Marketecture: Get Smart. Fast. Episode 114: Kate O’Loughlin on why Kids Ads are SuperAwesome
Mar 14, 2025
Kate O’Loughlin, CEO of SuperAwesome, discusses the complexities of marketing to children in the digital age. She emphasizes the importance of creating safe and engaging advertising for kids amidst growing online safety regulations like COPPA 2.0. The conversation dives into the preferences of Generation Alpha, showcasing their creative media habits and digital interactions. Kate also touches on the impact of AI in advertising and the evolving landscape of corporate governance in the sector, alongside insights into the dynamic creator economy on platforms like Roblox.
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SuperAwesome's Mission for Safe Internet
- SuperAwesome's goal is to build a safer internet for the next generation by making kids and teens feel seen, heard, and included.
- Inclusive engagement and compliant monetization fuel youth digital ecosystems, preventing kids from drifting into unsafe spaces.
Kate’s Journey to CEO
- Kate transitioned from ad tech to CEO at SuperAwesome after expanding its US operations and serving as COO.
- She credits former CEO Dylan as a key sponsor who prepared her for leadership during the company's transition.
Youth Data Privacy Laws Evolving
- Regulatory momentum is growing to protect youth data privacy by raising the protected age from 13 to potentially 16 or 18.
- Regional laws like COPPA 2.0 and the UK’s age-appropriate design code reflect increasing focus on safeguarding youth online.