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

Written By: Julia Cramer

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