Your Performance TV Guide to Back-to-School 2023

This guide presents strategies and best practices for brands targeting the back-to-school shopping season in 2023. It outlines the trends in consumer spending, with total back-to-school expenditures exceeding $110 billion. The document discusses critical purchasing habits, noting that families are increasingly starting their shopping earlier and focusing on big-ticket items, such as electronics and apparel. The guide emphasizes the importance of effective audience segmentation and campaign planning. Brands are advised to utilize both prospecting and retargeting strategies to optimize their marketing efforts. It also stresses the significance of creative messaging in Connected TV advertising to enhance brand recall and engagement. Additionally, the document provides information on budgeting and timing for campaigns, recommending a division of resources between upper-funnel prospecting and lower-funnel retargeting. Overall, this guide serves as a comprehensive resource for marketers looking to maximize their impact during the back-to-school season.