One of the great laws of advertising is that everyone wants to reach and understand young consumers.
Earlier this month on the podcast, host Jack Benjamin spoke with Hasbro’s global heads of media to get the perspective of one brand with a vested interest in speaking to younger cohorts. And last week, he also prodded Channel 4 about its own research into Gen Z.
But there's more to unpack, particularly around issues of child safety online and how gaming is becoming increasingly impossible for media planners to ignore. So, consider this sort of like an informal summer series.
Kate O’Loughlin is CEO of SuperAwesome, a company that offers ad and gaming products, audience insights and compliance capabilities for marketers wanting to reach the next generation of consumers. Formerly owned by Epic Games, SuperAwesome was acquired by its own leadership at the beginning of last year.
O’Loughin and spoke with Benjamin about what sets younger consumers apart, how to reach them in gaming environments and on social platforms, and – importantly – how to do so in a way that is respectful of their privacy and user safety.
Highlights:
6:58: Mistakes brands make when targeting young consumers
9:42: Addressing user safety concerns: data privacy, age verification and harmful content
20:27: Fragmented fandoms amid the growth of the creator economy
27:22: Making gaming a consistent investment: know your role as a brand
Related articles:
Twitch CEO Dan Clancy: Why brands should reach ‘entertainers who happen to game’
Gen Z aren’t just teens — they’re customers and big gamers
Twitch streamer’s message to brands: ‘Trust us’
Forget the ‘good old days’: What Gen Z’s financial outlook means for brands
Channel 4 commercial chief: Advertisers chase ‘cheap reach’ at Gen Z’s peril
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