Over 1,250 UK consumers were involved. Seventy-seven percent say advertising plays a significant role in influencing back-to-school purchases. Twenty-six percent say advertising helps them discover new brands while researching options. Over 45% of shoppers are most receptive to ads during active researching or shopping, compared with 7% while streaming and 8% while scrolling social media, indicating high-intent moments drive response. Twenty-four percent cite value and 23% cite relevance as what makes an ad stand out, while 20% prefer visually engaging creative. Social media (26%) and in-store promotions (20%) are the most influential ad formats.
Timing is critical and shoppers respond when ads appear in moments that matter: The biggest differentiator? Timing. Over 45% of UK shoppers say they're most receptive to back-to-school ads while actively researching or shopping. That compares to just 7% who are receptive while streaming, and 8% while scrolling social media, highlighting that ads placed in high-intent moments resonate far more than passive placements.
It's not just the discount - creative still matters: Performance marketing shouldn't come at the cost of good creative, and consumers respond best to visually sharp, relevant messaging. When asked what makes an ad stand out during back-to-school shopping, 23% of UK shoppers say it needs to feel relevant to their needs; just behind the 24% who cite value. A fifth (20%) are drawn to ads that are visually engaging and creative.
In-store and social ads lead the way: Social media (26%) and in-store promotions (20%) emerged as the most influential ad formats for back-to-school shopping in the UK, outpacing search, streaming, and native placements. These figures were mirrored by a parallel GumGum study of respondents in five other global markets, showing consistent preferences despite the rise of digital video and streaming.
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