Report reveals children’s viewership is dominated by YouTube
Precise TV has today announced the appointments of Tom Drinkwater and Samson Wong, as it unveils its first-ever Precise Advertiser Report: Kids (PARK), showing YouTube dominates children’s viewership and performance categories.
The company’s first-ever PARK report, which looks at parents and their kids aged two to 12, aims to show a picture of video consumption in children, exploring the key media platforms and content kids are watching.
It revealed that nearly nine-in-10 kids surveyed consume YouTube content, and 46% of that is via connected TV (CTV). 83% of kids co-view YouTube on CTV with their parents.
Nearly 70% of children aged 10-12 are aware of YouTube Shorts, the platform’s short-content offering.
The report said commercial recall on YouTube is twice as strong as any other platform, followed by broadcast TV and online videos.
25% of 10-12 years old are likely to recall an ad on TikTok, as the social platform continues to grow in popularity. 6 in 10 kids have bought or asked for something they’ve seen on TikTok.
Meanwhile, Drinkwater joins the team as sales director while Wong is its new head of ad ops, APAC – both to support the company’s sales and business development efforts with brands and agencies in the region.
Based in Sydney, Drinkwater and Wong will work closely with managing director of Australia and New Zealand, Sean Sparks.
Sparks said: “We’re bolstering our Australian team with two respected industry veterans who are well positioned to help our clients leverage our research and insights. The timing of these events couldn’t be better.
“We’re experiencing an unprecedented number of agencies and clients partnering with us, and we are able to deliver them a genuine competitive advantage underpinned by industry leading results,” he said.
Sparks assisted Precise TV’s cofounders Christian Dankl and Nadav Shmuel in building the first version of its offerings in 2015. The company has experienced significant growth since, with advertisers looking to drive stronger business outcomes through video-level ad targeting.
The company said its interest began with kids, pharmaceutical and consumer goods companies, and has now expanded to include automotive companies and travel destinations looking to drive sales.
“Agencies and brands have been telling me about Precise TV for a while now, and I’m seeing the spenders in the biggest categories asking for the performance video ad solution that only we can deliver,” said Drinkwater.
Drinkwater was recently group business director at OOH adtech company Veridooh, with other experience from companies including Scroll Media and Sports Entertainment Network.
Wong, who was most recently working in the adtech buying division of WooliesX, said: “There’s incredible growth potential with this business.
“I’m eager to support the operation and build upon the impressive infrastructure the team has built.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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