Tapjoy Goes Back to School, Brand Safety Style

Three-Quarters of Parents Use Mobile Devices for Back-to-School Shopping and Research

“Back to school.” Three simple words that send shivers down the spines of children throughout the country, bring visions of peace and quiet to their parents, and cause retailers to salivate at the thought of all the dollars that will be spent getting ready for the new school year.

This year’s back-to-school spending is expected to reach $83.6 billion, according to the National Retail Federation, an increase of more than 10% from last year. Driven by an uptick in employment, wages and consumer confidence, parents are expected to splurge on everything from backpacks and school supplies to electronics and clothes.

Most brands are chomping at the bit to cash in on the expected surge in consumer spending. Ad tracking firm Ace Metrix reports that back-to-school advertising usually begins in early- to mid-July, but this year — much to students’ chagrin — national ad campaigns with back-to-school themes from brands such as Lands’ End and Office Depot started running shortly after school got out in June.

Here at Tapjoy, we’ve done our part to help brands get ready for the season by polling 2,500 parents about their back-to-school behaviors and expectations. It turns out, mobile devices will play a large role in this year’s back-to-school shopping.

In fact, smartphones and tablets have become such an indispensible part of our daily lives that nearly three-quarters of parents say they’ll use mobile apps for some type of back-to-school shopping activity: 42% of parents will use their mobile device for back-to-school research, 34% plan to make a purchase on their mobile device, and 20% will look for mobile coupons.

Our survey also found that ads targeting parents during the back-to-school season are effective, as 60% of parents are either likely or very likely to engage with a relevant back-to-school advertisement on their mobile device. If you’re wondering what kind of ad format to use, 65% of parents said they prefer to watch a video ad placement over other formats.

For many marketers looking to take advantage of parents’ mobile inclinations for back-to-school shopping, Tapjoy is their platform of choice. Not only are we one of the most brand-safe and transparent platforms around, but our massive publisher network of more than 20,000 hand-picked mobile apps currently reaches over half a billion consumers each month.

In our survey, 65% of parents said that they do their back-to-school shopping in July and August, and we are already working with several advertisers who plan to begin back-to-school campaigns in the coming days and weeks.

If you want to grab your share of the $83.6 billion back-to-school spending spree, contact us today to hear how we can help.