Knowledge is Power: Mobile Stats on Back-to-School Shopping
One of my all-time favorite television commercials is this Staples riff on the differing reactions of kids and parents when it comes to back-to-school shopping. The jaunty song juxtaposed with the kids’ miserable faces still makes me laugh even though those child actors are probably out of college by now.
The only people more excited about back-to-school shopping than the dad in the Staples ad are marketers. Mobile advertising is a terrific way to reach on-the-go consumers as they decide where to spend their back-to-school money. To that end, we looked at data from back-to-school campaigns on our platform to create our latest infographic. We hope you download it and use it to inform your campaigns. Some highlights:
- Computers and other electronic devices are now common in classrooms. Eighty-one percent of back-to-school campaigns are within the retail vertical, and 24% of those are electronics retailers.
- Given a clear-cut deadline (the start of the semester), back-to-school ads are most often about getting people into brick-and-mortar stores, opening their wallets, and buying stuff. Increased foot traffic is the goal of 64% of back-to-school campaigns, four times more than usual.
- People procrastinate when it comes to shopping almost as much as they do when it comes to homework. The engagement rate on back-to-school ads increased threefold between July and September.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.