TotallyHer Canada, a unit of digital media company Evolve Media focused on women and families, has launched a new kids-focused division called TotallyKidz.
The company has signed an exclusive partnership with Spil Games that gives it access to inventory on global gaming sites including GirlsGoGames.com, AGame.com and GamesGames.com.
According to Evolve, TotallyKidz is the second largest kids media property within comScore’s Family and Youth category, with its 15 properties reaching approximately one million monthly users in Canada.
The company said TotallyKidz was created to reach an audience that is a significant influencer of household spending. The new business unit will use Evolve’s ad tech stack to deliver “high-impact” rich media ad solutions geared towards Fortune 500 brands.
Gaming is a “lean-in” experience that attracts highly engaged audiences. TotallyKidz’ inventory is comprised primarily of in-game video ads that cannot be fast-forwarded or skipped.
Walder Amaya, Evolve Media’s executive vice-president of international sales and operations, said the business unit is focused on a “truly unique” audience of kids and tweens who actively choose PC, tablet or mobile gaming over television viewing.
“This demographic – which is largely underserved but growing by the minute – is a key factor in successful marketing,” said Amaya in a release.
