*We asked 100 agency media buyers with BTS clients how important it is to keep their clients' ads free of bot traffic.

Audience Profile & Ad StrategyBack to School 2014

Who Will Shop?

Where Will They Shop?

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What Will They Buy?

Heavy up your ads 1-2 weeks before the first day of school and immediately after school starts. 21% of our consumers will shop 1-2 weeks before and 20% will shop immediately after.

68% of our consumers will focus on school supplies. However, all categories see an increase in spending.

Focus on moms, but don’t neglect families and dads. Only 63% of back to school consumers are moms. (Strong potential in alternate shoppers, including dads.)

Take advantage of back to school spending while increasing brand favorability and purchase intent. Consumers will shop at many stores, this is a critical time to win market share.

20% After School Starts

13% 1-2 Days Before School Starts

15% 3-7 Days Before

21% 1-2 Weeks Before

12% 3 Weeks - 1 Month Before

17% More than 1 Month Before

Our Mom Network Includes» Parents.com

» MarthaStewart.com

» Egreetings.com

» BetterRecipes.com

Apparel - 4%

Electronics - 7%

All Categories - 21%

School Supplies - 68%

» Woman’s World Magazineof purchases aremade buy moms63%

Office Depot- 6%

Staples - 12%

Other- 5%

Walgreens - 3%

Target - 18%

Walmart - 55%

68%

21%

$75 Billion will be spent on back to school this year

71% of agency media buyers* replied keeping theirclients' ads free of bot traffic is very important to critical

When Will They Shop?

55%

18%