Why Content Discovery is the Next Big Thing in the Kids' Mobile Space
Advertising as we know it makes no sense when it comes to the kids' segment, yet the majority of apps for kids are forced to use mainstream methods to monetize due to the lack of alternatives. Online ads are traditionally designed to generate clicks and views, creating a disruptive experience. This approach is especially bad when working with kids because it leads to unwanted clicks, which are caused either because kids misunderstand what they are pressing on, or because the ad is placed in a strategic location causing them to click by accident. This negative experience affects everybody in the food chain: kids are unhappy when they are led away from their interests; app developers lose traction because kids don't return to their apps after a negative experience; and brands lose money and reputation because their messages are often presented in a way that interrupts kids while they are having fun. The growth in native advertising and content recommendation platforms, such as Outbrain, that allow users to discover relevant content within apps and on sites, shows us that offering users content with real value leads to strong engagement with a brand. When it comes to kids, the content discovery model make sense on all levels. Imagine, that instead of another banner telling kids to buy their next tooth brush they are actually shown a cool game that teaches them how to brush their teeth. By providing value for free, brands can build trust with their customers. The next time a parent and child are purchasing a toothbrush they are more likely to select the brand they have a relationship with. Kids get a positive experience, while brands get a totally different level of engagement. When done right, monetizing through content is much stronger than through integrating advertising. Of course, having good content isn't enough. It is essential to distribute through a trusted source that is able to reach the right audience. Content-recommendation involves knowing exactly what a reader enjoys to interact with and when to reach them. When selecting a distribution network look for experts who focus on your field; brands cannot reach kids unless they work with publishers in the kids' space. Go where your users are. And for publishers the same is true, having relevant content leads to higher results. When you are offering content that your readers and users are looking for, more people will engage. And, providing value-added content also creates trust for your brand. The days of shooting ads at young consumers are gone. To succeed in the kids' space brands must engage them and provide value at the same time. Brands must shift focus to building relationships, and today that means providing value through engaging games and videos. Forming a connection with your young audience can lead to a lifetime of loyalty, and brands should put their focus on ensuring they are connecting to their audience in the right way.
Read More