Kidscorp has named former Kidoodle.TV chief content officer Brenda Bisner as managing director for the United States. Bisner will report to co-founder and CEO Demian Falestchi and lead a growing local team, with a brief to deepen ties with American brands, agencies, studios and media partners.
A purpose-built pipe for under-18 advertising
Kidscorp was founded in Argentina in 2015 and has expanded through Mexico, Colombia, Brazil, Chile, Peru and the US. The company sells what it describes as an under-18 advertising operating system that spans audience insight, planning, creative, delivery and measurement across YouTube, connected TVs, games and apps.
Its core claim is that the US has more than 70 million children and teenagers, but traditional ad-tech was built for adult audiences and struggles to reach youth across fragmented platforms and media environments.
- 70 million children and teenagers in the US.
- 2015 founding year for Kidscorp.
- 28 years Bisner has spent in kids content.
- 40,000 episodes across the Kidoodle library she helped build.
The operator behind the move
Bisner arrives less than three months after leaving Kidoodle.TV following the receivership of parent company A Parent Media Co. At the AVoD service, she led acquisitions, content strategy and partnerships, helping take the platform into more than 160 countries and assembling a library that included Sesame Street, SpongeBob, PAW Patrol, Barbie and Ryan’s World.
“Under-18 media is at a breaking point. The models that fund great children’s content are eroding, and too much of the money meant for kids and teens never reaches them,” Bisner said.
She framed the gap as a plumbing problem rather than an audience problem, arguing that the pipes connecting brands to young audiences were built for adults. Falestchi echoed the position: “kids and teens deserve advertising built for them, not adapted from adults.”
What media buyers should watch
The appointment signals that youth reach is being restructured as a distinct infrastructure problem. For agencies and entertainment marketers, the practical question is whether current youth campaigns are genuinely youth-first or simply adult ad-tech with age parameters dropped on top.
For kids content producers and AVoD platforms, the pitch matters because it aims to reconnect ad money to the content engine. If youth ad revenue becomes easier to plan and measure, the argument goes, more of it can flow to the creators and catalogues that serve under-18 audiences.
The early test will be whether American brands already familiar with Kidscorp convert that familiarity into a larger US team and expanded local deals. Bisner gives the pitch a credible operator, but the market will measure success by budgets moved, not by the size of the problem being described.
Source: C21media
