During Advertising Week LATAM 2024, Pamela Díaz Chávez, Country Manager of Kids Corp Mexico, shared her insights on the challenges and opportunities brands face when aiming to connect safely and effectively with audiences under 18 in the digital space. The discussion covered topics ranging from the impact of regulations like COPPA to the purchasing power of young people and the technological innovations enabling responsible and effective campaigns for this audience.
Challenges in connecting with audiences under 18
One of the main obstacles brands face in Mexico when targeting minors is the lack of accurate data on their habits and behaviors, as well as the availability of advertising inventories that comply with current data privacy regulations. “When brands want to connect with audiences under 18, they encounter two major limitations: a lack of data and inventories not aligned with privacy regulations,” Díaz explained.
The impact of COPPA and Kids Corp’s role in privacy
The growing demand for transparency and the implementation of regulations such as COPPA and LGPD require companies to remain committed to ensuring a safe environment for young users. Díaz emphasized that Kids Corp is dedicated to building a secure and internet. The company not only adheres to international regulations but is also certified by KidSAFE, an FTC-approved program that ensures COPPA compliance.
Behavior and consumption preferences of kids and teens in Mexico
Kids Corp conducts continuous surveys of more than 16,000 young people in Mexico annually, gathering deep insights into their behaviors and preferences. “Digital consumption is essential for kids and teens. Digital platforms are their main source of entertainment: 71% prefer watching videos on YouTube, and 59% enjoy playing video games in their free time,” Díaz explained.
The influence and purchasing power of minors at home
Minors have a significant influence on household purchasing decisions in Mexico. According to Kids Corp, 9 out of 10 minors influence purchases in categories such as clothing, toys, food, hygiene, and entertainment. “Seventy-nine percent of kids and teens in Mexico saw their favorite ad online, and 50% of them either purchase the advertised product or ask for it to be purchased,” Díaz added, underscoring the importance of this segment for brands' marketing strategies.
Kids Corp’s tools for a safe environment
Kids Corp has developed its own DSP, allowing unique market segmentation to optimize campaigns within the programmatic ecosystem securely and in compliance with privacy regulations. “We ensure that ads genuinely reach U18 audiences safely and foster a proper association between brands and this audience,” Díaz noted.
Challenges and opportunities for 2025
In 2025, the industry will face challenges such as stricter regulations and a greater demand for transparency in data usage. “Shared responsibility will be key, with content creators adapting their material and brands investing in technology that ensures safe experiences for minors,” Díaz pointed out. Kids Corp aims to be a strategic partner in this evolution, helping brands engage ethically and effectively with this segment.
A success story in connecting with U18 audiences
Díaz shared a success story involving a CPG brand seeking to position a new product line using popular characters. Kids Corp collaborated with the brand to select the right license, identify audience interests, choose secure placements, and develop creative formats tailored to the target age group. “We exceeded the campaign’s goals, ensuring cost efficiency and measurable results,” Díaz explained.
Growth in marketing to U18 audiences
Finally, Díaz highlighted the significant growth potential for marketing aimed at kids and teens in Mexico. Thanks to technology and precise segmentation capabilities, brands can maximize their campaign impact and strengthen their relationships with new generations. Platforms like Kids Corp not only comply with regulations but also enhance profitability and precision in marketing strategies.
In summary, the vision of Kids Corp and Pamela Díaz Chávez positions the company as a leader in U18 audience marketing, guiding brands toward safe, relevant communication aligned with the values of new generations.
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