ASTRO'S digital marketing arm, Blaze Digital, has announced a collaboration with kid-safe digital media company TotallyAwesome in a move to expand its reach to the children’s digital market.
One in three internet users today is a child. Additionally, a research by TotallyAwesome in Asia Pacific showed that kids are spending more time online.
However, together with the increase in time spent online come the growing concerns of parents. And they have reasons to feel so.
Based on the same research, 75 per cent of parents revealed that their kids had already experienced issues such as being exposed to inappropriate content or fallen victim to bad influence.
To address this issue, there has been a simultaneous surge in data privacy requirements, ensuring that children are only served appropriate brand messages.
This ‘filter’ however, is taking a toll on brands, making it more difficult for them to reach out to their young target audience.
“Advertising to the kids’ segment has always been an extremely complicated and contentious proposition for advertisers but it need not be.
With this collaboration, Blaze enables brands to interact and communicate with their targeted (kids) audience in an extremely brand safe, relevant and carefully curated environment,” said Blaze Digital's Vice President Andy Yap.
“This curation ensures all parties’ interests—kids, parents and brands—are addressed.”
With TotallyAwesome’s research showing that children have become influencers for many household purchase decisions—some even hold purchase power by themselves with RM205 per month in regular pocket money, it is no wonder why brands want to engage with kids in the digital space.
Leveraging on TotallyAwesome’s ad platform AwesomeAds and its advanced contextual targeting algorithm, brands will be able to engage with kids on relevant, safe and appropriate kids and teens content, delivering a more focused reach to the right audience and ensuring 100 per cent brand and kid safety.
TotallyAwesome’s CEO Quan Nguyen added, "Malaysia has always been an important market for us. Today, we have partnered with Malaysia’s largest digital broadcaster, who is as passionate as we are about the safety and privacy of children in the digital sphere. TotallyAwesome is ready to stand behind Astro and Blaze Digital to bring responsible and safe advertising to brands in Malaysia.”
The partnership also allows clients the use of Kidfluencer marketing. In Malaysia, TotallyAwesome’s Kidfluencer marketplace boasts an accumulated following of 22 million with a total of 0.8 billion combined views. Again, safety and compliance is key—with every Kidfluencer required to be SAFEFAM certified, a program for family and under-13 social content creators.
Yap concluded, “The kids’ digital market is a new playground for us, and we look forward to delivering great—and safe—brand campaigns with TotallyAwesome.”
Media Statement
Mon Apr 08 2019
Based on the same research, 75 per cent of parents revealed that their kids had already experienced issues online. -Filepix
Freedom Flotilla to Gaza: Guinea-Bissau akur kepada Israel, tidak beri kebenaran guna bendera bagi misi pelayaran
Kerajaan Republik Guinea-Bissau dilaporkan tunduk dan akur kepada gesaan Israel untuk tidak membenarkan misi pelayaran Break The Siege: Freedom Flotilla to Gaza menggunakan bendera mereka.
Penyakit berkaitan haba dikhuatiri meningkat di Gaza
Penularan penyakit berkaitan haba panas menjadi kebimbangan terbaharu di Gaza selepas suhu luar jangka melampau melanda wilayah itu setiap hari. Ia sudah semestinya diburukkan lagi dengan kekurangan air bersih dan ketiadaan sistem pembuangan sisa pepejal yang sepatutnya wujud di sesebuah kawasan didiami manusia.
Ilhan Omar melawat peserta tunjuk perasaan
Wakil Dewan Perwakilan Amerika Syarikat (AS) Ilhan Omar mengadakan lawatan di kampus penyokong Pro Palestin di Universiti Columbia New York pada Khamis.
Dua lelaki didakwa jadi 'tali barut' kepada China
Dua lelaki yang mana salah seorangnya pernah bertugas di Parlimen United Kingdom (UK) enjalani proses perbicaraan di mahkamah London pada Jumaat selepas didakwa menjadi tali barut menyalurkan maklumat sulit kerajaan kepada negara tembok besar itu.
Polis serbu pejabat 'Save the Children' di Guatemala
Polis Guatemala melakukan serbuan mengejut ke atas pejabat-pejabat Pertubuhan Save the Children di pelbagai lokasi di negara itu. Ia bagi mencari bukti dakwaan pertubuhan yang memperjuangkan kebajikan kanak-kanak itu, terlibat dalam jenayah penderaan terhadap golongan itu.
LIMA '25 dianjurkan pada 20-24 Mei tahun depan
Pameran Maritim dan Aeroangkasa Antarabangsa Langkawi 2025 (LlMA ‘25) akan dianjurkan pada 20 hingga 24 Mei tahun depan bertemakan Innovate Today, Thrive Tomorrow.
Malaysia komited tingkat hubungan dua hala bersama Libya
Malaysia terus komited mempertingkatkan hubungan dua hala yang berterusan bersama Libya demi manfaat bersama dalam pelbagai sektor.
Demi rakyat, Zahid-Muhyiddin henti saman fitnah
Presiden Umno, Datuk Seri Ahmad Zahid Hamidi dan Presiden Bersatu, Tan Sri Muhyiddin Yassin bersepakat untuk menamatkan pertikaian peribadi antara mereka.
Sultan Selangor berangkat ke Majlis Bacaan Yassin di Pangkalan TLDM
Sultan Selangor Sultan Sharafuddin Idris Shah yang juga Kepten Yang Dipertua Tentera Laut Diraja Malaysia (TLDM) berkenan berangkat ke Pangkalan TLDM Lumut di Perak bagi menghadiri Majlis Bacaan Yasin, Tahlil dan Khutbah Khas sempena Sambutan Hari TLDM ke-90.
PM Anwar pulangkan elaun Pengerusi Khazanah
Perdana Menteri Datuk Seri Anwar Ibrahim memaklumkan beliau memulangkan elaun sebagai pengerusi Khazanah Nasional Berhad yang diterimanya dan sekali lagi menegaskan tidak menerima gaji bagi jawatan Perdana Menteri yang disandangnya sejak November 2022.
Blaze Digital, TotallyAwesome umum kerjasama sasar pasaran digital kanak-kanak
Bagi membendung masalah ini, pelbagai langkah diambil bagi memastikan kanak-kanak terhindar daripada capaian tidak sewajarnya.