If your products are aimed at audiences under the age of 12, YouTube Kids is the leading platform to promote them. Its use has become popular in all countries, because it offers a world of learning and fun created especially for children. Through this platform, YouTube offers content for children and reaches more than 35 million weekly users, including not only children but also their families.
However, all ads sold in the YouTube Kids application must comply with additional advertising policies, in addition to the general advertising policies of YouTube. And not all agencies are, like 2btube, authorized to serve advertising in the application.
In general, YouTube Kids advertising is very limited. As a user, when you select a YouTube video in the application, an advertising bumper may appear followed by a video ad before the video you have selected. Said ad will appear marked as such with a disclaimer.
Thus, the only format available on YouTube Kids is the in-stream video ad. In general, the maximum duration of the spot is between 15 and 20 seconds for non-skippable ads and 60 seconds for skippable ads. This excludes the 3-second bumper ads that may appear before the paid ad itself.
Something very important is that links are disabled in the application, so you cannot click on the ads that appear on YouTube Kids.
And you cannot publish interest-based ads, with remarketing and other tracking pixels. This is due to the regulations implemented as of the Coppa Law.
Product Categories Restricted on YouTube Kids
In addition to prohibited content such as those with adult content and sexual connotations, contests or considered violent; paid ads for the following products cannot be shown on YouTube Kids:
- Multimedia content not suitable for minors: It is prohibited to publish multimedia content not suitable for users under 13 years of age. This is the case of film advertisements with a rating above “PG” (according to the MPAA) and TV shows with a rating above “G” (according to the TV Parental Guidelines system of the United States).
- Beauty and fitness: It is not allowed to publish advertisements for products related to external personal care, fitness, exercise, weight loss, diets and nutrition.
- Dating or relationships: You cannot publish paid ads for dating sites, family counseling, and services related to marriage or divorce.
- Food and drinks: It is prohibited to publish advertisements for food products and beverages, whatever their nutritional content.
- Illegal or regulated products: Products that are regulated or that are illegal to advertise among children are prohibited. This also applies to products that put children’s safety at risk.
- Online or virtual communities: You cannot publish advertisements for platforms and services related to virtual communities created for members to interact mainly online.
- Political ads: Political paid ads of any kind are prohibited, whether about political candidates or what they defend, such as about political parties, about political action or fundraising committees, or about their activities.
- Religious ads: It is not allowed to publish religious paid ads of any kind.
- Video games: You cannot publish advertisements for electronic video games (or their accessories) for video consoles, computers or any other electronic device (such as mobile phones or tablets) if their rating is not suitable for children under 13 years of age. For example, the maximum permitted ratings are E10+ (according to the ESRB system), PEGI 7 or any other equivalent in the sector from another country according to the IARC. Ads for applications or websites with interactive educational material are allowed, such as puzzles, worksheets, math problems and language learning exercises.
If your product is not part of those restricted categories and you want to know more information about how we could reserve advertising inventory on YouTube Kids for you, do not hesitate to contact us.