Ads actually get people to buy things!
We always suspected this was true, but now we’ve got the data to prove it. Thank you, GumGum, who has released new findings from a global poll of 3,000 people showing that more than half, at 52%, say ads influence their back-to-school shopping behavior. In the U.S., that number jumps up quite a bit to 73%—so, nearly three in four shoppers.
Interestingly, according to GumGum’s data, streaming ranked among the least effective channels for back-to-school ads in terms of receptiveness. Only 8% of U.S. respondents and 7% globally say they’re open to these ads while watching on the big screen.
Instead, people are far more receptive when they’re in an active buying mindset—44% globally and 48% in the U.S. say they’re most open to ads when actively shopping or researching products. Makes sense, of course.
Speaking of mindset, it’s August, and GumGum also found that roughly one-third (34%) of all families are set to kick off their back-to-school shopping now.
Why This Matters:
A thought: what does the streaming data say about performance-focused ads on CTV? If streaming is still viewed as a lean-back experience, maybe branding-focused creative—similar to traditional TV—feels like the safer bet. But that might also be giving up too easily.
The data suggests there’s room to rethink the approach: serve ads that are more contextually relevant and precisely targeted—taking into account both the shopper’s stage in the buying journey and their in-the-moment mindset while watching (the intersection of buyer journey + content experience). When both align, and the ad adds clear value in that moment, viewers are more likely to engage.
This could also mean testing formats like QR code ads, pause ads, or other interactive CTV units that make the experience instantly actionable. In that scenario, the winning combination becomes targeting, contextual/content relevance, and format.
Experts React:
Ultimately, it all comes down to mindset, says Kerel Cooper, chief marketing officer at GumGum.
“What stood out in this research is how much timing and context matter,” he says. “Ads are most effective when they show up during key decision-making moments, with messaging that respects where the shopper is in their journey.”
Our Take:
Another notable finding: globally, social media (26%) and in-store promotions (22%) are the most influential ad formats for back-to-school shopping. Two very different experiences, to say the least.
On the in-store front, this could strengthen the case for more investment in physical retail media (see Albertsons launch at Cannes). If the goal is to meet consumers when they’re most open to buying, there’s no place better than the store—where purchases are literally being made.
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. GumGum is a Mod Op client.
