Exclusive: KidsKnowBest – context is everything

Published on: 9th December 2021

Rob Lough of KidsKnowBest, explains why it’s time for progressive brands to skip the demos and dive straight into the stuff that matters in 2022.

When Apple recently introduced privacy changes to its products, it sent advertisers, publishers and the whole industry scrambling for solutions, according to Rob, who is co-founder and chief brand officer of data-led creative media agency KidsKnowBest.

As AdTech giants battle it out in the name of privacy (and profits), for once, the consumer is benefiting. Privacy is now on the agenda for the AdTech world, which means targeting individuals through personal data will be more of a challenge than ever.

Rob says: “When we first created KidsKnowBest, we focused on giving kids a voice; we constantly talk to kids and families about how they want to experience brands and how they want brands to communicate with them. One thing we have found out is that no child, or parent, is the same. Which is something brands have to be considerate of when making and marketing content and products. Contextual marketing isn’t just a compliance requirement: it’s the most logical strategy.

The best communication reaches the right person at the right moment with the right message, and this is what contextual thinking can help us do. At KidsKnowBest, our insights and data-first approach, through qual, quant and data science, means we have thousands of contextual profiles based on keywords, from Lego to Leo Messi.”

To read more on the company’s keyword planner and other contextual planning tools and strategies, read the full article, which appeared in the December edition of Toy World, here.

Rob Lough can be contacted on


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