LG Ad Solutions Highlights Olympic Games as Key Moment for Back-to-School Advertising
2024年7月15日 - 10:00PM
ビジネスワイヤ(英語)
With 84% of parents planning to watch the 2024
Olympic Games with their children, new LG Ad Solutions insights
uncover opportunities for CTV advertisers seeking to capture
back-to-school dollars during tentpole events
LG Ad Solutions today released a report, titled “Commercials
& Classrooms: TV’s Impact on Back-to-School Shopping,” which
reveals parents reported spending an average of $1,080 per child on
school supplies last year, with 62% expecting to spend more for
this upcoming school year.
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the full release here:
https://www.businesswire.com/news/home/20240715613048/en/
LG Ad Solutions Commercials &
Classrooms: TV’s Impact on Back-to-School Shopping (Graphic:
Business Wire)
One of the most surprising findings in the study was that a
majority of parents (74%) revealed that Back-to-School shopping is
one area where they actually prefer to shop in store rather than
online, especially from big box retailers like Walmart and Target.
Not only do parents want to shop in-store with their kids but the
study found that parents dictate where they go back to school
shopping versus children dictating what is actually being
bought.
“Understanding viewer behavior is critical for advertisers when
building effective CTV advertising campaigns around back-to-school.
These insights help advertisers understand that some advanced ad
techniques can work harder for them, especially when these
interactive features drive to things like specific store locations
or in-store discounts,” said LG Ad Solutions, CMO, Tony Marlow.
“Advanced CTV ads have proven to be extremely effective for the
season, with 85% of parents saying they have shopped at a specific
store after seeing a back-to-school ad.”
The report, based on a survey of over 700 U.S. CTV users who are
parents or guardians buying school supplies, also reveals:
- Engaging Features and Discounts Drive Attention: Parents
are more likely to pay attention to ads featuring discounts (93%),
QR codes (81%), and products being used by students (89%).
- Streaming Preferred for Co-Viewing: Parents across all
educational levels (92% of Elementary, 91% of Middle School, 90% of
High School 90%, 90% of College) prefer streaming when watching
with their children, highlighting an opportunity for advertisers to
reach household decision-makers through ad-supported
streaming.
- Free Streaming is Key: Seventy-seven percent of parents
prefer free ad-supported streaming TV (FAST) apps for a wide
selection of content at no cost, which is 12% higher than the
general adult population.
- High Daily TV and Co-Viewership: Most parents watch TV
daily, spending 59% of their viewing time co-viewing with their
children.
The study also found that 84% of parents plan to watch the 2024
Olympic Games with their children, offering a prime opportunity for
advertisers to connect with key audiences during the core
back-to-school shopping period.
“Brands can participate in major global events without relying
solely on the traditional 30-second spot. Options such as LG Home
Screen placements, pause ads, and sponsoring content segments—like
a sporting event at the Olympics—provide opportunities for brands
to stand out on the largest screen in the home during the peak
back-to-school shopping period,” Marlow added.
For more information on LG Ad Solutions and to download the full
study, visit: https://lgads.tv/resource/back-to-school/.
About LG Ad Solutions
LG Ad Solutions is a global leader in connected TV and
cross-screen advertising, helping brands find hard-to-get
unduplicated reach at optimal frequency across the fragmented
streaming TV landscape. We bring together LG’s years of experience
in delivering world-class smart TVs to consumers worldwide with big
TV audience data and Video AI designed to connect brands with
audiences across all screens.
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Press Contact Sara Serbanoiu
sserbanoiu@daddibrand.com