62% of back to school shoppers have already started their journey before most brands have even adjusted their strategy. If that stat surprises you, this episode is worth your time. Destaney sits down with Gibby and Laura to break down everything brands need to know about back to school and back to campus right now. They cover the timing complexity, how regionalization affects when you should be spending, why the consideration window is longer than most brands account for, and how audience segmentation looks different across Amazon, Walmart, and Target. Connect with Gibby on Linkedin: https://www.linkedin.com/in/gibby-h-2132b71a4/ Connect with Laura on Linkedin: https://www.linkedin.com/in/laurajpattison/ Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/

Back to School Is Bigger Than You Think

Better Advertising with BTR Media

Welcome back to Better Advertising with BTR Media. Today we actually have a bit of a unique topic that is incredibly timely. We are talking all things back to school. If you have children in the home, you probably know what that means. If you shop in stores, you definitely know what that means regardless of having children. And today to dive in incredibly deep, we have two better media-ers. Is that the right way? I need a cooler name for our team.

But BTRs always flows. So maybe we stick with that. Two BTRs. We have Gibby and Laura here to talk about all things back to school. First and foremost, Laura, what is your general thoughts around the holiday? Yeah. Oh, are we? Is it a holiday now? I guess it is for parents, right? Sending their kids back to school. They're looking forward to it. But there's a lot of elements to back to school, back to campus.

There's multiple categories. We're seeing electronics being hit more now. So the category breadth is expanding. We're also seeing variation in the timing of it, as well as the retail media networks that are hit or the retailers that are hit.

Timing is an interesting one to talk about. I mean, we are, I would say like in the midst of it, I went to Walmart this weekend and I saw the QR codes everywhere. It was a little bit overwhelming. There's a lot of really cool innovation actually in stores for Walmart. But I think timing is a little bit of a complexity when you're considering events or holidays. And I think that's one of the reasons where Gibby's job can maybe be a little bit difficult.

Back to School Is Bigger Than You Think

Read the full transcript

The candid version is on a podcast,
not the earnings call.

Back to School Is Bigger Than You Think

Read the full transcript

The candid version is on a podcast, not the earnings call.

The candid version is on a podcast,
not the earnings call.