Precise TV hosts Toy Fair Lounge for second year in row
In January this year, we exhibited for the first time at London Toy Fair with our Precise TV Lounge. One of the toy industries biggest events welcomed more than 260 companies exhibited thousands of products to visitors including retailers, buyers, media and the wider industry for its 69th outing in London.
We hosted our own lounge, equipped with everything anyone could need to sit back, relax or take a meeting with us during the 3 day event.
We are delighted to be hosting our Precise TV Lounge again in 2024. At stand UL130, our space will be back bigger, brighter and more bold than ever before for the events 70th anniversary.
Come and find us to learn about the world’s leading kidSAFE+ COPPA-certified platform can accelerate your ads across YouTube, CTV, TikTok, Meta, Shorts and now on gaming apps.
In prep for 2024 here are some of our learnings from 2023:
YouTube is now at the top of all toy brands media plan, catapulting ahead of the once-favoured TV. We heard this again and again throughout our time at the fair’s and recent news will show that if any brand continues to rely on buys from TV advertising, they are most likely going to have issues with reaching and engaging their audiences. TV is also becoming increasingly expensive as viewership drops and heads elsewhere. TV viewership in Germany has declined at a slower rate, but advertisers are now starting to feel as if they’re being priced out which, of course, is just fuelling faster adoption of YouTube ads in what has been a more traditional market up to now.
New and emerging categories
Traditional toys, especially Plush Toys are making a comeback and fast! In 2022 sales grew 29% YoY, contributing significantly to the UK’s £3.6bn toy industry. We have seen an emergence of the gel blaster/gel guns/splatterball gun category over the past year and there are no signs of this category stagnating anytime soon.
Digital Collaboration. This year, more than ever we witnessed a willingness for toy companies to work together, especially from a marketing standpoint. In an industry that is experiencing a shift and having to navigate a complex world of digital advertising, over traditional TV advertising, and selling offline to online the phrase “A rising tide lifts all boats” springs to mind and it appears to be working for many smaller and struggling brands.
Omni-channel selling approach. Need we say more. With our PARK study revealing ‘9 in 10 parents research online before buying big ticket items in store’ but ‘commercial recall for kids is highest on YouTube and TikTok is gaining ground’ it is only going to become more imperative.
There is a huge appetite for YouTube, TikTok and Shorts. Everyone has or wants a strategy and everyone has an opinion on what is going to work best for them.
To speak with our experts before Toy Fair London 2024, get in touch here.