Generation Media Booklet

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Proudly continuing to serve the Toys & Games industry

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the NUMBER 1 Parents, Children AND Youth Specialists

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CHILDREN + BRAND = POWER generationmedia.co.uk

10

A NNIV ER SA R Y

LISA morg an

DEA WEL N LER

Lisa Morgan

Dean Weller

Managing Director

CEO

April 2018 marks 10 years since the launch of Generation Media, a key milestone for the company within a period that has offered marked change within both the media and Toys & Games industries.

It seems like only yesterday we were signing the first client to Generation Media. In fact, it was 10 years ago, in early 2008. At the same time that we booked our first TV spot, Boris Johnson was appointed Mayor of London, and the country was feeling the full force of the credit crunch – not necessarily the ideal time to launch a Business. Just ask Woolworths – who closed their first stores later that year. But courage, namely that of those inaugural clients who backed us, paid off.

Developments in technology have led to dramatic changes in consumers’ media habits, with children’s audiences arguably spearheading this movement. The media industry battles to keep abreast of the advances, with many of the tools and approaches no longer relevant or worse still fit for purpose.

In 2008 the iPhone was brand new; the iPad was still in development. We predicted then that these devices would change the face of children’s play and TV viewing patterns, and ‘boy’ were we right.

Fast forward to 2018 and kids are getting older, younger, and faster as a result of the connected, content-rich world in which they are growing up in. One constant is that children are still children and their safety remains paramount in a changing media landscape.

As leaders in this space we have worked tirelessly to stay at the forefront of the transition with our approach to insight, planning, trading and measurement adapted to fit a modern media world.

Those children who we first “shook hands” with in 2008 are now heading into ‘millennial-hood’, some in employment with Generation Media, others becoming parents themselves… and so the circle is complete.

Where a gap exists we look to fill it, allowing us to offer our clients media solutions that help protect them from the external forces of change both current and future.

We hope you enjoy the following pages, which review our first decade of trading. Over this period, we are proud to have achieved our status as the No.1 parents, kids and youth independent media strategy, planning and buying specialist in the UK and Ireland and in future years we will continue to extend our Generation Brand into new markets and territories. And finally we would be nothing without our clients and supplier-partners, without whom there would be no 10 Year Anniversary.

We thank all of you for coming on the journey with us.

Here's to the next decade!

To celebrate our 10 year anniversary we have captured the key milestones of change, sharing our predictions for the short and long term future for both the Toys & Games market and our business. As Abraham Lincoln once said “the best way to predict your future is to create it.”

But first a few words from our Founder and CEO Dean Weller on his take of the decade’s developments...

GENERATION MEDIA EVENT TIMELINE 2 008

2009

2010

GENERATION MEDIA established

MOVE TO GRAFTON MEWS

IPA Membership

2011

launched

2012

Established No. 1 Toys & Games media buyer

2013

launched

2014

2015

launched

2016

2017

2018

Awarded Investors in People Silver

CPD Platinum

GENERATION MEDIA 10th Anniversary

i n 2014

Obama becomes president ITV Player launched

Facebook surpasses MySpace in number of users

Whatsapp launched

EVENT TIMELINE

Freeview Digital Switch

i n 2010

iPhone 3G launched

41% of 7-10s watch video on demand

Xbox Kinect launch date

Youth, Kids & Family Insight Specialists

iGen launched

Snapchat launched 2008 – 25th December, Wallace & Gromit: A Matter of Loaf and Death draws a total audience of 16.2M individuals (28.4 avg. TVRs) on BBC1 – the highest rating show of 2008.

FB like button is created YouTube reaches 1 billion views a day

Frozen is released

2010 – 19th February, Eastenders draws a total audience of 16.4M individuals (28.9 avg. TVRs) on BBC1 – the highest rating show of 2010

UK Enters recession

2011

i n 20 10 Half of Mums with children under 5 buy toys or games online

Disney Channel and Disney Jr become commercial channels

2012

World population reached 7 billion

nGen Digital launched

Dancing on Ice

Instagram launched

PS4 launched

i n 2013 2% of 7-10s watch VOD on Netflix weekly

Google + launched

i n 2011 Fun Radio is rebranded as Fun Kids radio after its acquision by Folder Media

Woolworths closed their UK doors for good Twitter Sponsored Tweet launched

Sources: GB TGI 2010-2017, GB YOUTH TGI 2010-2017, BARB/Mediaocean 2008-2017

28% of 7-10s access internet on a tablet

Pinterest reach 10 million unique users

FB like button is created Sony's Cassette Walkman Discontinued

Mums with children under 5 watch 0.48 hours of online videos per week

2014

i n 2016

7-10s watch 1.8 hours of online videos a week

2016: Half of 7-10s are watching TV whilst surfing the internet

Richmond sells channel Five to Viacom

Twitch is launched

Blockbuster goes into administration

Netflix launched

FB reaches 1 billion users

i n 2017 UK triggers article 50

Digital radio switch over to three national digital multiplexes

7-10s watch 2.74 hours of online videos a week

Trump becomes president Female Doctor Who launched

2016

The Media Aggregator launched

Nintendo Switch launched

2017

66% of Mums with children under 5 buy toys or games online

PopJam launched

2016 – 26th October, The Great British Bake Off Final draws a total audience of 15.9M individuals (26.9 avg. TVRs) – the highest rating show of the year

2018 3.0

Fidget Spinners launched

The Media Aggregator 3.0

i n 2016 Sky launched Ad Smart TV

Summer of the Ice Bucket Challenge

70% of 7-10s access internet on a tablet Ellen DeGeneres’ selfie becomes most retweeted of all time

Instagram launched sponsored post (UK)

Pokemon Go launched

i n 2016

3% of Mums with children under 5 watch VOD

1/4 of Mums with children under 5 watch VOD

2014 –13th July, World Cup Final (Germany vs.

Argentina) draws a total audience of 15M individuals (25.6 avg. TVRs) – the highest rating show of the year

YouTube Kids Launched

Saturday Morning TV viewers increase

China One Child Policy comes to an end

i n 2013

SuperAwesome was founded

1 in 3 mums of children under 5 watch children’s TV content

2015

i n 2013

Game of Thrones starts

Moshi Monsters Launched

MSN Messenger closes

Over 1/4 of Mums with children under 5 are watching video on demand content

Vinyl sales overtake Digital sales for first time ever in UK

i n 2014

i n 2015

Habbo Scandal

iPad launched

57% of 7-10s watch video on demand

Star wars force awakens from 2015 is the highest grossing UK film of all time – £123M

Musical.ly launch date

2013

Disney buys Star Wars

Generation Media launched

Shazam launched

1 in 5 of 7-10s watch TV whilst surfing the internet

Fun Kids radio station goes digital and national

Facebook turns 10

i n 2014

12th August, 2012 Summer Olympics Closing Ceremony draws a total audience of 24.5M individuals (42.6 avg. TVRs) – the highest rating show of the decade

Pinterest launched

2010 2009

25 million iPhones sold

YouTube launched paid channels

Now TV launched

Established No. 1 Toys & Games media buyer

i n 2015

i n 2017

New ASA rules to ban high fat, salt and sugar food and drink in all media for under-16s

Instagram video launched

2008

Spotify launched in UK

3% of Mums with children under 5 were watching video on demand content

i n 2016

Lidl launch toy sale

i n 2017

Sky Kids Go App launched

EU GDPR / COPPA

12% of 7-10s watch VOD on Netflix weekly

i n 2017 Mums with children under 5 are watching 1.12 hours of online videos per week

Despacito uploaded onto YouTube and has most views to date

iGen Insights relaunched as Giraffe Insights

SPOT THE DIFFERENCE

Our navigation of a dynamic media landscape PRESENT DAY then

In 2011 we accepted the challenge of visualising how the internet looked to a British child.

Follow the map from left to right for younger to older, moving south to north for boys to girls targeted sites. Island size demonstrates monthly unique users.

Here we present the evolved map with new additions and sites such as YouTube linking the islands together.

Get in touch with us to see what happens next in the journey on our ‘Internetland - Teenage & Young Adult’ map.

FUTURE

Decline in TV viewing

Changes in TV measurement and buying systems

Demand has outstripped supply yet we have maintained delivery and quality in a volatile market place.

Automated TV programmatic systems will become the norm with key personnel optimising and measuring success. No longer will you buy “TV” but video content in its entirety, tailoring schedules to laser target audiences.

Decrease in attention

New technology fuelling distraction

Second screening has caused an Attention Apocalypse.

The Media Aggregator; our proprietary planning tool helps to advise on how to split your media budgets by platform more efficiently.

Augmented and virtual reality, plus technologies we are yet to even imagine, will add further distraction; changing how we view. It is our job to continue providing joined up strategies, cross platform.

Uptake in On Demand

The future of live viewing

Content is King. Kids and the Screen: Changing the Channel is measuring the unmeasured; helping to understand Kids 2-9 platform viewing and shape the way we plan and buy audio visual in the future.

Children are chasing content on devices that offer immediacy. Whilst online giants Facebook & YouTube are yet to master the live market, the future will see these become more prominent on live schedules.

now

Growth in Online

Blurring the media lines

New digital online opportunities are constantly emerging allowing for new routes to target your key consumers. Training for both our team and clients is essential in the face of increased online regulation.

‘TV’ and ‘Digital Online’ will merge into platform-neutral ‘Video’ as advertisers chase the content chasers. Legislations and codes will need to adapt to fit this new world.

Pan regional approach

Shift to global

The UK is a lead market in the shift to online. Our international network The Next Generation Media Exchange enables a shared strategy approach by territory with a centralised management point saving you time and resource.

The future will see a congregation of content owners offering one global buying point with one multi-territory programmatic buying system.

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+44 (0)207 307 7900 contact@generationmedia.co.uk

generationmedia.co.uk