Back to school season is upon us. Here is what advertisers should know about consumer buying habits.

1. *We asked 100 agency media buyers with BTS clients how important it is to keep their clients' ads free of bot traffic.
Audience Profile & Ad Strategy
Back to School 2014
Who Will Shop?
Where Will They Shop?
Solve Media Strategy Solve Media Strategy
Solve Media Tip Solve Media Tip
What Will They Buy?
Heavy up your ads 1-2 weeks before the first day of school and
immediately after school starts. 21% of our consumers will shop 1-2
weeks before and 20% will shop immediately after.
68% of our consumers will focus on school supplies. However, all
categories see an increase in spending.
Focus on moms, but don’t neglect families and dads. Only 63% of
back to school consumers are moms. (Strong potential in alternate
shoppers, including dads.)
Take advantage of back to school spending while increasing brand
favorability and purchase intent. Consumers will shop at many
stores, this is a critical time to win market share.
20% After School Starts
13% 1-2 Days Before School Starts
15% 3-7 Days Before
21% 1-2 Weeks Before
12% 3 Weeks - 1 Month Before
17% More than 1 Month Before
Our Mom Network Includes
» Parents.com
» MarthaStewart.com
» Egreetings.com
» BetterRecipes.com
Apparel - 4%
Electronics - 7%
All Categories - 21%
School Supplies - 68%
» Woman’s World Magazineof purchases are
made buy moms63%
Office Depot- 6%
Staples - 12%
Other- 5%
Walgreens - 3%
Target - 18%
Walmart - 55%
68%
21%
$75 Billion will be spent on back to school this year
71% of agency media buyers* replied keeping their
clients' ads free of bot traffic is very important to critical
When Will They Shop?
55%
18%