Time and place are crucial when it comes to targeting shoppers with back-to-school ads.

A new survey from digital advertising firm GumGum reveals that more than half (52%) of global respondents said advertising plays a significant role in influencing their back-to-school purchases . That number rises to 73% in the United States, where 28% say advertising helps them discover new brands and 26% say it aids in guiding decisions, even as they research other options.

A large portion (44%) of global consumers, and a greater number (48%) of those in the U.S., said they are most receptive to back-to-school ads while actively researching or shopping. That compares to just 7% globally and 8% in the U.S. who are receptive while streaming, and 12% globally versus 11% in the U.S. who are recep

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