Back-to-school OOH campaigns are capturing shoppers' attention

Published: June 30, 2022

The Harris Poll, in partnership with OAAA (Outdoor Advertising Association of America), recently released the “Consumer Insights and Intent Q2 2022” report, discussing the tremendous role out-of-home (OOH) advertising will play as consumers prepare to shop for back-to-school (BTS) products in-store.

Let’s take a look at the findings and see why OOH reinforces BTS purchasing decisions:

BTS Shoppers plan to boost spending!

75% of shoppers plan to spend more than expected on BTS merchandise this summer.

Of those BTS shoppers:

32% plan to spend a lot more
56% plan to spend up to $500
44% plan to spend more than $500
24% plan to spend the most on clothing
20% plan to spend the most on laptops/personal computers

OOH ads are influencing BTS purchasing decisions

Prices are the most significant driver for shoppers purchasing back-to-school supplies. 68% of BTS shoppers will be looking for OOH ads to provide information promoting special sales and deals.

Most relevant OOH ads for BTS shopping include:

88% value and savings
79% convenience and location
75% businesses supporting the local community

Summer spent OOH Shopping

A majority of shoppers (69%) are planning to purchase BTS merchandise in brick-and-mortar stores.

And BTS spenders are eager to shop this summer with:

43% planning to shop in August
20% planning to shop in July
13% planning to buy some each month until school starts

The 2022 back-to-school shopping season offers a massive opportunity for retailers and advertisers, especially as students return to full-time in-person learning. Out-of-home advertising is a great marketing strategy to reach BTS shoppers as they enter physical retail locations and notice OOH ads more than ever. If you’re ready to reach shoppers on their BTS shopping journey, our team is prepared to help you plan your DOOH campaign today at no charge! Contact us at concierge@adomni.com.

Written By: Julia Cramer

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