Class is in session: How DOOH delivers during back-to-school season

Summer is just around the corner; we all know how quickly those sun-soaked months fly by! The end of summer (aka relaxation, sunshine, and vacation) hits hard for just about everyone. Beach days turn into school drop-offs before we know it, and the back-to-school buzz kicks in. From parents prepping for packed lunches and early alarms to college students planning dorm setups and late-night Target runs, this seasonal shift brings a sharp rise in consumer shopping and advertiser opportunities. 

Back-to-school is the second-largest retail moment of the year, with families spending between $875 to $1,365.  Digital out-of-home (DOOH) offers prime placements and advanced audience targeting to reach shoppers where they are—whether that’s in-store, near campus, or on the go. Screenverse delivers the venue types that matter most during this season, helping brands capitalize on high-intent moments across malls, grocery stores, pharmacies, and urban corridors.

Targeting parents and college students for back to school season

Parents are the decision-makers and budget holders during the back-to-school rush. Most shopping starts in July, with 55% of shoppers beginning early and another 46% wrapping up in August. 

Using first-party audience intelligence, we can pinpoint these decision-makers based on demographic and behavioral data, then reach them at screens placed in high-intent zones—near checkout lines, pharmacy counters, or inside neighborhood grocery stores. Within the Screenverse inventory, 18,214 screens over-index by 130+ for audiences that would partake in back-to-school shopping. An index of 130+ indicates that these screens deliver an audience at least 30% more likely than the average to engage in back-to-school shopping, based on aggregated demographic and interest-based data.

Back to school for college students:

Did you know 88% of Gen Z college students still prefer to shop in-store? That means brands should show up in the real world, not just online. Integrating DOOH into omnichannel campaigns turns awareness into action by adding a powerful, proximity-based layer that reaches students where they live, shop, and socialize. These are high-intent touchpoints where DOOH delivers real impact with clear, timely messaging. The Screenverse portfolio includes over 2,000 screens located on and around college campuses, including top universities such as Harvard, Princeton, Cornell, and Berkeley, spanning 74 top DMAs nationwide. 

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How to reach back-to-school shoppers with DOOH

The typical back-to-school shopping experience begins with a trip to Target or Walmart for school supplies and dorm decor, followed by a visit to the grocery store to pick up snacks. Next, head to the local pharmacy for personal care, beauty products, and essential items. To wrap it up (with what is probably Mom's worst nightmare), head over to the mall for a new wardrobe.

That’s where digital out-of-home (DOOH) delivers. With Screenverse’s expansive network, advertisers can activate media across every central touchpoint: urban panels to reach students and parents as they move through city streets; in-mall screens to influence purchases at the point of decision since 54% of shoppers plan to buy most of their back-to-school items in-store; pharmacy and grocery placements to connect during those routine, high-frequency stops; and residential screens to reach audiences at home in idle moments.

But it’s not just about where you show up—it’s how. The most effective DOOH campaigns use geo-targeted messaging that highlights nearby stores and product availability. They lean into context—timing ads to align with dayparts (like reaching parents in the morning and students in the afternoon), local events, or even the weather. Visually, they’re bold and brief, with ads designed to stand out in seconds. And when paired with mobile retargeting, these campaigns guide shoppers seamlessly from screen to shelf.

Some networks to consider for your back-to-school campaigns include:

• Touchsource: Over 240 screens in malls and retail environments located near entrances, escalators, and dwell zones to influence shoppers. 
• Smartify: Urban panel inventory with 1600+ screens in 28 markets strategically placed near stores and areas with high foot traffic.
• Apparatix: Digital billboards ranging nationwide in 92 markets (including DMA’s with limited coverage) to capture the attention of on-the-go travelers.‍
• Corner Media: Urban panels located in high-income, high-density areas with 180M+ monthly impressions.‍
• theBulletin: Digital screens in residential apartment buildings in 145 different markets. 

Back-to-school is one of the year’s most high-intent shopping moments. With the right strategy and smart placements, DOOH doesn’t just capture attention—it drives real-world action.

Ready to activate your back-to-school campaign?

It’s never too early to start planning, and the back-to-school season is full of potential. By meeting consumers where they are—in malls, on sidewalks, near schools, and inside stores—DOOH makes your campaign stand out with real-world visibility. 

Contact us today to begin planning your back-to-school campaign and leverage our expansive network.