TotallyAwesome introduces kid-safe video on demand platform to Asia Pacific
To cope with the increasing demand for kids-safe online video content, TotallyAwesome has launched its first video on demand (VOD) ad platform in Asia Pacific.
In Singapore, the company has partnered with Mediacorp to extend this reach.
According to the digital media company, with 42% of six to 14-year-olds watching TV on devices, it wants kids to use VOD combine the experience of full screen viewing with the ability to choose exactly what they want to see, when they want to see it, and flexibility of viewing on a range of devices, in any environment, while providing a brand safe environment for advertisers.
In Singapore, the company has partnered with Mediacorp to extend this reach further through the broadcaster’s OTT platform Toggle, to allow multi-platform engagement with kids for brands.
"Kids are switching their preference from traditional programmed TV to digital TV content with VOD viewing being one of the most popular activities. We are pleased to have such great partners to expand the reach of our marketplace with this new format and are working on similar launch partnerships in other APAC countries in the coming months,” said TotallyAwesome’s chief executive officer Quan Nguyen.
“We provide high quality international and local content for kids that entertains, engages and educates. We deliver this content across linear and non-linear platforms to cater to all media consumption habits. Kids are an important, niche audience for Mediacorp that need to be treated with care.”
TotallyAwesome also recently launched a child-friendly incubator for kids in APAC who are keen to become YouTube content creators.