With over 50% of 2022 advertising budgets from Toys and Games advertisers invested in digital media, Generation Media’s Jon Chambers looks at 2023 media planning.

The news of CITV’s closure from the end of August will only accelerate the trend to focus on digital in 2023. Surely that should make 2023 media planning easier? Disinvest in TV and up-weight digital? If digital were a single platform channel then maybe so, but the reality is there is a panoply of options available to brands, and determining which to use, at the right times, can make all the difference.

The latest data provided by Giraffe Insights has identified three ‘Magical Moments’ to most effectively reach and influence children’s audiences: The Breakfast Club, The Hobby Hole and The Family Favourites.

In the article, Jonathan expands on these opportunities for brand engagement in more detail. The Magical Moments identified by Giraffe Insights are powerful platforms for brands to build campaign strategy on. They do however need to be analysed in the context of your brand, your target audience and your objectives. Giraffe hosts a wealth of data applicable to all children’s demographics that can be customized to respond to your brief.

To read the full article, which appeared in the April edition of Toy World, click here.

If you’d like to learn more about how Magical Moments can enhance your campaign strategy, speak to one of the experts at Generation Media. Or contact Maxine.Fox@giraffeinsights.co.uk to find out how you can have this specialised research at your fingertips.