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Using CTV Advertising to Make the Grade in Back-to-School Marketing

CTVMedia BuyingBest Practices

As students and parents look ahead to the beginning of a new school year, retailers, brands, and advertisers are gearing up for one of the busiest shopping seasons on the calendar: back to school. With students of all ages heading back to class, the demand for everything from school supplies to clothing to electronics increases significantly. In fact, back-to-school shopping is a big business, with billions of dollars spent each year on back-to-school items.

Last year, back-to-school spending for grades K-12 totaled estimated $37 billion, while college spending was around $74 billion, according to the National Retail Federation, for a combined $111 billion – an increase from 2021’s record levels. Parents spent, on average, $661 per child in grades K-12 on back-to-school purchases, per a 2022 Deloitte Back-to-School Survey.

However, as NPR noted, inflation being at a 40-year-high contributed to the increased spending, with parents reporting that they bought fewer products than before. With that cost-conscious trend most likely to continue in 2023’s macroeconomic environment, it’s more critical than ever for back-school-marketers to find new and more effective ways to reach and convert shoppers to their products and brands. That’s where streaming and CTV advertising can help.

Most Popular Products Purchased for Back to School

When it comes to back-to-school shopping, the list of products being bought (and advertised) is long and varied. Some of the most popular items include:

  • School Supplies: Pens, pencils, notebooks, and other basic school supplies are always in high demand during the back-to-school season.
  • Clothing and Accessories: From new school uniforms to trendy clothing and accessories, students of all ages are on the hunt for stylish items to help them stand out in the crowd.
  • Electronics: Laptops, tablets, and smartphones are becoming increasingly important for students of all ages. Many retailers offer special deals on these items during the back-to-school season.
  • Backpacks: A sturdy, reliable backpack is a must-have for students of all ages. Brands and retailers are offering a wide range of backpacks in different styles and price ranges.

Target Audiences for Back-to-School Marketing

Back-to-school shopping targets a wide range of audiences, including:

  • K-12 students: These are the youngest and most traditional target for back-to-school shopping.
  • College students: As college students head back to campus, they are in need of everything from dorm room decor to laptops and textbooks.
  • Parents: With their children heading back to school, many parents are on the lookout for deals on everything from school supplies to clothing.

How CTV Advertising Can Help Back-to-School Advertisers

One way that back-to-school advertisers can reach their target audiences is through connected TV (CTV) advertising. CTV advertising allows brands and retailers to reach consumers on their living room TV screens through streaming services. This can be especially effective for back-to-school advertising, as many families spend more time at home during the summer and may be more likely to see CTV ads.

In addition to reaching a wider audience, CTV advertising also offers a number of other benefits for back-to-school advertisers. For example, CTV advertising allows for more targeted and personalized ad campaigns, as advertisers can use data such as viewing history and demographics to tailor their ads to specific audiences. This can help ensure that ads are reaching the right people at the right time.

Another benefit of CTV advertising is the ability to measure and track ad performance in real-time. Advertisers can use analytics tools to track how many people are seeing their ads and how they are responding to them. This allows for quick adjustments to ad campaigns to improve their effectiveness.

And when it comes to return on investment, streaming TV delivers a 30% higher ROI than all other marketing channels, including digital video, digital display, paid search and social, according to Analytics Partners. Streaming and CTV advertising can also provide a more premium, safe environment for brands, which can help build trust and credibility with potential customers.

How CTV Advertising Complements Existing Digital and Social Strategies

Streaming and CTV advertising can be a cost-effective complement to a back-to-school marketer’s existing online, social, or digital advertising strategy. By using a multichannel approach, tax preparation services can reach potential customers through a variety of platforms, increasing the chances of their message being seen. Additionally, CTV advertising can provide measurable results, allowing advertisers to track the effectiveness of their campaigns and adjust them as needed, making the most of their advertising budget.

Simulmedia’s Unique CTV Advertising Solution for Marketers

  • Simulmedia’s TV+© is the only streaming TV advertising platform designed to prioritize a marketer’s needs. Here’s how we can help reach back-to-school shoppers:
  • Our technology allows us to build your audience target by who they are, how they’re watching and what they’re watching so we can confidently reach them at the most high-engagement, high-attention moments and at the most efficient cost both nationally or by county, state, DMA or region.
  • Our direct integrations with virtually every ad-supported streaming service, publisher and app allows us to place your ads in premium, brand-safe environments with full transparency into where you’re running.
  • To ensure maximum results with minimal waste, we deduplicate audiences and manage frequency across ad-supported streaming services so you’re not overdelivering your message to the same viewers.
  • Our team of experts and TV veterans manage all aspects of your campaign from start to finish.
  • We provide more granular measurement of the KPIs that matter to you than you’ve ever enjoyed before while our dedicated Simulmedia team optimizes your campaign for continuous improvement throughout your flight.

Back to School: A Billion-Dollar Industry with CTV Advertising as a Key Strategy

In conclusion, back-to-school shopping is a crucial time for retailers, brands, and advertisers. With so many consumers on the hunt for back-to-school items, it is important for these businesses to have a strong advertising strategy in place. CTV advertising can be a valuable tool for reaching and engaging with target audiences during this time. From the ability to reach a wider audience to the ability to track ad performance in real-time, CTV advertising offers a number of benefits for back-to-school advertisers.


Find out how Simulmedia’s unique TV+® platform for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. Request a demo or email us at advertise@simulmedia.com.