Maximize your impact this back-to-school season

It’s officially back-to-school (BTS) season and advertiser attendance is key, now throughout the end of September to attract shoppers. Given the large range of products needed across pre-to-graduate school levels, BTS shopping lists are expansive and create a huge opportunity for a myriad of advertisers to act. This paired with increased BTS spending, student enrollments, and volume of online BTS shoppers, make this season incredibly opportune. The BTS insights deck below focuses on the United States market but can be used directionally for other markets as it reflects similar trends observed worldwide and Audience targeting options available in most markets.

Our comprehensive analysis reveals a dynamic shift in shopper behaviour. BTS shoppers are embracing a hybrid approach, with 56% expressing a preference for online purchases and a remarkable 72% shopping online on a weekly basis.

Moreover, the impact of Audience Ads cannot be overstated. BTS shoppers exposed to these ads are 3.7 times more likely to visit advertiser websites and 3.6 times more likely to engage in conversion activities.

Furthermore, BTS shoppers can be segmented into three profiles: Parents/Guardians, Students, and Educational Professionals. Maximize your BTS reach with tailored plans for each shopper profile’s distinctive needs. Recommendations for keyword, ad creative, and Audience targeting strategies by profile are available and highly encouraged.

For a deep dive into the year-over-year Search trends by category, along with forecasting, Audience insights, and native advertising takeaways, we invite you to download the full insights package here to learn more.