Jun 30, 2015, 09:00 ET
NEW YORK, June 30, 2015 /PRNewswire/ -- When it comes to back-to-school, how do brands drive students and parents, both influencing and involved in the purchasing cycle, to buy their products? According to a new survey of more than 500 parents and students from EyeviewTM, the leading personalized online video advertising platform, advertisers need to tune in to shopping habits, speak one-on-one to shoppers and leverage localized advertisements to drive foot traffic and sales across both generations.
"Breaking out of the back-to-school marketing noise has become increasingly competitive, with retailers starting promotions earlier and earlier," said Oren Harnevo, CEO and Co-founder at Eyeview. "This survey has uncovered actionable takeaways, like the importance of geo-targeting, relevant messaging, and telling the right story to the dual audience of students and parents. Personalization needs to be the gold standard for brands because, when done right, it can have a great impact on offline sales."
Key findings from the Eyeview Back-to-School Survey include:
LOCALIZATION IS KEY
66 percent of students and 74 percent of parents say ads for a nearby store are the most likely to drive a back-to-school purchase, signaling the importance of geo-targeting. This is more impactful than retargeting products, chosen by only 34 percent of students and 26 percent of parents.
40 percent of students and 45 percent of parents say some form of personalization in an ad is what grabs their attention—for example an ad for products they like or that calls out a nearby store.
ONLINE IMPACTS OFFLINE
While 49 percent of students and 82 percent of parents make at least half their back-to-school purchases in-store, a large percentage – 40 percent of students and 66 percent of parents – browse online first, signaling the importance of driving online browsers to stores. Only 19.6% of students and 17.7% of parents make at least half their purchases online.
STUDENTS AND PARENTS IMPACT PURCHASE:
Only seven percent of students say that parents make back-to-school purchases without their input; 48 percent of parents responded that their students guide their purchase decisions.
Eyeview Back-to-School Survey Methodology:
Commissioned survey of U.S. consumers conducted May 15 – May 20, 2015 via Google Consumer Surveys. The survey collected responses from a representative sample of 500 total consumers (250 students and 250 parents). Eyeview was the sole investor in the study and the survey population is made up of a mix of U.S.-based consumers aged 18 and older.
For more information on Eyeview, please visit www.eyeviewdigital.com.
Eyeview fuses the effectiveness of television branded advertising with the efficiency of digital personalization technologies: enabling brands to maintain effective, efficient and measurable individual consumer relationships.
Our VideoIQ platform provides video advertising solutions that drive measurable performance by leveraging video personalization technology, individual consumer data, real time media buying and optimization, fused with traditional television content.
Brand marketers using Eyeview's vertical specific solutions are able to go beyond awareness, and tie ad exposure to purchase activities such as product research, lead generation and offline sales. Eyeview partners with Fortune 500 leaders in Automotive, Retail, CPG, Travel, QSR and Entertainment, including P&G, Land Rover, Lowe's, Marriott and more.
Headquartered in NY, Eyeview has offices in Chicago, Detroit and LA.
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