How Brands Can Win This Back-To-School Season With The Mobile Dad
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.
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.