By Completely Superior
Kids’s digital media firm TotallyAwesome returns as a Tech MVP this yr, because of a brand new product filling a transparent trade want. The event of ‘Programmatic Playground’ (PP) began of their Singapore headquarters after posing the problem of methods to scale interactions with audiences underneath 18 years previous whereas holding purchasers model secure and equally respecting kids’s privateness. The problem has been a metaphorical Holy Grail for a lot of manufacturers, which loads of media companies and large tech platforms haven’t but been in a position to resolve for.
Final yr, TotallyAwesome unveiled PP as a first-of-its-kind platform to deal with the above. Information privateness (each GDPR and COPPA) compliant, it engages audiences contextually, with out cookies, mixing choose companions and media suppliers to mixture the biggest provide of high quality media stock that may assure relevance and meet media ROI. This yr’s judges scored PP highest amongst all Tech MVProducts given the clear want it addresses for therefore many within the trade.
In contrast to most programmatic options, PP doesn’t gather information or any private figuring out however as an alternative leverages and optimises over 200 passion-points and content material classes of curiosity for these hard-to-reach audiences underneath age 18. By packaging these audiences in a deal ID that may be focused in DSPs and by sourcing stock from SSPs on the open alternate, it brings security and compliance to a programmatic resolution for youths that has been granted a kidSafe seal of approval.
So how how far alongside is TotallyAwesome in implementing PP? In November 2021 the primary campaigns have been booked in Indonesia, Singapore, and Australia, adopted by Malaysia, Thailand and the Philippines in Q1 2022. Now, TotallyAwesome is within the technique of rolling out the Programmatic Playground in North Asia (Japan and Korea) in addition to Hong Kong, Taiwan and Vietnam too. It has additionally lately added new in-game codecs, the place purchasers can now purchase IAB-compliant promoting for U18 audiences utilizing in-game billboards and movies programmatically.
Outcomes from campaigns to this point have been sturdy. Engagement has been excessive with video completion charges between 70-80% and viewability charges above 80%. TotallyAwesome says solely round 0.25% of the whole impressions are flagged as invalid site visitors, which is an effective outcome by way of fraud and model security. In the meantime, within the second half of 2022, the corporate will add new video advert codecs to assist one other key metric, model uplift, measuring model recognition amongst teenagers and households.
Wanting forward, TotallyAwesome plans to repeatedly innovate and enhance PP with the assistance of viewers insights and its in-house paediatric psychologist. Within the second half of 2022, the corporate plans to launch wealthy media codecs like interstitial and mini-games advertisements.