With a monthly reach of nearly 250 million kids, UK-based digital marketing platform SuperAwesome is positioned for global growth following a US$7-million financing round.
The two-year-old startup, headquartered in London with offices in New York, Bangkok and Sydney, was founded by serial entrepreneur Dylan Collins at a time when privacy regulations and US Children’s Online Privacy and Protection Act (COPPA) guidelines ushered in major changes for the under-13 market.
The Series A funding is led by IBIS TMT, Twenty Ten Capital, Sandbox and Co. (whose other investments include Family Education Network and Hopster), and it will be used to grow operations within North America and Southeast Asia.
SuperAwesome’s AwesomeAds tech is integrated into apps and websites and ensures that kids are not tracked by marketers. The company also guarantees that all content included in digital ads is 100% child-appropriate. Positioning itself as a kid-safe advertising tool for family brands including Hasbro, Mattel and LEGO, the platform is currently accessed by more than 70% of the largest independent kids content publishers including Roblox, Outfit7, Bin Weevils, Zepto Labs and Moviestarplanet.
With money to grow, SuperAwesome’s insight reports and expansion efforts will accelerate alongside a digital kids market that’s predicted to reach US$2 billion by 2018, according to industry analysts.