Marketecture Podcast Summary
Episode 114: Kate O’Loughlin on Why Kids Ads are SuperAwesome
Release Date: March 14, 2025
Host: Ari Paparo and Eric Franchi
Guest: Kate O’Loughlin, CEO of Super Awesome
1. Introduction to Super Awesome and Kate O’Loughlin [01:11 - 04:37]
Ari Paparo and Eric Franchi welcome Kate O’Loughlin, CEO of Super Awesome, a pioneering company in youth marketing and ad tech. Kate explains the origin of her company's unique name, tracing it back to a merger between "Box of Awesome" and "Swapit," culminating in "Super Awesome."
Notable Quote:
“Building something for a quarter of the world's population that none of the rest of AdTech and MarTech attend to is a good idea.”
— Kate O’Loughlin [03:57]
2. The Mission of Super Awesome [04:37 - 05:53]
Super Awesome is dedicated to enabling a safer digital ecosystem for youth. Their mission revolves around making children and teens seen, heard, understood, and included, thereby preventing them from venturing into unsavory parts of the internet.
Key Points:
- Safety and Inclusion: By ensuring youth are valued, Super Awesome helps keep them safe online.
- Collaboration with Brands: They work with advertisers to engage youth responsibly, ensuring compliance with regulations while fueling creative and safe advertising initiatives.
3. Kate’s Journey to CEO and Spin-Out from Epic [05:53 - 09:33]
Kate shares her transition from a decade-long career in ad tech, including roles at MediaMath and TapAD, to leading Super Awesome. She highlights the company's acquisition by Epic Games in 2020, which was aimed at making the Metaverse inclusive for all players, particularly younger audiences.
Notable Quote:
“Epic is our minority owner and investor, the company is owned by the management team and the employees and we're off rocking to the races a year and into independence.”
— Kate O’Loughlin [09:14]
Key Points:
- Epic’s Role: Provided tools for parent consent in gaming, enhancing child safety.
- Spin-Out: Super Awesome transitioned to independence with Epic as a minority investor, allowing them to prioritize youth-focused media initiatives.
4. Current Landscape of Kids and Youth Media [09:33 - 14:25]
Kate discusses the regulatory "stick" and the market "carrot" influencing youth advertising.
Regulatory Stick:
- COPPA 2.0: Proposed extension of data privacy laws to protect individuals up to age 16 (currently 13 in the US).
- Global Regulations: Similar protections are being considered in New York, California, Europe, and the UK, aiming to safeguard youth online.
Market Carrot:
- Brand Loyalty: Companies like Lego thrive by marketing to kids, ensuring a pipeline of lifetime fans.
- Economic Value: Marketing to kids today drives sales now and secures future brand loyalty.
Notable Quote:
“The continued understanding and education of how important audiences are for sales today and connecting them with who they'll be as Lifetime fans tomorrow is improving.”
— Kate O’Loughlin [12:41]
5. Marketing Strategies for Kids vs. Teens [13:06 - 17:54]
Differences in Engagement:
- Kids vs. Teens: Marketing strategies must account for the distinct preferences and behaviors of younger children versus teenagers.
- Granular Audience Understanding: Moving beyond age-based stereotypes to cater to nuanced interests and developmental stages.
Creator Economy and Platforms:
- Roblox as a New Social Hub: With 40 million games, Roblox represents the new frontier for social media and creator-driven content.
- Entrepreneurial Opportunities: Kids engage in digital side hustles, creating and monetizing user-generated content (UGC).
Notable Quote:
“Kids are spending their time today and it's who they want to be and what they're engaging in.”
— Kate O’Loughlin [15:53]
6. Age Verification and Data Privacy [17:54 - 20:17]
Challenges in Age Verification:
- Complexity of Implementing COPPA: Balancing data privacy with effective advertising strategies remains a contentious issue.
- Platform Responsibilities: Publishers must accurately identify and flag content for youth to ensure compliance, but current systems often fall short.
Super Awesome’s Role:
- Tech Solutions: Provides tools to maintain compliance and protect consumer data throughout the ad buying process.
Notable Quote:
“There's a real tension point there. And again, maybe it's TTD or maybe it's a different company that just blows this category wide open and brings the best of both together.”
— Eric Franchi [48:25]
7. Impact of AI on Youth Media [20:17 - 23:58]
Gen Alpha as AI Natives:
- High Adoption Rates: A significant portion of Gen Alpha regularly uses AI tools like ChatGPT.
- Future Workforce: These digital natives will expect and leverage AI-driven tools in their professional environments.
Generational Shifts:
- Changing Skill Sets: Traditional skills like Excel may become obsolete as AI integration deepens.
- Creative Processes: AI will transform how content is created and optimized, aligning with Gen Alpha’s native familiarity with technology.
Notable Quote:
“Gen Alpha is the AI native, right? We talk about digital natives and millennials and Gen Z, but Gen Alpha, they are the AI natives.”
— Kate O’Loughlin [20:35]
8. The Future of the Open Web and Content Fragmentation [23:58 - 25:49]
Content Explosion:
- Fragmented Fandoms: The vast increase in available content leads to highly specialized and dispersed audience segments.
- Challenges for Publishers: Navigating this fragmentation requires innovative strategies to engage and retain loyal audiences.
Strategic Implications:
- Investment in Diverse Content: Publishers need to diversify their content offerings to cater to a wider array of interests.
- Building IP: Developing unique intellectual properties becomes crucial in standing out within a saturated digital landscape.
Notable Quote:
“Now that dissipation of fandoms has really started to explode. And that's connected to the amount of content that's available and the fragmentation of content.”
— Kate O’Loughlin [24:27]
9. Ownership and Future of TikTok [25:49 - 26:25]
Potential Acquisition Challenges:
- Complex Ownership Dynamics: Multiple parties, including influencers and tech companies, are vying for control over TikTok.
- Strategic Uncertainty: The outcome remains uncertain, with possibilities ranging from complete acquisition to platform shutdown if ownership disputes fail to resolve.
Market Implications:
- Influence on Youth Advertising: TikTok's fate directly impacts how brands engage with Gen Z and younger audiences through short-form video content.
Notable Quote:
“And I think they're not even really engaged in the sale. They don't have a banker. There's no, like, set on valuation. They're, they're not like, gearing up for sale themselves.”
— Kate O’Loughlin [26:25]
10. Generational Shifts and Their Impact on Skills and Creativity [23:16 - 23:58]
Changing Skill Landscapes:
- From Excel to AI Tools: Future analysts and media professionals will likely favor AI-driven tools over traditional platforms like Excel.
- Creativity and Technology Integration: Gen Alpha’s seamless integration with AI will redefine creative processes and outcomes.
Educational Implications:
- School Curriculums: Emphasis on modern digital tools prepares Gen Alpha for future roles in ad tech and marketing.
- Workplace Expectations: Companies must adapt to the evolving skill sets and technological proficiencies of the new generation.
Notable Quote:
“Their handwriting is terrible too, but their typing skills are amazing, you know, and that's because of how much time they're spending at school and at play, you know, online.”
— Kate O’Loughlin [23:16]
Conclusion
In this episode, Kate O’Loughlin provides an insightful look into the evolving landscape of youth advertising and the critical role Super Awesome plays in fostering a safer, more inclusive digital environment for children and teenagers. From navigating complex regulatory frameworks to leveraging the power of AI and understanding generational shifts, Super Awesome is at the forefront of transforming how brands engage with younger audiences responsibly and effectively.
Final Notable Quote:
“If you're a maker of those things, you need tools to be compliant and to attend to safety and the things that you have to do a bit differently for youth audiences.”
— Kate O’Loughlin [05:53]
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