Back-To-School Advertisers Cast Online Net

Back to School II

For kids and teens, back-to-school season every fall means the chance to reinvent themselves with a fresh new wardrobe, the hottest backpack, and colorful school supplies. For marketers, this crucial retail season means the launch of new advertising campaigns.

Given the ever-evolving face of media, where do kids and teens go to discover what’s hip, what’s hot, and what’s “must-have” for the playground, classroom, and cafeteria? And, equally important, how do advertisers reach this audience on their home turf?

Kids and teens now spend more time online than engaged with any other form of media. According to comScore Media Metrix, in the U.S. alone, over 35 million 6-to-17 year olds use the Internet every month. Teens alone now have a total annual aggregate income of $80 billion, while the buying power of kids is expected to total over $21 billion in 2010.

“Rather than blindly follow the cues of Madison Avenue, the generation of kids that grew up online are actively creating and pollinating marketing trends themselves,” says Matt Freeman, CEO of GoFish Corporation, an online network of websites specially designed for kids, teens, and their families. “Kids are communicating about fashion using the power of community sites, chatting about trends in virtual worlds, and accessorizing their avatars online.”

Recognizing that kids, teens, and their co-viewing parents represent a vital consumer demographic, GoFish launched an entertainment and media network focused on kids, teens, and moms. The Network reaches over 23 million unduplicated online users domestically and 71 million worldwide and includes sites like Miniclip, Cartoon Doll Emporium and WeeWorld. GoFish currently ranks as the third largest U.S. youth opportunity and a top five “mom” opportunity for blue-chip advertisers.

It was no surprise then, when Sears launched the back-to-school campaign for this fall, it turned to GoFish. The network developed immersive online experiences to reach kids in engaging new ways including customized back-to-school branded experiences that include a virtual Sears clothing store and runway contest on Cartoon Doll Emporium and WeeWorld Sears WeeMee assets and contest.

“Savvy retailers,” says Mr. Freeman, “are beginning to realize that reaching this all-important audience requires more than simple traditional print and broadcast advertising.” Visit www.gofishcorp.com to learn more.

Contacts

IRG
Susan Morgenbesser, 212-825 3210