time is just around the corner, which means that brands and retailers need to
start ramping up their advertising to parents. It is a period when a typical
family will spend hundreds of dollars on goods and companies are given a huge
opportunity to increase sales.
The scope of the back-to-school market
opening up their wallets and spending big on back-to-school necessities in
2017. According to Statista, the average U.S. family plan to
allocate $687 for their items, which is the highest that
back-to-school spending has been since 2013. Families with children going to
college will earmark $970 for school supplies, according to National Retail
Federation. Overall, U.S. back-to-school retail sales are going to climb to
$857 billion, which is a 4% uptick from last year, according to eMarketer.
If retailers and brands want to reach parents and students and encourage them to purchase,
they need to advertise to them through the relevant channels. It's not too late: In fact, 21% of back-to-school parents are planning on doing their shopping a week before school starts.
How do you reach them? This year, it’s
all about mobile.
Utilizing mobile advertising for
More than half
of retailers are going to change their marketing approach to parents this
back-to-school season by focusing on mobile. In addition, 89% of marketers plan
to boost their investment in mobile advertising, according to Retailmenot.com.
parents and students already know where they are going to spend their money,
20% of shoppers are unsure whether they will buy online or in-store, according
to Deloitte. This means that $5.4 billion of spend is currently undecided, and
that retailers still have a chance to capture consumers’ attention.
Reaching back-to-school shoppers with
mobile video advertising
method for connecting with these ambivalent shoppers is through mobile video
advertising. In a time when more than half of video content is
viewed on mobile devices, according to WordStream, retailers
and brands are placing more emphasis on mobile video advertising.
One survey by
IAB revealed that 62% of advertising decision makers are going to boost their
mobile video spend. To keep up with the competition, companies in the
back-to-school space need to be doing the same.
What to promote through mobile video
When it comes
to mobile video advertising, retailers and brands will likely focus on
showcasing three different offers: In-app promotions, single use promotion
codes and free shipping.
because 65% of marketers will advertise in-app back-to-school promotions and
60% will offer one-time use promotion codes to increase purchases, according to
Retailmenot. More than 90% of shoppers will plan on taking advantage of free
shipping, according to National Retail Federation.
Getting started with mobile video
advertising this season
advertising is going to enable retailers and brands to sync up with consumers
this year and sell more goods than ever before. By connecting with consumers on
their level, retailers have the opportunity to promote their back-to-school
products and boost their bottom line.