MERCADEO Versión en español
Back-to-School campaigns decreased in 2015
Manuela Walfenzao| 14 de agosto de 2015
La pauta de comerciales para el regreso a clases bajó un 40% en julio en relación al año pasado
An Ace Metrix survey showed that the 2015 Back-to-School campaigns have changed. Theyve been starting earlier in recent years, but this summer the marketers delayed their promotions and July ad volume was down 40%, in this segment. “It’s interesting that advertisers are finally getting the message that consumers don’t want to be rushed into back-to-school thinking” said Peter Daboll, CEO of Ace Metrix. “Last year the first ad aired on June 21, while many kids were still in school.” In this season, Back-to-school ads began airing aggressively in August. According to Daboll, brands are pushing great deals using humorous and emotional messaging. This year’s TV spots are shorter than in previous years. Marketers like Best Buy, Old Navy and JCPenney saved longer-form content for the web. 60% of the back-to-school ads reviewed by Ace Metrix were 15 seconds long. Two years ago, 15-second spots made up 20% of the ads, and the vast majority lasted 30 seconds. Retailers have been the winner in this season back-to-school ads. Relative newcomers to this scene, including Tide and IHOP, also performed well, connecting with college and school students.
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