WildBrain’s Emma Witkowski and Lara Ilie break down the opportunities for brand owners to reach families in today’s media landscape.
In today’s dynamic media landscape, parents and their digital-native offspring expect seamless, multi-platform experiences that connect them to IPs they love. Whether a brand started on screen or not, now every brand is required to build meaningful connections with families through content on screens of all sizes. Cross-platform advertising strategies to engage with this new reality can extend engagement far beyond the screen.
Emma Witkowski, VP Media Solutions at WildBrain, says:
“Traditional advertising no longer fits today’s licensing and retail model. Families engage across multiple platforms—brands must do the same to stay relevant.”
WildBrain’s in-house Media Solutions team empowers brands to connect with audiences through premium and bespoke advertising solutions across the most popular family platforms, including YouTube; Connected TV offerings, such as FAST (Free ad-supported TV) and AVOD (Ad-supported Video on Demand) channels; and gaming. Media Solutions a key element of WildBrain’s Audience Engagement pillar, which covers all forms of distributing and connecting content with global family audiences—part of a 360° offering alongside Content Creation and Global Licensing.
The Power of Shared Viewing
WildBrain’s recent research, The Connected Family: Screen Time is Bonding Time, reveals that today’s parents are turning to shared screen time and gaming to form meaningful bonds with their kids, ranking screen time to be their third-most important bonding activity, just behind mealtime and traveling together. It’s not just passive viewing—89% of parents are actively watching the same screen as their children during these moments.
Witkowski, says:
“Brand owners can no longer overlook this shift. Family bonding over content and games is fuelling conversations, strengthening fandoms, and ultimately shaping purchasing decisions. This deep engagement extends beyond the screen, driving families to connect with brands through products and experiences.”
In fact, over 70% of parents have made purchases based on integrated brands they’ve seen when watching video content or while gaming with their kids.
FAST, YouTube and the cross-platform strategy
Today’s audiences are fragmented. Kids and families move seamlessly between entertainment platforms, making omni-platform strategies vital for brands to reach them wherever they’re watching.
Lara Ilie, VP, AVOD and FAST at WildBrain, said:
“In this fragmented environment, FAST and AVOD offer a space for brands to directly target family audiences.”
WildBrain is the world’s leading distributor of FAST channels in the kids’ and family space, with approximately 150 channels launched across leading platforms. WildBrain’s FAST slate doubled viewership last year, achieving approximately 15 billion minutes of watch time across its channels globally in 2024.
“FAST continues to gain traction as a destination for fans with single IP channels delivering quality content round the clock,” added Ilie. “For advertisers, it’s a direct way to target their core demographic.”
WildBrain empowers brands to optimize their business dollars with strategies to reach this critical audience at scale where they’re watching, offering an unmatched advertising inventory against premium, broadcast-quality IP.
YouTube offers equally important advertising opportunities—WildBrain’s deep experience and broad network of channels gives it a sizable advantage in the space, with 17 billion minutes watched per month on its channels. As with FAST, brand owners, licensees and retailers can run targeted media campaigns across YouTube to engage their fan community. This advertising only shows up on premium kids shows and channels we operate.
Shifting ad dollars to digital in a brand-safe way
WildBrain’s advertising offering is COPPA- and CARU-compliant, ensuring controlled ad placements against premium, broadcast-quality IP on leading digital channels, delivering brand campaigns effectively, responsibly and safely.
Media Solutions empowers brand owners to maximize shared screen time and cross-platform strategies, effectively driving brand awareness by engaging kids and families across their favourite platforms.
Witkowski, said:
“WildBrain are trusted partners to leading toy and entertainment companies. Our strategies help to bridge fans, content and brands, driving 360-degree success. As pioneers in family-focused advertising, we’re shaping the future where IP owners, brands, licensees and retailers can engage with audiences in a responsible and meaningful way.”
