Back-to-School Advertising Agenda: How context impacts the online consumer shopping experience

It’s not just students who are excited about the back-to-school season — the outlook for marketers is positive too. With U.S. back-to-school spending expected to reach more than $67 billion this year, advertisers are presented with a massive opportunity to connect with their target audiences.

In fact, nearly 9 in 10 back-to-school consumers plan to do their shopping online, giving marketers the chance to make a huge digital impact. In our latest study, IAS surveyed both students and parents of students to understand consumer shopping behavior and how contextual ad targeting influences purchase decisions.

Here’s a sneak peek of what we discovered…

• 93% of back-to-school consumers find it important that ads they see are relevant to the content they are viewing
• 72% of back-to-school consumers typically consume back-to-school content on social media
• 60% of back-to-school consumers find online advertising helpful in making their purchasing decisions

Download Back-to-School Advertising Agenda to explore the consumer behaviors that digital marketers should consider to ensure they’re capitalizing on the start of a new school year.