Pitching Food to Kids Online
July 19, 2008
The kids are online, but many marketers aren’t.
More than one-half of spending by food and beverage companies targeting children in 2006 went to traditional measured media, according to recently released data from the US Federal Trade Commission (FTC). New media accounted for only 5% of such spending that year.
The FTC noted a wide range of digital methods used in marketing food to kids, including Websites, advergames, downloadable activity sheets, coloring pages, stickers, iron-on decals, text messaging, podcasts and Webisodes.
Creating Websites geared toward youth increasingly makes sense, since more than four out of 10 US children ages 3 to 11 are now online—and the number is growing.
Nearly eight out of 10 children ages 12 to 17 in the US are online, and eMarketer predicts that percentage will climb to 87% by 2011.
Mothers are among the most digitally savvy consumers in the US.
For more information at http://www.emarketer.com
