Most kids today live their lives online, immersed in a mobile and digital landscape. This brave new world has revolutionized childhood. Kids and teens now create and consume enormous amounts of online and mobile content. Their access to people and information presents both possibilities and problems. While the Internet is a platform for innovation and economic growth and brings rich resources for entertainment and learning, the very nature of digital interaction creates deep concerns about kids’ privacy.
The media environment for children and teens has changed dramatically in recent years, and so, too, has the advertising environment – perhaps even more so. Advertising to youth now includes product placement, immersive websites, advergaming, viral marketing, mobile ads, social-media marketing, and precise behavioral and geographic targeting. The purpose of this report is to inventory the new techniques being used, and to review what we do and don’t know about the extent of children’s exposure to advertising through media.