It’s August and prime back-to-school shopping
season. From time-honored traditions like buying a new backpack for the school
year to more mundane school supply purchases, the pivotal retail season is in
full swing. This year, back-to-school shopping is expected to result in $27B in sales, touching 29M households in the U.S.
alone. And interestingly, a new study from Oath reveals that dads are
predicted to spend more than moms on back-to-school gear. According to the
study, dads will spend 34% more on school supplies compared to last year, and
are more likely to buy high-quality products rather than simply snagging the
latest deal.
So how can advertisers capitalize on this
trend and better connect with dads on their path to purchase? Here are the key
trends we’re seeing for marketers this school season.
Dads Love
Mobile
With video consumption on mobile
accelerating, mobile video ads present an opportunity for brands to connect
with dads at every step of the purchase process. In fact, one-third of the men
surveyed in our study noted they plan to watch mobile videos for shopping
advice. But capturing their attention during an ad long enough to convey a
brand’s message can be tough. To take advantage of this small window of
opportunity, keep mobile video ads short and concise. With 34% of advertisers saying
they’re already investing more in short-form video this year, it’s critical to
prioritize bite-sized engaging video content to stay ahead of the game.
AR And
3D Aren’t Just For The Movies
Recently there has been a surge in interactive
advertising formats online, bringing utility and customized experiences to
consumers. Ad formats like AR and 3D are no longer concepts in theory, they’re
impactful technologies, helping brands engage with consumers on mobile more
than ever before. Specific to retail, AR helps consumers to visualize products
in their own space and describe the experience as fascinating, fun, clever and
intuitive. Or, look at Mobile Moments — a new full-screen ad canvas that is
revealed as a shopper scrolls vertically on their device. It’s an immersive
format that helps brands convey their overall message in a truly premium
context. Leveraging more immersive ad formats like AR, 3D and Mobile Moments
will make for a more impactful campaign that truly resonates with today’s
connected dad.
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Tap Into
Game Time
As always, relevant content is essential to
authentically connect with the modern consumer. Personalized experiences, based
on content preference, have become the consumer’s expectation. Specific to
Millennial dads, it’s no surprise that sports and comedy are among the top
drivers for content consumption. This means
thinking outside of the box and launching back-to-school ad campaigns where the
mobile dad lives, like in a Fantasy Football app or stand-up comedy livestream.
It also means tapping into events. Is your target male shopper a huge NFL fan?
Target a digital back-to-school campaign for Fantasy Football. Does your target
male shopper love attending live concerts? Create an integrated digital
back-to-school campaign for the next big show in town.
Timing
Is Key
For a well-rounded back-to-school campaign,
you’ve got to stay ahead of the consumer, meaning your campaign kicks off early
and doesn’t end when the school year officially starts. Over half of consumers begin their
research and purchases a month in advance of the school year, so the earlier
you start, the better. Keeping the back-to-school spirit alive even after
school starts is just as important. Our research shows that three out of four
consumers will be making purchases well into the year, so make sure you’re
continuing the momentum as you head into fall to reach parents who are stocking
up on last-minute buys.
Gender stereotypes and shopping habits are
evolving, and advertising strategies must follow — especially for
back-to-school. A recent study from the Pew Center found that dads are
taking a much more active role in their children’s lives, and just as likely as
moms to say parenting is extremely important to their identity. As such, dads
are an audience segment retailers can’t afford to ignore. Targeting mobile dads
with relevant personalized content, in an innovative way on mobile, will help
retailers to ensure they’re top-of-mind throughout the summer and into the school
year.
Sarah
Martinez is a seasoned advertising and media professional with over 10 years of
experience driving digital marketing success for Fortune 500 brands. At Oath, Martinez is
VP of Retail and QSR industries, leading in sales management, sales strategy
and partnerships. Her passion projects at Oath include mobile innovation,
personalized and innovative ad formats, and a focus on learning and development
across her team. She most recently held a leadership role as Category Sales
Director for Retail, QSR, and Travel at Oath. Martinez graduated from Rutgers
University, holds a Master’s Degree in Advertising from Syracuse University,
and resides in New York City with her family.
