Our Insights
- Parents discover toys on YouTube and TikTok first. This year across our YouTube campaigns, we’ve consistently hit an average CPC of £0.01 and an average CPM of £2.25 for the parent demographic, demonstrating cost-efficient reach.
- TikTok Shop is also proving powerful: 83% of shoppers discover new products there, and 70% discover new brands (TikTok Newsroom, 2025). Our video campaigns targeting parents on TikTok are hitting 30% completion rates, showing strong engagement in an untapped platform for that audience.
- In the UK, 72% of children aged 2‑12 watch YouTube for an average of 83 minutes/day, and over a third of parents say their most recent kid-related purchase was driven by a YouTube ad (Kidscreen, 2025).
- Influencer-led content drives discovery. In the publishing sector, we’re experts at harnessing influencer content and infiltrating the #BookTok market. This approach delivers value for budget, with campaigns seeing an average CPC of £0.21, while building awareness and social proof for key titles.
Video drives recall and conversions
Kids are more than twice as likely to recall ads on YouTube compared to TV, and significantly more likely to ask parents for products they’ve seen there (VideoNuze, 2025).
Our campaigns leverage this by feeding awareness and traffic data into downstream conversion campaigns on Google and Facebook, creating a rounded e-commerce strategy. Keeping ROI at the core.
Strategic pacing maximises results
In our experience, maintaining awareness throughout Q4 and then amplifying campaigns during Black Friday and final shipping cut-offs keeps audiences engaged and drives stronger performance across the funnel.
Using multiple platforms in this way ensures your brand stays top of mind and efficiently moves customers from discovery to purchase.
So how can Rocket help you? If you want to engage more parents scrolling for gift ideas, or make your brand stand out to a youth audience, we are best placed. We’ll make your media spend work hard, so you don’t have to.
info@wearerocket.co.uk
