The pandemic has made the back-to-school season unpredictable for retailers.
Despite the share of back-to-school ads dropping 69% for the week of 16 August 2020, 74% back-to-school ads are being displayed on TV or online platforms, according to a Numerator study. Also, ad share for back-to-school ads has increased to 33% on TV this year, compared to 19% in 2019.
Facebook, Instagram, Snapchat and TikTok have seen a growth of seven minutes (average) more per day compared to 2019. Merkle’s Emily Roe says having a nimble strategy can help move ad dollars as consumers’ media consumption behaviour shifts.
Analysing retailer’s sales data can provide insights into product categories that will be in demand in late summer and early fall. Brands must prioritise products in ads to reflect the new back-to-school trends.
[4 minute read]