Territory: UK Period: November 2016 Competitor Report Methodology Children s Sites Gaming Sites YouTube Facebook E-retail Sites Parenting Sites

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2 Territory: UK Period: November 2016 Competitor Report Methodology Children s Sites Gaming Sites YouTube Facebook E-retail Sites Parenting Sites Nielsen AdDynamix

3 Nielsen online competitive spend tracking is limited to the major sites and networks, thus excluding much of the activity carried by our key trading partners. In order to keep up to date of competitive activity in this space we manually search the sites and platforms for visibility of relevant online activity available in the public domain. This data is then combined with campaign information picked up by Nielsen reporting. Estimations of investment levels are then made based on the mechanic, visibility and duration of activity based on the following scale: 1. Low level of Investment 2. Moderate Level of Investment 3. High Level of Investment 0k-15k 15k- 30k 30k+

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5 Display around the Nickelodeon site which drives to a bespoke Skylanders Microsite The microsite contain a competition and game

6 Partnership across the SuperAwesome Network for Skylanders Imaginators Contains homepage takeovers, skins, banners, pre roll and drives to Skylanders site where to buy page

7 Display around the Nickelodeon site which drives to a bespoke Microsite The microsite contain a competition and game

8 Pre roll across SuperAwesome pre school properties Clicks through to information page

9 John Adams Disney Princess Jelly Stickers expandable floor ads running across the Cartoon Network site. Find out more drives traffic to information product page.

10 Expandable Floor Ads across the SuperAwesome network, which contain the TVC, information on the product with a click out find out more. As with all John Adams products, it clicks through the product page on the John Adams site.

11 Rubie s Disney Princess pre roll on Disney Jr. Clicks through to information and product page on owned site.

12 Hallmark Itty Bitty Star Wars figures. With display around the Disney site Clicks through to product info site showcasing the product range

13 Ravensburger My 3D Boutique pre roll across the Disney channel girls content Clicks through to competition page

14 Hasbro Pie Face pre roll running across the SuperAwesome network. Clicks through to product site page with more video content.

15 LEGO Super Heroes pre roll on Cartoon Network. Clicks through to Lego website with additional video content and character profiles.

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17 High Impact Interactive Homepage Takeovers on A Game, which contains skins, with integrated video Drives to a hub with TVC and simple game

18 Mini game interstitials across EA and Rovio Game consists of a simple racing content and when completing the game users have the option to watch the TVC

19 High Impact Takeover with video for My Little Pony Friendship Club. Clicks through to bespoke My Little Pony site with its own virtual world and game as part of a longterm deal with SuperAwesome.

20 Super Mario with an interactive takeover across Miniclip with video Drives to retailer Game.

21 Mini game interstitials across EA Games and Rovio Clicks through to retail

22 Expandable Premium Takeover for Pokemon trading game. Contains a Match the Pairs game, TVC and find out more button driving to Pokemon site.

23 Super Mario Maker game for Nintendo 3DS expandable floor ads on A Game. Once expanded contains TVC with click driving to external retail.

24 Video masthead across multiple Venatus boys focused gaming properties running exclusive game content. Clicks through to retail.

25 Georgie dog across the Venatus Network. Driving traffic to the product page with info on the site.

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27 Branded videos across a host of Kids influencers including Toys and Me, Gorgeous Movies, EthanGamer and Kiddyzuzaa

28 Disney s Moana and Lego City ran video ads on YouTube Kids.

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30 Sponsored display and video content on Facebook from kids brands including Rubies. VTech and LEGO.

31 Sponsored display and video content on Facebook from supermarkets and parenting sites including Tesco, Aldi, Bounty and Emma s Diary.

32 Sponsored display and video content on Facebook from parenting including Cybex, Venicci, Bednest, Bepanthen and Minbie.

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34 As we approach Christmas we continue to see toys and games brands featuring heavily in Amazon sponsored products

35 Hooklogic covers e-retail product sponsors across many retail sites including Argos, The Entertainer, Tesco and Asda. Many brands are taking advantage of featuring across multiple retailers with Hook Logic.

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37 Homepage takeover on Babycentre for Baby Annabell Clicks through to UK site

38 Site takeover across Netmums for Very targeting gifting audience Clicks through to Christmas Shop

39 Site takeover which clicks through to Christmas Gifts page

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41 Retailers have had high visibility across programmatic environments this month focusing on discount messaging

42 Final Fantasy utilised countdown mechanism to build excitement for launch over Black Friday weekend

43 November continued to see Toys and Games brands being extremely active across the digital space. With some larger brands including Anki Overdrive spending 200,000+ with one publisher alone. As inventory increases in demand we are seeing an increasing number of sites employing more hard-hitting (and expensive) formats which in previous months haven t been selected by advertisers such as Expandable MPUs and Floor Ads. Even at a basic aesthetic level, sites look busier with ads, notably the networks of Disney, SuperAwesome and Venatus. Brands big and small are investing in Influencers. ToysAndMe continues to the be most popular but Gorgeous Movies, EthanGamer and Emily Tube are all seeing larger numbers of Toys and Games brands. Kids sites such as Disney and Nick seem to use as a chance to build awareness with lower levels of spend. While the larger builds are seen across the networks of SuperAwesome and Venatus Toys-to-life brands such as Skylanders are investing significantly in a mobile strategy to reach new audiences.

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