Tristan is managing partner & head of client services at Azure Media, a leading youth and parent specialist media agency.

“Over the past decade,” writes Tristan, “advertisers have had to navigate a media landscape that’s shifted towards digital media with audiences becoming more fragmented and harder to reach. The past few months have accelerated this, with kids spending more time in the home with their media of choice. Set against this and in the context of this year, it’s worth picking out a few key themes for advertisers which will only grow in importance in the months ahead.”

Have greater control over your media investment

Disruption this year and the uncertainty it has caused has left advertisers in need of extra time to make investment decisions, and added flexibility over that investment. Media agencies need to cater to these needs. “This will become more important in the final quarter,” says Tristan.

Future proof your TV strategy

“The selling power of advertising toys and games products via the TV set is unquestionable,” Tristan explains. “It’s the leading awareness and sales generator. The growing challenge for the industry however has been how to maximise reach of campaigns on kids’ commercial channels. Disney will be removing their channels from both Sky and Virgin platforms this October, reducing the number of commercial channels available to advertisers. This should be the moment for advertisers to plan in earnest and strategise how to make the best out of their TV investment beyond kids’ commercial channels.”

YouTube is a TV platform

YouTube is the no.1 video platform for reach and engagement with kids by some way, according to Tristan, and advertisers should therefore be rethinking the role of YouTube as viewing grows on the TV set.

To read Tristan’s full article, which was published in the September issue of Toy World, click here.