With digital content consumption continuing to soar among kids in Southeast Asia, digital ad platform SuperAwesome’s Asian joint venture is making its move into kids content development.
In making that happen, SuperAwesome Asia, which was established in partnership with Inspire Ventures last year, has plans to launch a digital content studio in the region.
With more than 70 million kids in its network, Singapore-based SuperAwesome Asia already holds a significant foothold in the digital kids ad space across ASEAN (Indonesia, Malaysia, Singapore, Thailand and Vietnam). The company is now looking at a range of short-form content opportunities and potential partners, with the intention of establishing several dedicated video content studios.
While London-based parentco SuperAwesome specializes in the advertising sector, a foray into content isn’t a far stretch for its Asian arm. Company founder Dylan Collins (who serves as chairman of SuperAwesome Asia) was previously on the board of animation studio Brown Bag Films, prior to its acquisition by 9 Story in 2015. And Paul Nunn, who was responsible for Outfit7′s Talking Tom YouTube strategy, joined SuperAwesome earlier this year.
Also making headlines earlier this year was a SuperAwesome research report on the media consumption habits of 1,800 kids aged six to 14 across Indonesia, Malaysia, Singapore, Thailand and Vietnam. Among the findings was the fact that kids in Southeast Asia are twice as likely to view content on a tablet or smartphone than on a TV screen.
Currently reaching more than 250 million kids each month across mobile, web and online video, SuperAwesome’s technology and products power kid-safe advertising, parent-portals and COPPA compliance for brands like Lego, Warner Bros., Hasbro, Spin Master and Nintendo.