Yes - television should be a part of your media mix if you are building reach among Kids 2-11. Based on budget and distribution alignment, your TV tactics will likely include Network TV, National Cable, Spot and/or VOD. But should you ignore the reality of our behaviorally changing world? Or should you embrace it with online engagement and an integrated campaign approach?
The fact is: Online Matters to Today’s Kids.
Consider the facts – and the Source.
Nearly half (46%) of children aged 6-11 have visited a website to learn more about a product they saw in a commercial or ad.
Nielsen Online: The growth rate of kid’s online outpaces the overall internet population
In May ‘09, children aged 2-11 comprised nearly 16 million, or 9.5 percent, of the active online universe in the United States.
U.S. Census Bureau
The number of kids online over the past 5 years has increased 18% – split boys and girls.
The growth of children online outpaces the overall growth of children in the U.S., where kids under age 14 are projected to decrease by 1% from 2004 to 2010, according to July projections.
Nielsen’s @Plan: Parents go online, too.
26.3% of the online adult population, or 38.2 million individuals, have children 11 years old or younger in the household - a 7% increase from last year.
Online adults with children under age 12 in the household are 1.5 times more likely to make an online purchase.
Nielsen: Boys Spend More Time; Girls Visit More Pages
Boys spent 7% more time online than girls and visited an average of 397 pages.
Girls viewed 9% more web pages than boys and visited an average of 494 pages.
Video in Rich Media translates to 25% higher click through than traditional banners.
Online video viewing among 2-11 year-olds was split evenly between boys and girls.
Nielsen: A quick peek at Teens
Teens are NOT abandoning TV for new media: They watch more TV than ever, up 6% over the past five years.
Teens love the Internet and spend 11 hours and 32 minutes per month online.
Teens watch less online video than most adults, but the ads highly engage them.
Teens spend recall ads better when watching TV shows online than they do on television.
So what do you do? How do you find that happy medium to best reach and engage with your audience of Kids and Moms?
It starts with a realistic look at the facts and a clear understanding of your options. Develop side by side comparative media plans, weight your allocation of dollars, leverage your spending with cross platform partners, analyze measurement metrics, and test the effectiveness of a multi-medium campaign that both reaches AND engages with your moving target.
Know your audience. Engage them in their world.
David Becker, President, Blue Plate Media Services