Marketecture: Get Smart. Fast. Episode 114: Kate O’Loughlin on why Kids Ads are SuperAwesome
Mar 14, 2025
Kate O’Loughlin, CEO of SuperAwesome, discusses the complexities of marketing to children in the digital age. She emphasizes the importance of creating safe and engaging advertising for kids amidst growing online safety regulations like COPPA 2.0. The conversation dives into the preferences of Generation Alpha, showcasing their creative media habits and digital interactions. Kate also touches on the impact of AI in advertising and the evolving landscape of corporate governance in the sector, alongside insights into the dynamic creator economy on platforms like Roblox.
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Episode notes
Use Creator Content Authentically
- To reach kids, brands should focus on creator content and authentic brand integrations within platforms like Roblox.
- Connect paid media campaigns across gaming, TV, and influencer content to address kids’ fragmented, multi-screen media habits.
Age Verification Challenges in Apps
- App stores hold age data but resist taking control of age verification, hindering compliance efforts.
- Mobile publishers often face incentives to misrepresent youth audiences, complicating legal programmatic advertising.
Generation Alpha as AI Natives
- Generation Alpha kids are AI natives, adopting AI tools like ChatGPT at much higher rates than adults.
- This generation will drive rapid adoption of AI in creative workflows and media analysis.