Couldn’t Make it? Here's 5 Key Takeaways From The Toy Association Webinar

The Toy Association recently hosted the webinar Reaching Gen Alpha: Effective Mobile Gaming Strategies for Toy Advertisers, featuring Denis Crushell, CCO at Precise TV. Read on for 5 key insights into how toy brands can thrive in the mobile gaming space.

Denis opened the webinar by highlighting the vast potential of the mobile gaming landscape and shared key findings from Precise TV’s proprietary research, exploring topics from co-viewing to the importance of measurement and what this means for advertisers in the space looking to reach Gen Alpha.

5 Key Takeaways From the Toy Association Webinar

1. Mobile Gaming Beats TikTok and Broadcast TV for Addressable Reach

Mobile gaming  has the 2nd largest addressable reach, with 64% of kids in the US playing phone or tablet games over console games and  watching TikTok.  This reach continues to grow with popularity of mobile gaming seeing an uplift of 16% compared to last year.

A key note from Denis during the webinar emphasised this growth;

"If you don't have a gaming strategy then you don't have a youth strategy because it plays such a key part in connecting with this actively engaged audience"

2. Kids are Second Screening and Co-viewing with Their Parents

Almost 50% of kids watch YouTube or are gaming when watching TV, reiterating the size of the opportunity to reach the Gen Alpha audience. During this time, their parents often watch or play along, with 70% of parents feeling inspired to buy their child a product after seeing their positive reaction to an ad for it during a mobile game.

3. Must-haves for Advertising Success in the Mobile Gaming Space for Under 18s

• KidSAFE+ and COPPA compliant activity to reach the audience safely
• Accuracy & measurement to ensure your target app has the relevant audience engaged
• Creativity inspired by age specific design to produce award winning outcomes

4. Best-in-Class Mobile Gaming Examples

Denis went on to showcase best-in-class campaign examples powered by Precise TV, spotlighting uplifts in dwell time, engagement rate and replay rate as performance metrics driven by a successful mobile gaming strategy. 

Explore more Precise TV case studies here.

5. Measurement is Key for Mobile Gaming Ads

Denis went on to introduce Precise TV’s, US Patent Pending, measurement solution PACE (Precise Audience Content Evaluator) which enables brands to measure audiences under 18 in a COPPA compliant way for mobile and tablet gaming apps. 

Keep an eye out for future webinars featuring Precise TV for more insights into this exciting, rapidly growly industry.

In the meantime, if you're looking for support to help drive success in the mobile gaming space with your ads get in touch here, we’d love to discuss!