M12, the venture capital arm of Microsoft recently invested in a child-friendly advertising platform named SuperAwesome, however, the exact figure was not made public. SuperAwesome already has a number of prominent clients, including Mattel, Hasbro, Lego as well as NVC Universal.
One of the main products from the kid-friendly advertising platform is named 'AwesomeAds,' and it gives markers the ability to purchase ads with contextual information, instead of data from children. This allows the platform to protect the data of children and provides a safe and ethical environment. The platform also has content creation tools and a software platform that allows developers to create content with verifiable parental consent. Lastly, SuperAwesome also runs a kid's social media platform, named PopJam.
Image Credit: SuperAwesome
Key Themes Behind This Trend
- Child-friendly Advertising
- Microsoft investment in SuperAwesome platform highlights the need for child-friendly advertising and ethical data handling with contextual information.
- Contextual Advertising
- The SuperAwesome platform provides an opportunity for marketers to purchase ads with contextual information for a more targeted approach.
- Verifiable Parental Consent
- SuperAwesome's software platform for developers allows for content creation with verifiable parental consent, offering a compliant and safe way to engage with children online.
Where This Applies
- Marketing
- The need for child-friendly advertising presents a disruptive innovation opportunity in the marketing industry for companies that prioritize ethical data handling and contextual advertising.
- Toy and Entertainment
- SuperAwesome's prominent clients in the toy and entertainment industry, like Mattel, Hasbro, and Lego, demonstrate the potential for disruptive innovation opportunities in creating child-friendly products and services.
- Software and Digital Media
- SuperAwesome's Kid's social media platform, PopJam, highlights the potential for disruptive innovation opportunities in creating software and digital media specifically for children, with a focus on safe and ethical interactions with the platform.
