F2PMMO PC Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 29| 27 february 2014 Generation Spongebob
They guaranteebull Interaction with your brandbull Fun amp positive exposure of your brandbull Repetition of exposure bull Long attention towards your brand
Address the child in an adapted waybull Put the child centralbull Reward him as often as you canbull Let him win as many easy levels as possiblebull Let him compete with his pears
Games
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 30| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 31| 27 february 2014 Generation Spongebob
Think like a child
A stick is a toy
Rely on research with kids
bull Which child Make it age appropriate
bull lsquoIrsquom 45rsquo Researchbull Grow with the child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 32| 27 february 2014 Generation Spongebob
Really really scary
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 33| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 34| 27 february 2014 Generation Spongebob
Create a story (play)
606mio views on his channels
lsquostoryfyingrsquo games
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 35| 27 february 2014 Generation Spongebob
Create a story (learn)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 36| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 37| 27 february 2014 Generation Spongebob
bull Device and technological gimmics = transparentbull Hundreds of devicesbull 50 types of kids tabletsbull Kids do love technology BUT in the end itrsquos about the
content lsquoWatch mersquo-toys are rejected
Donrsquot count on bells and whistles
Number 1 criteria for parents chosing a tablet = educational content available on it
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 38| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 39| 27 february 2014 Generation Spongebob
TRANSMEDIA APPROACH
bull The content is the fill rouge to their experience with your brand
bull They expect continuity and consistency through all media
bull Kids also copy elements of digital play into their traditional play experience Eg lsquoPlay Moshi Monstersrsquo
bull In hybrid products (digital + physical toys) such as Skylanders except for the youngest ones the digital part of it gets the most importance
Tear down the walls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 40| 27 february 2014 Generation Spongebob
bull Think transmedia + video (-IP) + content is king = key to success
bull Content movie IPbull Transmedia games playable on all sorts of devices
Example LEGO losses 1998 ndash 2004bull Partnership with Warner Brothersbull Extension of products to electronic gaming and
other mediabull Lego the movie (Batman)bull Taking movie property to play and then making
again a movie out of that of which then again they created play
Lego recovered its position
Key to success
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 41| 27 february 2014 Generation Spongebob
bull Physical objects such as devices have less importance for kids That doesnrsquot have meaning and for them value = meaning This explains the success of excessively expensive mini-figurines on the lsquoparallel marketrsquo (no lsquophysicalrsquo value)
bull Success of SnapChat with kids
Love for the virtual and the ephemere
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 42| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 43| 27 february 2014 Generation Spongebob
Let there be fun humour + music
Humour as an escape from busy kidsrsquo lifes
Humour has become the kidsrsquo language
Need for shareable jokes
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 44| 27 february 2014 Generation Spongebob
Music bands amp peers
Club Penguin Music Videos
(lsquoProdusersrsquo-society lsquoMaker movementrsquo)
Click on the image to play the video on Youtube
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 45| 27 february 2014 Generation Spongebob
Typical user journeys on YouTube
Source Dubit research
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 46| 27 february 2014 Generation Spongebob
Example of educational app integrating humour and music
Source JIBJABClick on the image to play the video
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 47| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 48| 27 february 2014 Generation Spongebob
bull Kids look up to older kids bull Digital marketing target kids of 2 to 3 years
olderbull They love to imitate the adult world bull This intensifies the boy-girl contrast at the tween
agebull BUT younger kids do NOT want to be older
While they may desire to have some things that older kids have and to lsquoplay olderrdquo they are very happy being their age ldquoBrands should celebrate childhood rather than pushing them to ldquogrow uprdquo Give kids the opportunity to stay younger longer by encouraging activities that allow them to be (and act) their agerdquo (The Marketing Store)
KAGOY kids are growing old younger
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 49| 27 february 2014 Generation Spongebob
bull Kids share contentndash At the playgroundndash Facebookndash Also Instagram Youtube (lesser degree)
bull Early adopter kids 15 (adopt new things immediately) Slightly more boys than girls Slightly more 11-13 than 8-10
bull 31 of them own a tablet 27 own a computer 26 a smartphonebull Early adopters find content more often than other kids through social media cinema
magazines blogs forumsbull What influences early adopters friends tv ads in app ads celebrities tvbull This can work negatively Eg lsquoWhat Google+ did to Youtube they got all their stuff
movedrsquobull Tips
ndash Focus on creative content ndash Speak their language ndash Check with them what their language is ndash Adapt to the medium ndash Follow up the process
Early adopter marketingSource Dubit Jan 2014
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 50| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 51| 27 february 2014 Generation Spongebob
Can we fix it
bull Humpty Dumty had a great fall ldquoCan we fix itrdquo
bull Kids expect digital media to be more engaging than passive reading
(test situation)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 52| 27 february 2014 Generation Spongebob
The maker movement
bull Success of Scratchbull Apps to lsquoprogrammersquo games
apps from preschooler agebull Toontastic
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 53| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 54| 27 february 2014 Generation Spongebob
Characters are their best friends
bull Characters work They are friends throughout the day of the child
bull Pick characters carefully They are no random choices
bull Some characters are like oil amp water and kids donrsquot want to see them together You have to make a bold choice
bull Characters create consumer markets in the same way that brands do and the two interact in dynamic ways through brands that incorporate a number of characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 55| 27 february 2014 Generation Spongebob
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
RaymanRabbids
55
51
42
40
39
37
37
34
32
32
30
29
24
Interest in Smart Toys IP amongst US kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 56| 27 february 2014 Generation Spongebob
AgendaThe new kids generation Z
Mums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 48| 27 february 2014 Generation Spongebob
bull Kids look up to older kids bull Digital marketing target kids of 2 to 3 years
olderbull They love to imitate the adult world bull This intensifies the boy-girl contrast at the tween
agebull BUT younger kids do NOT want to be older
While they may desire to have some things that older kids have and to lsquoplay olderrdquo they are very happy being their age ldquoBrands should celebrate childhood rather than pushing them to ldquogrow uprdquo Give kids the opportunity to stay younger longer by encouraging activities that allow them to be (and act) their agerdquo (The Marketing Store)
KAGOY kids are growing old younger
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 49| 27 february 2014 Generation Spongebob
bull Kids share contentndash At the playgroundndash Facebookndash Also Instagram Youtube (lesser degree)
bull Early adopter kids 15 (adopt new things immediately) Slightly more boys than girls Slightly more 11-13 than 8-10
bull 31 of them own a tablet 27 own a computer 26 a smartphonebull Early adopters find content more often than other kids through social media cinema
magazines blogs forumsbull What influences early adopters friends tv ads in app ads celebrities tvbull This can work negatively Eg lsquoWhat Google+ did to Youtube they got all their stuff
movedrsquobull Tips
ndash Focus on creative content ndash Speak their language ndash Check with them what their language is ndash Adapt to the medium ndash Follow up the process
Early adopter marketingSource Dubit Jan 2014
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 50| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 51| 27 february 2014 Generation Spongebob
Can we fix it
bull Humpty Dumty had a great fall ldquoCan we fix itrdquo
bull Kids expect digital media to be more engaging than passive reading
(test situation)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 52| 27 february 2014 Generation Spongebob
The maker movement
bull Success of Scratchbull Apps to lsquoprogrammersquo games
apps from preschooler agebull Toontastic
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 53| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 54| 27 february 2014 Generation Spongebob
Characters are their best friends
bull Characters work They are friends throughout the day of the child
bull Pick characters carefully They are no random choices
bull Some characters are like oil amp water and kids donrsquot want to see them together You have to make a bold choice
bull Characters create consumer markets in the same way that brands do and the two interact in dynamic ways through brands that incorporate a number of characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 55| 27 february 2014 Generation Spongebob
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
RaymanRabbids
55
51
42
40
39
37
37
34
32
32
30
29
24
Interest in Smart Toys IP amongst US kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 56| 27 february 2014 Generation Spongebob
AgendaThe new kids generation Z
Mums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 49| 27 february 2014 Generation Spongebob
bull Kids share contentndash At the playgroundndash Facebookndash Also Instagram Youtube (lesser degree)
bull Early adopter kids 15 (adopt new things immediately) Slightly more boys than girls Slightly more 11-13 than 8-10
bull 31 of them own a tablet 27 own a computer 26 a smartphonebull Early adopters find content more often than other kids through social media cinema
magazines blogs forumsbull What influences early adopters friends tv ads in app ads celebrities tvbull This can work negatively Eg lsquoWhat Google+ did to Youtube they got all their stuff
movedrsquobull Tips
ndash Focus on creative content ndash Speak their language ndash Check with them what their language is ndash Adapt to the medium ndash Follow up the process
Early adopter marketingSource Dubit Jan 2014
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 50| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 51| 27 february 2014 Generation Spongebob
Can we fix it
bull Humpty Dumty had a great fall ldquoCan we fix itrdquo
bull Kids expect digital media to be more engaging than passive reading
(test situation)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 52| 27 february 2014 Generation Spongebob
The maker movement
bull Success of Scratchbull Apps to lsquoprogrammersquo games
apps from preschooler agebull Toontastic
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 53| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 54| 27 february 2014 Generation Spongebob
Characters are their best friends
bull Characters work They are friends throughout the day of the child
bull Pick characters carefully They are no random choices
bull Some characters are like oil amp water and kids donrsquot want to see them together You have to make a bold choice
bull Characters create consumer markets in the same way that brands do and the two interact in dynamic ways through brands that incorporate a number of characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 55| 27 february 2014 Generation Spongebob
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
RaymanRabbids
55
51
42
40
39
37
37
34
32
32
30
29
24
Interest in Smart Toys IP amongst US kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 56| 27 february 2014 Generation Spongebob
AgendaThe new kids generation Z
Mums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 50| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 51| 27 february 2014 Generation Spongebob
Can we fix it
bull Humpty Dumty had a great fall ldquoCan we fix itrdquo
bull Kids expect digital media to be more engaging than passive reading
(test situation)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 52| 27 february 2014 Generation Spongebob
The maker movement
bull Success of Scratchbull Apps to lsquoprogrammersquo games
apps from preschooler agebull Toontastic
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 53| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 54| 27 february 2014 Generation Spongebob
Characters are their best friends
bull Characters work They are friends throughout the day of the child
bull Pick characters carefully They are no random choices
bull Some characters are like oil amp water and kids donrsquot want to see them together You have to make a bold choice
bull Characters create consumer markets in the same way that brands do and the two interact in dynamic ways through brands that incorporate a number of characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 55| 27 february 2014 Generation Spongebob
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
RaymanRabbids
55
51
42
40
39
37
37
34
32
32
30
29
24
Interest in Smart Toys IP amongst US kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 56| 27 february 2014 Generation Spongebob
AgendaThe new kids generation Z
Mums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 51| 27 february 2014 Generation Spongebob
Can we fix it
bull Humpty Dumty had a great fall ldquoCan we fix itrdquo
bull Kids expect digital media to be more engaging than passive reading
(test situation)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 52| 27 february 2014 Generation Spongebob
The maker movement
bull Success of Scratchbull Apps to lsquoprogrammersquo games
apps from preschooler agebull Toontastic
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 53| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 54| 27 february 2014 Generation Spongebob
Characters are their best friends
bull Characters work They are friends throughout the day of the child
bull Pick characters carefully They are no random choices
bull Some characters are like oil amp water and kids donrsquot want to see them together You have to make a bold choice
bull Characters create consumer markets in the same way that brands do and the two interact in dynamic ways through brands that incorporate a number of characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 55| 27 february 2014 Generation Spongebob
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
RaymanRabbids
55
51
42
40
39
37
37
34
32
32
30
29
24
Interest in Smart Toys IP amongst US kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 56| 27 february 2014 Generation Spongebob
AgendaThe new kids generation Z
Mums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 52| 27 february 2014 Generation Spongebob
The maker movement
bull Success of Scratchbull Apps to lsquoprogrammersquo games
apps from preschooler agebull Toontastic
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 53| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 54| 27 february 2014 Generation Spongebob
Characters are their best friends
bull Characters work They are friends throughout the day of the child
bull Pick characters carefully They are no random choices
bull Some characters are like oil amp water and kids donrsquot want to see them together You have to make a bold choice
bull Characters create consumer markets in the same way that brands do and the two interact in dynamic ways through brands that incorporate a number of characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 55| 27 february 2014 Generation Spongebob
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
RaymanRabbids
55
51
42
40
39
37
37
34
32
32
30
29
24
Interest in Smart Toys IP amongst US kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 56| 27 february 2014 Generation Spongebob
AgendaThe new kids generation Z
Mums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 53| 27 february 2014 Generation Spongebob
bull Leverage the power of play Play is timelessbull Think like a childbull Create a storybull Donrsquot count on bells and whistlesbull Tear down the wallsbull Let there be funbull Engage with whom they look up tobull Empower them theyrsquore the lsquomaker generationrsquobull Characters are their best friends
How to engage
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 54| 27 february 2014 Generation Spongebob
Characters are their best friends
bull Characters work They are friends throughout the day of the child
bull Pick characters carefully They are no random choices
bull Some characters are like oil amp water and kids donrsquot want to see them together You have to make a bold choice
bull Characters create consumer markets in the same way that brands do and the two interact in dynamic ways through brands that incorporate a number of characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 55| 27 february 2014 Generation Spongebob
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
RaymanRabbids
55
51
42
40
39
37
37
34
32
32
30
29
24
Interest in Smart Toys IP amongst US kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 56| 27 february 2014 Generation Spongebob
AgendaThe new kids generation Z
Mums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 54| 27 february 2014 Generation Spongebob
Characters are their best friends
bull Characters work They are friends throughout the day of the child
bull Pick characters carefully They are no random choices
bull Some characters are like oil amp water and kids donrsquot want to see them together You have to make a bold choice
bull Characters create consumer markets in the same way that brands do and the two interact in dynamic ways through brands that incorporate a number of characters
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 55| 27 february 2014 Generation Spongebob
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
RaymanRabbids
55
51
42
40
39
37
37
34
32
32
30
29
24
Interest in Smart Toys IP amongst US kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 56| 27 february 2014 Generation Spongebob
AgendaThe new kids generation Z
Mums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 55| 27 february 2014 Generation Spongebob
Mario
Disney
Skylanders (including owners)
Avengers
Star Wars
Batman
Harry Potter
X-Men
Pokemon Rumbie U
American Girl Doll
Barbie
Moshi Monsters
RaymanRabbids
55
51
42
40
39
37
37
34
32
32
30
29
24
Interest in Smart Toys IP amongst US kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 56| 27 february 2014 Generation Spongebob
AgendaThe new kids generation Z
Mums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 56| 27 february 2014 Generation Spongebob
AgendaThe new kids generation Z
Mums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 57| 27 february 2014 Generation Spongebob
bull Enormous amount of literaturebull Try to picture mindset more than to go into detailbull Exaggerating to show the global tendencies
Mums huge terrain
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 58| 27 february 2014 Generation Spongebob
Looking at mums ordered by their own age
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 59| 27 february 2014 Generation Spongebob
bull Age of the child is far more important than age of the parents for lsquothe type of mother you arersquo
bull Important differences between generationsndash Importance of her own youth projection on their own children brands products
toyshellipndash Different values amp key moments Woodstock Tsjernobil Berlin Wall amp end of the Cold
War Turn of the Centuryhellipndash Different economic amp technological background
Every mum once was a child
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 60| 27 february 2014 Generation Spongebob
bull Money for valuebull Imitate the majority of the younger momsbull Most nostalgic of them all want to recreate their own childhood memories for
their own childrenbull Will soon become empty nesters
Babyboomer mums (lt1965) Endangered species
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 61| 27 february 2014 Generation Spongebob
bull Their own youthndash Latch key generation
bull Presentndash They often want to forget their own unstable childhoodndash Many divorced single mumsndash Want a stable life for their kids and for themselves with or without a
manndash Friend with mum and kids
bull Characterndash Individuality many kind of mums (eg yoga mum eco mum)ndash Expect marketing to appeal to their multisensory communication
behaviorndash Want to spend for enriching experiences that will create family
memories like unique or adventurous travel
Gen X mums (1965-1980) real answers to real-life challenges
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 62| 27 february 2014 Generation Spongebob
bull These are the preschooler mumsbull Had a prosperous youthbull They want to make the world a better place to live
save the world from the damage done by previous generations
bull More world-centric than family-centricbull Move and operate in groupsbull Style of parenting lsquoget on the floor and playrsquobull Ephemere lifestylebull Advertising strong capacity to filter and select
what fits their lifestyle
Gen Y mums (1980-2000) lsquoGet on the floor and playrsquo
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 63| 27 february 2014 Generation Spongebob
Looking at mumsordered by the age of their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 64| 27 february 2014 Generation Spongebob
- In general Strong division between mum at home and working mom- working mom has REALLY no time- Pester power working moms are more sensible
- Food very important- Food must be healthy- Working moms have no time to prepare =gt restaurants
- Safety mainly physical safety is important- Sports Importance of physical exercise for the mums themselves- Communicationinternet
- mainly important for mothers- keep up with peers- Search information
- For children Entertainment amp education (will stay like that in the next years)
- Clothing mum wants- to be contemporary- Camouflage weight gain
Preschool mums food safety amp health
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 65| 27 february 2014 Generation Spongebob
- Food- Children are away during daytime =gt no control what they eat
=gt importance of dinner- Children start buying their own sweets amp candy
- Sports (may) get a family lifestyle- Education school- Safety attention goes to cyber safety and sports safety- Communicationinternet
- Lifeline between child and mother- Way of communication to peers by child
- Clothing- Child should be presentable at school- Mum wants to be contemporary amp professional
Elementary schoolchildrens mums|sports and education
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 66| 27 february 2014 Generation Spongebob
bull Generalndash Most mums are working againndash Children start having influence on their parents (eg vegetarians)ndash Children are more difficult to reach using their mums influence
(could work in the opposite way)bull Sports mums do exercise for their own healthbull Safety mum starts to worry about driving drinking drugs amp
sexbull Clothing
ndash Mum focusses on herself updates her imagendash Children start using veto power
Teenager mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 67| 27 february 2014 Generation Spongebob
Over generations of mums there are many common aspects since the Baby Boomers
The 2014 mum what do they have in common (over the generations)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 68| 27 february 2014 Generation Spongebob
bull Previous family inverted triangle until 60rsquosndash Parents set rules amp make decisionsndash Kids follow
bull New family circlendash Children
bull do not blindly follow any morebull Are encouraged to participate in discussionsbull Patriarchy =gt ldquoFiliarchyrdquo
ndash Parents still rulebull ldquoPermissiverdquo parenting (in the meantime bad connotation)bull Co-operative family
ndash Side-effect of sexual revolution of the 60-tiesbull children are really wantedbull smaller families
ndash See what babyboomers thought about previous generations httpyoutubefUspLVStPbkt=52s
Family circle ndash Family triangle
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 69| 27 february 2014 Generation Spongebob
bull Nostalgia to her own childhood ndash Dream awaybull Lack of time
ndash With the childrenndash For her own development (me time)ndash Therefore Efficient and planning (eg holidays)ndash Complicating factor she faces loads of noise
bull Lack of money (GB ndash netmumscom)ndash 70 have problems at the end of the monthndash 80 always look for offers before go shopping
bull Importance of communication with her peersndash Mums are main consumers of social mediandash They trust peers more than everything else
The 2014 mum who is she
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 70| 27 february 2014 Generation Spongebob
bull Mum loves tech (UK ndash netmumscom)ndash 10 more likely to use technologyndash 68 have a smartphone (+18 than normal)ndash 7 x more tablets than normalndash 15 have an e-reader (11x more than normal)
The 2014 mum amp technology
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 71| 27 february 2014 Generation Spongebob
bull Email and Social Media are your Lifelinesndash 51 check their email andor social media 20 or more times each dayndash 16 checks it more than 50 times a day
bull Mobile Devices Win over TV ndash 72 of moms said if they had to give up one theyrsquod give up their TV before
their smartphonebull Security is Top of Mind but not an Obstacle to E-Commerce
ndash 95 of moms reported being concerned about the security of their personal information
ndash 97 made a purchase online in the past 90 daysbull Technology = Better Mom 3 out of 4 moms think that technology
helps them be a better mom
Mum amp technology Tastemaker Mom (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 72| 27 february 2014 Generation Spongebob
bull Growing importance of dads as economical importance of mum risesndash 13 of mums are bigger breadwinners (UK)ndash 114 staying home dadsndash This figures are quickly rising
The 20XX dad is coming
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 73| 27 february 2014 Generation Spongebob
bull Lovendash Children as friends (circle instead of triangle)ndash Power to the children
bull over their free timebull Over purchases in the family
ndash Instead of pester power Guilt Goodies because parents think they donrsquot have enough time for their children
bull Hopendash Focus on the development and happyness of child now and in the futurendash Big emphasis on development of childndash Educational apps amp websites holiday schoolshellip
bull These offer great possibilities for brandsndash Example carboard box for Ribena Plus with webbased instructions lsquohow to usersquo
spend time with the kids offline
bull Fearndash Often irrational ldquorisk societyrdquondash Health and safety concerns =gt see concerns about digital safety belowndash Uncertanty
bull am I doing rightbull Do I play with my child the way I should (headline ldquoChildrsquos play not easy for modern
parents say expertsrdquo ndash BBC)bull Is my child lsquonormalrsquo
The 2014 mum amp kids Love hope amp fear
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 74| 27 february 2014 Generation Spongebob
FEAR amp UNCERTAINTY (Lannoo)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 75| 27 february 2014 Generation Spongebob
bull Some categoriesndash Expecting mumndash Healthy mumndash Working mumndash Social Mumndash Engaged Mumndash Do it Yourself Mumndash Yoga mumndash Eco mumndash Alpha mum (does everything better gives example)ndash Beta mum (follows Alpha mum)ndash Mojo mum (doesnrsquot want to loose her pre-mum identity)ndash Moxie mum (fitness amp fun)ndash Yummie Mummie (taste for fashion amp style)ndash hellip
bull Categories can be combined all have their own media
No mum is created equal
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 76| 27 february 2014 Generation Spongebob
Engaged mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 77| 27 february 2014 Generation Spongebob
How to reach the mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 78| 27 february 2014 Generation Spongebob
bull Mums stay the main decision makers concerning household purchasesbull Mums engage online and influence other mums
ndash 91 use social mediandash They spend 2x more time online than the rest of the population ndash Recommendations
bull 84 look for recommendations of products on-linebull Recommendations seem 2x more effective then ads
ndash Emerging trend brands launch lsquoomni channelrsquo loyalty programs (combine several social channels)
bull They want to be in a conversation with brands ndash Brands should listen to them ask their opinion
bull Mums will buy more and engage more if rewardedndash 81 of all mums will buy amp engage when rewardedndash They want free products (83) coupons or simply lsquoelitersquo statuses (67) or recognition on the brand
website
bull Theyrsquore keen on umbrella loyalty programsndash 75 prefer umbrella loyalty programs above normal onesndash 60 want to buy from parent company if they are rewarded
bull KISS principle (they have no time) simple messages
IMPORTANT They want brand information using e-mail
Marketing to the 2014 mum(2013 PunchTab Study ndash US figures)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 79| 27 february 2014 Generation Spongebob
bull Peeringndash Provide them extra information that they can distribute to make
them shine between their peers
bull Rolesndash They expect marketers to acknowledge their multiple roles as a
mother a business woman an artist engaged woman and so onndash Brands should offer solutions for all aspects of their daily life
bull They want customized experiencesbull They always lack time
bull No time for confusing messages Get right to the pointbull Brands should become part of their community but only in a practical way
give concrete solutions to concrete problems
ndash They fear to loose their memories of their childrenbull Importance of photography and video
Marketing to the 2014 mumFurther ways to please mums
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 80| 27 february 2014 Generation Spongebob
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 81| 27 february 2014 Generation Spongebob
bull 19 mio of users app bull Edit and share personal videos in one
clickbull Director functionalitybull Editing is finished as soon as you
stop filmingbull Fits with mums lifestyle and
objectivesndash no time to editndash kids focusndash create shareable content
Case Magisto
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 82| 27 february 2014 Generation Spongebob
bull 1st life stage (before having children)ndash 1st stage follow brand preferences of their mumndash 2nd stage influence of pears
bull 2nd life stage (oldest child lt12 years) and 3th life stage (oldest child gt12 years)ndash 43 ldquomy children have a tremendous impact on
my purchasing behaviorrdquondash 60+ like to try new brands
Importance of mums marketing for brands(SBS Belgium study)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 83| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 84| 27 february 2014 Generation Spongebob
The modern world is overwhelming us with data and the abundance of it is both confusing and harmful to the mind
Conrad Gesner 16th Centurybotanist physician and linguist about books-printing
Concerns with digital media
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 85| 27 february 2014 Generation Spongebob
bull Fear from technology amp digitalndash 87 in UKUS want their child to log off more and engage
more in the lsquoreal worldrsquondash Concerned about over-reliance on technologyndash Parents wonder if this affects their childrens ability to
function in the real world
bull Social mediandash Parents recognize the value of social media to their childndash 87 is Facebook friend with their own child (US+UK)
bull Accountability Find the right middle groundndash Parents want media to be accountable transparent and
responsiblendash Children want to be freendash Brands must find middle ground for example using
gamificationndash Brands offer off-line entertainment for kids
Mums concerns with digital media(JWT US 2012)
ldquoYou canrsquot do your homework before
yoursquove gone outside and
playedrdquo(anonymous mum)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 86| 27 february 2014 Generation Spongebob
bull First concerns are lsquoscreen timersquo and safety of their kidsbull More resistance towards TV than small screens
ndash Children should learn technologyndash They think apps are more educative then TVndash Practical to keep children busy (for example in car)
bull Educational content rather than gamesndash 83 want apps to entertain and educatendash Important content elements
bull 63 reading skillsbull 63 animalsbull 65 TV charactersbull 51 book charactersbull Art 1 values 3 goede manieren 0
bull 82 doesnrsquot care about the brand of the app (Disneyhellip)bull Choosing apps reviews (pears)
ndash 41 other momsndash 21 blogs from other moms
Mums concernswith digital marketing amp kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 87| 27 february 2014 Generation Spongebob
The concerns
AD AWARENESSvulnerability PESTER
POWERUNCONTROLLED
PRESENCE ON SOCIAL NETWORKS
screen addiction
online safety
obesitylack of parental control
age inappropriate content
UNRECOGNIZED PRODUCT PLACEMENT
violenceUNCONTROLLED PURCHASE
PRIVACY
PEERPRESSURE
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 88| 27 february 2014 Generation Spongebob
bull Mums donrsquot like brands to market to their kidsbull Imagine your co-marketing deals adapted to the last watched movie by a childbull Resistance grows as fastbull Possibilities grow for advert-free entertainment of kidsbull Eg Netflix (coming to Belgium) without any advertising
Towards an advertising-free world for kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 89| 27 february 2014 Generation Spongebob
Netflix (video on demand coming to Belgium within months to come)bull Since they work with a kids gate metrics are up a lotbull Curated areabull Personalization is key
Not only as to age but also according to behaviour and parental settings Character row on top
bull Studies show thatndash Parents ask parental controlsndash Parents donrsquot use parental controls
Parental controls
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 90| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumptionAbout Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 91| 27 february 2014 Generation Spongebob
bull Belgium Apestaartjaren 2014 May 2014bull Data from 2012 too oldbull For preschoolers study of KULeuven see further some data
(Pebble Media)bull Fresh international data available (eg UK US market research)bull European and US user data relatively close The big difference is
with emerging economies China Brasil (way higher penetration and screen time of new media)
bull The Marketing Store Global research 10 markets (ao 3 European)
User data
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 92| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 93| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 94| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 95| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 96| 27 february 2014 Generation Spongebob
Zero to eight (Common Sense Media US 2013)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 97| 27 february 2014 Generation Spongebob
bull Ages 3-15bull 18 of 8-11 own a smartphonebull Use of tablets by kids at home (42) tripled in 1 year decline in TVs radios and games
players in kids bedroomsbull Younger more tablets (gaming video) elder kids more smartphones (social)bull Big social networks (Facebook) down More types of social networksbull TV content highly valued by kids and still the medium of choicebull More than 410 parents have some parental controls installedbull Kids go online using a range of devices and tablets are the online device of choice for
younger childrenbull Internet website activities schoolwork (75) games (54) and information (45)
A lot more on httpstakeholdersofcomorgukbinariesresearchmedia-literacyoctober-2013research07Oct2013pdf
UK October 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 98| 27 february 2014 Generation Spongebob
bull Searchbull Playbull Socializebull Watch video listen to musicbull Shopbull Read magazines
Shift from offline toys towards online lsquotoysrsquo (games and communities) around the age of 6-8
At home out of sight Online = babysitter
What do they do on the web
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 99| 27 february 2014 Generation Spongebob
bull About 47000 apps to kids in the App Storesbull About 1200 apps on Dinosaursbull Many kids tv networks digital tv video on
Youtubebull Many kidsrsquo corners on websitesbull It is not certain that all children will share
knowledge of the same programmes in order to inform their play
bull Many one hit apps
Fragmentation of the media
47000
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 100| 27 february 2014 Generation Spongebob
Favourite content by medium
Why are they on Facebook1 Gaming2 Chat
Chat function of Facebook importance diminuishing in favor of Snapchat Whatsapp
Early adopters lsquoFacebook is so eightiesrsquo
Source Fullbottle research (US)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 101| 27 february 2014 Generation Spongebob
Worldwide devices usageSource The Marketing Store Jan 2013
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 102| 27 february 2014 Generation Spongebob
Favorite activities on digital media (global)Source The Marketing Store
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 103| 27 february 2014 Generation Spongebob
8-10 Video is king
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 104| 27 february 2014 Generation Spongebob
bull International presence (figures at the right intrsquol)
bull 17 brand websites cross-media approach
bull Apps gamesbull Studio100TV Youtube preferred
partnerbull Will launch a 3D virtual
community for kids in 2014bull Parents community Facebook amp
Twitterbull Sanoma (Studio100) et
Pebblemedia (Studio100TV)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 105| 27 february 2014 Generation Spongebob
bull Very popular with 10-12 (and older of course) but officially lsquobannedrsquo from the network
bull Its no secret that kids sneak onto Facebook A recent survey by Consumer Reports found that there are 75 million kids under the age of 13 on the social network (2011)
bull Target parentsbull Case of Brainchild targeting adult users
who lsquolikedrsquo Justin Bieber Hello Kitty Spongebob etc
What about Facebook
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 106| 27 february 2014 Generation Spongebob
Social media (UK data)
The growth of kids participation in social media has been enormous from 2007 until 2011 but now we see that the last years adherence of children in general is diminishing in favor of several types of instant messaging
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 107| 27 february 2014 Generation Spongebob
Dedicated social media
There are a lot of social network sites for children Most of them are dependent of an off-line brandSome of them direct themselves to a subgroup like Barbie some of them have a wider audience like Club Pinguin which is part of DisneyMost of them offer a combination of chat and other communication tools with games
This type of sites target the children as well as their parents- The children themselves which have to make a
simple profile- Via their parents who have to make a profile to
approve the subscription of their child They then dispose of a kind of parental control board in which they can follow their children
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 108| 27 february 2014 Generation Spongebob
bull Kids develop ad awareness only over years (and as a next step they develop lsquobanner blindnessrsquo)
bull This means that for young kids lsquoAdvertising should be recognizable as suchrsquo gets a new meaning
bull Advertising-free world doesnrsquot exist solution in education about advertising
bull Studies have been done to detect how kids recognize ads between editiorial content parts But what about content that is completely commercial
bull Nielsen Children on the web (2010 ndash revised 2013) ad unawareness creates usability problems
Ad (un)awareness
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 109| 27 february 2014 Generation Spongebob
bull Wrong information of certain media ndash one company even though advertising towards children is not permitted but e-mailing was OK
bull Small players are not always very professionalndash Usability issuesndash Ethical issues examples
bull Lottery bannering within kids sitesbull Commercial banners lsquohiddenrsquo between content blocksbull Gathering of e-mail addresses of children
bull See our conference of last month legal issues of kids marketing
Media lots of work to be done
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 110| 27 february 2014 Generation Spongebob
Putting publicity thatrsquos not suited
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 111| 27 february 2014 Generation Spongebob
Encapsulating publicity between content
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 112| 27 february 2014 Generation Spongebob
Gathering personal data of minors without parentsrsquo consent
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Agenda
bull Voorstelling Pebble Mediabull Facts amp Figuresbull Hoe kinderen en gezinnen met kinderen
bereiken
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Aandeelhouders Pebble Media
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Exclusieve Partnerships
bull RMBndash Classic21 RTBF La Premiegravere Musiq3 PureFM
Eurosport TF1 Vivaciteacute NRJ La Place Mediabull BE Viacom
ndash TMF MTV Nickelodeonbull Ultratop
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
FACTS amp FIGURES
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Facts amp FiguresFlemish Preschollers OnlineA Mixed-method approach to explore online use preferences and the role of parents and siblingsKUL Jolien Teuwen Dirk De Grooff Bieke ZamanPaper presented at ldquoEtmaal van de Communicatiewetenschaprdquo
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Facts amp Figures
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Facts amp Figures
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Facts amp Figures
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Facts amp Figures
Source Nickelodeon ndash Omniture ndash January 2014
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
HOE BEREIKEN WE GEZINNEN MET KINDEREN
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Kids amp youth sites pebble Media
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Online mogelijkheden
KIDS =gt Site specifiekbull Homepage run of sitebull Standaard formaten =gt video en overlayer werken het
beste
PARENTS =gt Behavioral targetingbull Gebaseerd op cookies surfgedrag op kids sitesbull Retargeting op doelgroep via het Pebble Media netwerk
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
QampA
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 128| 27 february 2014 Generation Spongebob
AgendaThe new kids generation ZMums amp Dads of generation ZTheir digital media consumption
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 129| 27 february 2014 Generation Spongebob
About Dreammachine Kids
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 130| 27 february 2014 Generation Spongebob
Services
Digital Marketing campaigns websites amp apps 75 focus on B2C (FMCG Retail Fashion) From strategic planning to execution and reporting
Specialization in Digital Marketing to preschoolers kids amp their mums
THIS INCLUDES GENERALLY ONE OR MORE OF THE FOLLOWING SERVICES
WEBSITEScontest sites
minisites
BANNER CAMPAIGNS
Social Media Facebook Apps
Facebook Ads
Facebook community management
E-coupon E-mail marketingPrinting on demand solutions
E-COMMERCE Mobile apps
mobile sites
GamesCustom CMS
Drupal
DIGITAL SIGNAGE SOLUTIONS
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 131| 27 february 2014 Generation Spongebob
Gerda Van DammeBusiness Unit Manager Dreammachine Kids
The core lsquoDreamteamrsquo
Guido JanssensManager Dreammachine
Fabrice DuchenoisDeveloper
thewebfactory
Creating websites since 1995 Previous Product Manager amp Consumer Marketing Manager at Microsoft (MSN)
thewebfactory
Programming websites since 1995 Previous coordinator international multimedia (CD-i) productions at Philips
6 years at Paris leading web agency Full Six (former Grey Interactive) 4 years webmaster of HSBC bank in Paris
Christophe DelireProject manager
Social network specialist and inventor of the lsquoweboperarsquo concept he has been creating web projects since 1994
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 132| 27 february 2014 Generation Spongebob
Some of the brands we have worked forhellip
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 133| 27 february 2014 Generation Spongebob
EXAMPLE
Woeffies
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 134| 27 february 2014 Generation Spongebob
1+1=3 your dedicated digital marketing agency
Digital Marketing to Kids
Digital Marketing agency
ADDING SPECIFIC KNOW-HOW
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 135| 27 february 2014 Generation Spongebob
Digital trends for advertisers to kids2014 trends and casesApril 3 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 136| 27 february 2014 Generation Spongebob
Back-to-school digital top topicals tips amp tricks to get the most out of itChange of date May 8 Jumet
Upcoming seminar
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 137| 27 february 2014 Generation Spongebob
Our services
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 138| 27 february 2014 Generation Spongebob
Strategic services
bull Analysis of existing projectsbull Usability checkupbull Usability testing with kids bull In company trainingsbull Setup of agency briefsbull Audience analysis (see next slide)
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
Dreammachine Kids | Rue Auguste Frison 56 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | wwwdreammachinebe 139| 27 february 2014 Generation Spongebob
bull Websites contest sites minisites kidsrsquo cornersbull Games amp contestsbull Mobile sites mobile appsbull Digital advertising campaignsbull Online communitiesbull Augmented realitybull Social Mediabull E-mail marketingbull E-commerce E-coupon or e-voucher actionsbull Top topicals (back2school halloween)bull
One stop shopping
Targeting kids mums and familiesin an appropriate way
