DOOH strategies for back-to-school advertising

Back-to-school season is a pivotal moment for families, students and teachers as they prepare for the year ahead. From hunting down the perfect backpack to stocking classrooms and furnishing dorm rooms, shoppers are focused and intentional—making it a key time for brands and retailers to be present.

Next to Black Friday, back-to-school shopping is the second busiest retail moment of the year, with sales projected to reach $84.5 billion this year. If you're looking to reach these consumers, now is the time to get your marketing strategy in place. In fact, 55% of back-to-school shoppers start their purchases in early July, which means planning ahead is key to ensure your message is front and center as the shopping rush begins.

With its ability to reach specific audiences at key moments in the path to purchase, digital out-of-home (DOOH) offers a powerful way to reach back-to-school shoppers. In fact, 71.6% of consumers say they prefer to shop in person for back-to-school products, making real-world environments critical for brand visibility.

So how do you make an impact through the chaos, excitement and anticipation of a new school year? Here are three DOOH strategies to help brands ace their back-to-school campaigns:

1. Audience targeting 101

Understanding your target audience is the first step to launching a successful campaign. Back-to-school shoppers aren't just parents—your audience includes students, educators and even grandparents, each with distinct needs and motivations. These groups can even influence each other's purchasing decisions! According to Deloitte, 85% of parents say they can be swayed to splurge on their children's must-have items, while 50% also plan to treat themselves.

By tapping into a mix of first-and third party data, brands can reach these shoppers at scale with personalized, relevant content—delivering the right message to the right people at the right times.

Some key audiences to consider for your back-to-school campaigns include:

• Parents of school-aged children
• Deal seekers
• Online shopping enthusiasts
• Brand loyalists
• Category buyers (i.e. clothing, electronics, furniture, grocery, etc.)

2. Pencil in the right venues

Back-to-school shoppers are often making decisions on the go—during commutes, weekend errands and last-minute supply runs. DOOH gives brands the opportunity to connect with these consumers in real-world moments, placing messaging in contextually relevant environments where purchase decisions naturally happen. Consider activating in venue types such as: 

• Grocery stores and convenience stores, where parents are shopping for their household and family meals.
• Transit stations and urban panels, catching students, teachers and families on the move.
• Shopping malls and big box retailers, where new clothes, school supplies and home furnishings are top of mind.
• Near colleges and university campuses to reach students and teachers as they prepare to get set up for the year ahead.

DOOH goes beyond the usual back-to-school hotspots. From airports to gyms, residential buildings and family-focused venues, our marketplace offers high-impact environments across the entire consumer journey.

3. Stay sharp with dynamic creative

Back-to-school season doesn't follow a single timeline—it unfolds in waves. Calendars vary by region, promotions shift week-to-week and last minute shopping is a given. In fact, 37.1% of purchases happen in just 2 to 4 weeks before school starts, making timing a critical factor. Need to update your creative mid-campaign or launch a last minute sale on the fly? DOOH gives brands the power to pivot—enabling near real-time creative swaps and activations that keep your messaging relevant, timely and effective throughout the entire season.

Take that agility even further by incorporating dynamic creative, adapt your message promotion, location, audience or even time of day. For back-to-school campaigns, these tactics ensure your message hits home: 

• Before school begins: Build anticipation with countdowns or major sales and promotions—creating urgency and excitement as consumers prepare for the year. 
• During key shopping weekends: Highlight proximity to nearby stores to drive foot traffic and inspire quick, in-the-moment purchases.
• During daily commutes: Share timely meal ideas as parents and teachers commute home, helping them solve the "what's for dinner?" dilemma in real-time.
• For last-minute essentials: Capture purchase opportunities before school starts by promoting local deals for clothing, supplies and groceries.