Educating Parents and Kids Through CTV Co-Viewing
Modern market movers in this digital era are the growing boys and girls sitting in their homes. Young consumers might not have the ability to purchase for themselves, but they have the power to convince their parents to acquire it for them.
Pester power has been working for kids for many generations. As long as parents allow young children and the youth market to spend most of their time online, kids become educated on things they want. So instead of nagging, these excited little consumers are enlightening their parents about why they should have it. In addition, with Connected TV becoming a hot commodity in the television market, advertisers have a channel to deliver their advertising messages directly to parents and children.
The following verticals are the top kids’ influenced product categories: Gaming, Retail, Travel, and Quick Service Restaurant. On average, campaign ads targeting parents and delivered through Connected TV have 12% lower CPM and 9% lower CPV than mobile devices. At the same time, CTV provides more efficient performance in these mentioned verticals other than the retail industry. Marketers expect more optimized results in the future as more households continue to gain access to OTT content.
Rise of Tablets: The Effect in Co-Viewing
Besides CTVs, tablet devices are the best alternative to a co-viewing experience. Statista.com reported that more than 200 million tablets are in US homes, and 50% of adults own at least one Tablet. For the big screen, 80% of US households have at least one CTV device.
Shared family screen time is most likely to happen during everyday dinners, where 25.6% of family members in US Homes have their eyes set on tablets or smartphones. Hidden in the campaign reports, kids are accumulating advertising impressions through their parents’ YouTube accounts.
For some marketers, this is the case: create advertising messages for kids, then serve in parents’ accounts. Instead, advertisers should take advantage of the co-viewing opportunity that allows brand messages to create more impact on families than a 1:1 mobile experience.
Connected TV might be the primary screen in the household, but it also has its limitations, that is, mobility. This restriction made Tablets an excellent second screen for parents and kids to browse or watch online videos. Pediatrics.aappublications.org stated that almost 75% of young children have tablets, and 85% watch YouTube.
Many consumers are already leaving their tablets, but the 2020 events have brought life to it. The industry saw a surge in sales with 14% growth. But how did the recent tablet craze affect digital ads delivered to parents and kids?
On average, based on Strike Social data, Tablet ad spending has 85% less than on Mobile devices. However, with counterintuitive performance, YouTube ad campaigns targeting parents and kids received 11% lower CPM and performed better against Desktop and Mobile devices. Another notable result was that Quick Service Restaurants video ads served in Tablet devices have at least 90% lower CPC, 13% lower CPM, and above 200% CTR higher than Desktop audience.
Co-viewing: A Synchronous Ad Experience
As CTV continues to scale, marketers will see this as a highly inexpensive and effective way to influence consumers. Unfortunately, brands have yet to see the full potential due to CTV setbacks, but Google quickly addressed this by making CTV ads more shoppable.
Advertisers might be using ad campaigns on a Connected TV to drive impressions or reach, but consumers need a second screen as a medium to create site visits, engagements, or conversions. Because of this, brands should create a seamless customer experience for both kids and parents. Modern pester power doesn’t end when kids demand what they want. A study made by NRF shows that almost 85% of the parents include their children in the purchasing journey.
In the new age of consumerism, running an ad targeting parents can be improved by creating a meaningful brand message that will make this communal activity of co-viewing enjoyable for parents and kids.