return Home

Chart of the week: Steady increase in digital ad spend targeting kids

Research by PwC indicates a strong trend towards money being spent on advertising aimed at kids under the age of 13 on all digital platforms. The kids digital advertising market could hit the $1.2 billion mark by 2019, then representing 28 per cent of all advertising directed at the youngest.

Because kids ad spend is expected to show only moderate growth overall, the kids’ segment is expected to grow by transitioning away from traditional media, such as TV, towards digital platforms, such as smartphones, tablets, and PCs.

In this respect, the kids’ advertising market has so far trailed behind the overall advertising market, which has been in sustained transitioned towards digital for much longer.

This slower pace can partly be explained by tighter ethical guidelines and stricter regulation. For example, there are bans on collecting or using so-called Personally Identifiable Information (PII) including cookies without parental consent. This somewhat more bumpy terrain can only be navigated by tailor-made technical solutions and a specialised support industry.

There seems to be a culminating point in this industry segment. The just released 'Kids Digital Advertising Report' 2017 states: "There are a growing number of companies giving increasing focus to providing the technology or buying services for kids digital advertising, which will further facilitate growth in this market." So, actual investment or investment potential gives rise to better infrastructure and services, which in turn increases investment - a classic tale of accessing market spaces under slightly more challenging conditions.


Chart 18 Sep header ()


Download the chart here.

Source: Statista

More like this

Chart of the week: China's parallel online universe

Chart of the week: The smartphone duopoly

Chart of the week: How annoying is advertising in newsletters?

Chart of the week: 'Media and entertainment' is the second most launched app category

Chart of the week: Steady increase in digital ad spend targeting kids

  • The pivot to ‘clubscription’

    In a publishing environment where traditional income streams are under extreme pressure, subscriber models and clubs are merging.

    12th Feb 2018 Features
  • How drones get impossible shots for Bonnier and National Geographic

    For magazine media, drones capture aerial images of remote, hard to reach, and otherwise inaccessible areas, conveying perspectives and offering insight in a way boots-on-the-ground journalism can't. They allow magazine media to give audiences a bird's eye view, showing scale, teaching and telling stories in new ways.

    14th Feb 2018 Features
  • Google’s new ‘AMP Stories’: don’t judge new format by its cover

    With a misleading name, Google’s new ‘AMP Stories’ may at first glance be seen as nothing more than what we have already witnessed on Snapchat, Instagram and Facebook’s ‘stories’ format. But it’s not quite as straightforward as it seems and may level the playing field for smaller publishers, say industry experts.

    19th Feb 2018 Features
  • Behind the scenes of’s new Little Black Book celebrity video series

    Last month, launched a mini-season of a new video series, “Little Black Book,” which featured celebrity host Miranda Kerr sharing her tips and secrets of wellbeing. The video series is a first for, giving the brand’s audience a curated, yet intimate experience with celebrities, and giving celebrities a chance to sit in the director’s chair.

    15th Feb 2018 Features
  • The Mr. Magazine™ interview: Wired’s editor-in-chief Nick Thompson on the roadmap to magazine success

    “There’s something about the print magazine that’s special. It’s got the front cover, which is a way to really make a statement. It has a back cover that advertisers love. It has the capacity to package things, because the Internet breaks everything up, so the capacity to keep things together is really valuable. And advertisers see that too.” - Nick Thompson, editor-in-chief, Wired

    19th Feb 2018 Features
Go to Full Site