How are technology and data changing marketing for the new generations?

Demian Falestchi, CEO of Kids Corp, was in Mexico during Advertising Week Mexico where he discussed significant findings from his research with children and adolescents.

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Currently, 1 in 3 internet users is under 18 years old, making it the fastest-growing audience in a market with privacy regulations different from the adult market. Today, 78% of children and teenagers strongly influence household purchases, and 40% have access to their own money.

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The majority of martech solutions focus only on adults. In fact, 7 out of 10 dollars invested in advertising to reach those under 18 are wasted using platforms designed for audiences over 18, never reaching the target audience.

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How to approach a naturally protected audience?

Demian mentioned that they sought to be sponsors of Advertising Week Latin America to share updates and knowledge: "We wanted to share cases, and in our conference, we talked about how brands engage with new consumers; today, one in three Internet users is 18 years old, and it is essential to emphasize that these spaces were designed for adults."

The executive noted that this niche is unique because there are regulations protecting them, so it's crucial to rethink how to understand these minors and keep them anonymous. Kids Corp has panels where they collect information from 84,000 households declaratively, following strict rules to acquire knowledge while respecting the identity of minors.

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"We are a company with values, dealing with the most vulnerable beings, but also the most creative and innovative. We must impact them through creativity with different and memorable ads. Our model has unique data, machine learning, and experts that allow us to offer this information in the best possible way."

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The challenge they faced in 2023 was to turn their platform into a Self-Service. Demian Falestchi emphasized that it is crucial to reach platforms where audiences are and create content based on community interests. "A good content strategy for value touchpoints is necessary."

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Falestchi stressed that in Latin America, there is a significant opportunity for advertising to support platforms and content where children and adolescents develop their tastes, trades, and careers. "In line with this, we will see an increasingly regulated, suitable, and relevant market, considering products that respect audience privacy."

Kids Corp also aims to integrate trends such as Augmented Reality and stay ahead to understand the Passion Points of audiences.} "It is also essential to understand the challenge for parents: they can develop likes, interests, passions, but it is also a place where there are many risks and dangers: we need to create a culture," emphasized Demian.

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"It is also essential to understand the challenge for parents: they can develop likes, interests, passions, but it is also a place where there are many risks and dangers: we need to create a culture," emphasized Demian.

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Successful closure of 2023 for Kids Corp

In a statement, the company specializing in the U18 segment announced that it closed operations with an 80% growth, a result of its business in Latin America, the United States, and EMEA.

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"After 9 years of uninterrupted growth, making significant investments and bringing in the best talent, we managed to consolidate the first marketing technology stack for the U18 segment, providing the best solutions for clients such as Lego, Mattel, Disney, Warner Media, Hasbro, Universal Pictures, Kellogg's, Spin Master; and partners such as IPG Mediabrands, Omnicom, WPP, among others. We are proud to present the most sophisticated U18 martech stack globally today. Our technologies continue to generate global adoption: Kite is the first all-in-one Demand-Side-Platform for reaching U18 audiences, and Askids is the first data and insights platform, which in 2023 has already analyzed over 200,000 families on their habits, tastes, preferences, and behaviors," highlighted Demian Falestchi, CEO of Kids Corp.