Posts by members

Back-to-school shopping looks different for 2022, with students fully returned to in-person learning amidst an economy gripped by inflation. Parents and guardians expect to spend more overall; at the same time they are deeply price-conscious and promotion-friendly. One thing that hasn’t changed is out of home’s importance along the customer journey.

July 2022 marked a record-breaking year for Amazon’s annual Prime Day, with over 300 million items sold over a two-day period – a 20% increase over last year –  translating to 100,000 items sold per minute.

It’s no surprise that consumers are feeling the effects of inflation everywhere, from the grocery store to the gas pump, and well beyond. During periods of inflation consumers typically cut down on what they feel is discretionary spending. However, research suggests that back-to-school spending this year may be relatively steady. In a recent Harris Poll study, 75% of consumers reported that they were likely to spend more than previous years (which also could have a direct correlation with inflation).

Back-to-school brands have a pivotal opportunity to reconnect with students and parents nationwide with highly-visible, and captivating DOOH ads.

Schools everywhere continue to grapple with the pandemic’s impact, including running hybrid or online classrooms, handling safety concerns, and making sure students have the support they need to succeed.

As we embark on the critical Back to School season for brands and retailers, it should not be lost on us how important and emotional this time of year is for our shoppers … especially this year. With inflation on the rise shoppers are having to spend more—in fact, an average $661* per student. So how do brands and retailers capture these shopper dollars? 

The ADVERTISING Club of New York, the industry’s leading professional organization representing the advertising, media, marketing, and ad-tech industries is celebrating their 126th anniversary this month. The anniversary coincides with a new home for The Club, which will serve as the headquarters for their 6,000-strong community of members.

When big social issues arise, I often hear both my colleagues and my clients ask the same thing: “What should we be doing or saying about this issue?” Excellent question. Advertising makes up approximately 27% of every hour of traditional television in the United States and the general person in the US is exposed to somewhere between 4,000 and 10,000 advertisements a day.

The world has changed dramatically since we were founded in 2004, and so have we. We’ve grown from scrappy underdogs to global leaders, from a Brooklyn based team of 5 to a bi-coastal company of nearly 100.

First, I want to acknowledge that brands have a lot on their shoulders in this current complex climate! They have to consider their consumers who expect empathy as well as transparency and accountability in living up to what they stand for.