Key Points

  • Get to Know Gen Alpha: Gen Alpha is tech-savvy and expects engaging, interactive content across all digital platforms. To align with this audience, advertisers need to create shareable, personalized experiences that resonate with their needs and wants.
  • Navigating CTV Advertising: Reaching Gen Alpha with CTV advertising involves strict COPPA compliance, which could restrict data collection from kids under 17 with the enactment of COPPA 2.0, requiring a significant focus on contextual targeting.
  • Stay Ahead with COPPA Compliance: COPPA compliance is essential for responsible advertising. With COPPA 2.0 legislation, which recently passed in the Senate, extending protections from ages 13 to 16 kids, advertisers will need to adapt their former strategies and invest in compliance to maintain trust and safety, which, to be clear, is a requirement, not a gentle ask.
  • Playwire Simplifies CTV Advertising: Playwire offers a streamlined solution for reaching Gen Alpha across CTV platforms. Our platform-agnostic approach ensures effective contextual ad targeting and COPPA compliance, allowing advertisers to focus on creating engaging content for this elusive audience.

Gen Z may still dominate the headlines, but a new cohort has arrived on the scene. Gen Alpha, born from 2010 onwards, has its own slang, sense of humor, and overall a unique perspective that has begun to shape the media landscape in an entirely new way. 

So it goes without saying that reaching this new audience is a massive digital advertising opportunity. 

But with the rise of Connected TV (CTV) and increasing audience fragmentation, reaching this demographic can be a steep hill to climb. 

In this article, we’ll explore the challenges and strategies for effectively advertising to Gen Alpha, navigating COPPA compliance and contextual ads, and above all, ensuring kids' online safety is always at the forefront.

Let’s explore.

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What is CTV?

Connected TV (CTV) – also known as “over the top” or OTT – is the integration of traditional and interactive TV. This includes all those streaming services you have on your smart TV.

CTV advertising is when you place ads on those streaming services so viewers can see them on any internet-connected device.

When it comes to advertising on kids' CTV programming, the Children’s Online Privacy Protection Rule (COPPA law) places strict data privacy restrictions on what personal info advertisers can collect and how they can use it. And now that COPPA 2.0 has officially been passed by the Senate, it has never been more important to revisit advertising strategies within the kids' online space.

Understanding Gen Alpha and the CTV Landscape

Even more than the Millenials and Gen Z before them, Gen Alpha is growing up in a world where digital technology is everywhere. And the nature of that technology means they’re not just passive viewers; they actively shape their entertainment experiences. 

For advertisers, getting to know Gen Alpha’s preferences is the first (and arguably most important) step to reaching them. 

Here are some platforms where Gen Alpha shines:

  • Connected TV: Look – it’s probably not news to you that streamers like Netflix, Disney+, and other ad-supported platforms are growing increasingly more popular by the second. CTV platforms offer a treasure trove of content tailored specifically for kids, often with dedicated kids’ profiles and security settings to keep them safe.
  • Gaming Apps: Think gaming platforms like Roblox and Minecraft, as well as mobile gaming apps such as Talking Tom & Friends. These are more than games. They’re social hubs and highly captivating virtual worlds where Gen Alpha interacts, creates, and consumes relevant content. Lots of immersive advertising potential here!
  • YouTube: How often do you see a younger person on their parents’ iPad at the restaurant table next to you? Chances are, they’re probably perusing YouTube, which is often a go-to for everything from educational content to fun vlogs. It’s super accessible and caters to all kinds of interests – a major advantage for contextual ads.

But what draws them to those platforms? Gen Alpha gravitates toward content that’s engaging, interactive, personalized, and multi-platform. They want to participate, expect technology to respond to them, and seamlessly move between devices and platforms. 

For advertisers, this means it’s time to rethink traditional approaches. Successful strategies will involve:

  • Using interactive formats that let Gen Alpha engage with your brand.
  • Creating shareable content that sparks conversations in their digital circles.
  • Being responsible with data to provide personalized experiences while respecting data privacy regulations like COPPA.
  • Developing cross-platform ad campaigns that maintain consistency while leveraging each platform's strengths.

By adapting to Gen Alpha's digital-first mindset, advertisers can forge meaningful connections with this influential generation, keeping in mind, that they’re not just an audience; they’re active participants in the brand experience.

Challenges of CTV Advertising to Gen Alpha

The rise of CTV has changed the game for how audiences engage with content. With more families embracing streaming services, advertisers have a golden opportunity to reach Gen Alpha. But with the plethora of opportunities here, there come some challenges as well. 

One major hurdle is navigating COPPA. Since its inception in 1998, the Children’s Online Privacy Protection Act (COPPA) has restricted the collection of personal data from kids under 13, making traditional ad targeting tricky. 

However, as of July 2024, COPPA 2.0 legislation has passed through the Senate, meaning we’re closer to updated COPPA law, which would mandate new restrictions on data collection from kids under 17, making traditional ad targeting trickier than ever before. Not to mention the amplified consequences of a COPPA violation.

So how do advertisers win? You need to lean on contextual targeting, which can provide a ton of powerful data given you know how to properly utilize it, to connect with this audience. More on the power of contextual signals later.

Oh, let’s not forget about scaling those ad campaigns! Each CTV platform has its unique take on COPPA compliance, which campaigns would need to adapt to if they want to advertise there. All of this adds time, complication, and potentially even costs if you’re navigating the CTV advertising landscape solo (PS: you don’t need to!).

 

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COPPA Compliance: Navigating Present and Future COPPA Regulations

COPPA compliance isn’t just a box to check. It’s a cornerstone of responsible advertising to kids – and a United States federal law. 

For the past two decades, the COPPA rule has prohibited collecting personal data from children under 13 without verifiable parental consent, which has pushed advertisers to embrace contextual targeting to reach those audiences.

And that data-restricted audience is about to get a lot bigger. The U.S. Senate just passed COPPA 2.0 legislation, which would extend protections to children up to 16 years old. In other words, advertisers need to be ready for some potentially BIG changes:

  • Expanded Scope: The broader age range means advertisers will need to apply COPPA-compliant practices to a lot more campaigns.
  • Enhanced Contextual Targeting: As personal data collection becomes more restricted, advertisers will need to find new, creative ways to reach their target audiences.
  • Increased COPPA Violation Diligence: Advertisers must ensure no personal data is collected from children and teens up to 16 or face major legal and financial consequences.
  • Adaptation of Strategies: Current strategies for reaching 13-16-year-olds may need a complete overhaul.
  • Investment in Compliance: Companies will need to invest in training, resources, and tech to ensure they remain COPPA compliant.

Staying ahead of these changes is crucial, but if they’re proactive, brands can use this as an opportunity to become trusted partners for both platforms and parents.

Contextual Targeting: The Key to Reaching Gen Alpha

So, what is contextual targeting? It’s all about placing relevant ads based on the content being viewed instead of relying on personal information or user data. 

For example, a contextual ad for a new toy might pop up during a kids' show or on a gaming app because the two pieces of content are relevant to one another – not because the viewer specifically expressed interest in both.

This method is essential for reaching Gen Alpha in a safe, compliant way. 

To nail contextual targeting in CTV advertising, advertisers should:

  • Align Ads with Relevant Content: Instead of relying on user data, place your ads on content that aligns with your product or messaging, and that targets a similar audience.
  • Utilize Data-Driven Insights: Use advanced analytics and reporting about content consumption patterns to inform your ad placements. Analyzing viewership data can help identify the best opportunities for engagement.
  • Monitor Performance: Keep an eye on how well your contextual advertising strategies are working. A/B testing can help you determine which ads perform best in different contexts.

These strategies can boost your ads’ contextual relevance and impact while staying compliant with expanding COPPA regulations.

Ensuring Kids' Online Safety and Privacy: A Holistic Approach

While protecting kids’ online safety and privacy is a legal obligation under COPPA, it’s also an opportunity for brands. By building a foundation for responsible advertising, you can also position your brand as a safe and trustworthy resource for kids and families. 

Here’s how to tackle it:

  • Proactive Safety Measures: Develop ads that are not only appropriate but also enriching for young viewers. Carefully vet content to avoid anything harmful or that encourages unsafe behaviors.
  • Privacy-First Advertising: Make contextual targeting your go-to strategy. This aligns with COPPA requirements and resonates with Gen Alpha’s love for relevant, engaging content. It also opens the door for more innovative ads.
  • COPPA Compliance as a Competitive Advantage: Regularly audit your advertising strategies to ensure compliance and communicate your commitment to privacy clearly to parents.
  • Collaborative Ecosystem: Do your research, and build strong relationships with platforms and partners that prioritize kids' online safety, such as Playwire – a KidSafe+ COPPA-compliant partner. This teamwork can lead to innovative advertising solutions that respect privacy while effectively reaching younger audiences.
  • Educate and Empower: Go beyond compliance by educating parents and kids about online safety. Develop resources or partner with organizations that promote digital literacy.

These tactics form a solid framework that turns the challenges of advertising to Gen Alpha into opportunities for innovation and trust-building, setting you apart in a crowded digital landscape.

Achieving Incremental Reach and Efficiency

First, let’s get our vocabulary straight. Incremental reach refers to the additional audiences your ads can reach if you run them on both linear and CTV, rather than just on traditional linear television. Let’s break it down with an example: 

  1. You create an ad campaign for a new educational toy, and run it on several popular children’s daytime TV programs, reaching 1,000 households. This would be your reach. 
  2. Then, you adapt and run the same campaign on YouTube, Roku, Amazon Fire TV, and Apple TV, and reach another 700 households. This is your incremental reach. 

It’s called “incremental” because it’s earned on top of an existing linear TV campaign. If you skipped linear and went straight to CTV, it wouldn’t be considered incremental anymore. It would just be reach.

Got it? Good. 

Incremental reach is important because it maximizes the potential audience for your ads. While CTV is growing fast, plenty of families still watch linear TV, and may not have reliable access to streaming apps. So leveraging both platforms means you can reach a wider and more diverse audience.

An incremental reach strategy also allows you to control ad frequency more effectively – by showing your ad fewer times on more platforms, you can boost your brand’s exposure without risking oversaturation. And it gives you access to more data from different sources, which can help to improve your contextual targeting capabilities. 

So how do you work incremental reach into your CTV strategy? 

  • Adopt Platform-Agnostic Solutions: Use ad tech solutions that allow campaigns to be managed across multiple CTV platforms in one place. This can maximize your incremental reach without adding complexity.
  • Use Contextual Targeting: Focus on reaching Gen Alpha by placing interesting ads on relevant content. This ensures that ads resonate with young viewers.
  • Optimize Campaigns in Real-Time: Use performance data to adjust your CTV campaigns dynamically to reach your incremental audience more effectively.

In short, with this approach, you can reach a bigger and more diverse audience with greater effectiveness. Sounds like a win!

Playwire's Unique Approach to CTV Advertising

Not to toot our own horn, but Playwire makes it easy to run COPPA-compliant ads for Gen Alpha by offering a streamlined solution that connects premium brands to multiple CTV platforms in one place. This means no more juggling multiple contracts or negotiating with various digital advertising platforms – just one straightforward process. 

Our platform-agnostic approach allows advertisers to reach younger audiences effectively while focusing on contextual ads. We help brands deliver relevant ads to their target audience based on the content kids engage with, always ensuring compliance with COPPA regulations. 

With Playwire, you can tap into exclusive global relationships and gain access to high-quality inventory across channels. We handle the complexities of compliance and audience targeting, allowing you to concentrate on creating engaging, age-appropriate content. 

Make Your Campaigns Safe, Compliant, and Kid-Friendly with Playwire

Advertising to Gen Alpha through Connected TV (CTV) comes with its own set of challenges, but it also opens up exciting opportunities. By staying COPPA-compliant, you can demonstrate your brand’s commitment to kids’ wellbeing. And with incremental reach and contextual targeting, you can safely reach kids and their families where they are, on their terms. 

Playwire can help optimize your CTV advertising, manage your COPPA compliance, and ensure your ads connect with the right audience. To learn more, check out our COPPA resource center. To get started, get in touch with our team of experts today! 

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