{"id":502,"date":"2020-06-16T07:14:00","date_gmt":"2020-06-16T07:14:00","guid":{"rendered":"https:\/\/thehive.ai\/blog\/?p=502"},"modified":"2024-07-04T16:55:37","modified_gmt":"2024-07-04T16:55:37","slug":"mensio-back-to-school-advertising-trends-bain-media-lab","status":"publish","type":"post","link":"https:\/\/thehive.ai\/blog\/mensio-back-to-school-advertising-trends-bain-media-lab","title":{"rendered":"Back to School?"},"content":{"rendered":"\n<p>TV advertising has been arguably more dynamic than ever during the COVID-19 pandemic. How will the lingering uncertainty around the 2020-2021 school year impact how marketers approach Back-to-School campaigns? Research using Mensio, a media analytics platform developed by Hive and Bain Media Lab, highlights how advertisers approached Back-to-School campaigns in 2019 and what to expect in 2020.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"593\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure1-2-1024x593.jpg\" alt=\"\" class=\"wp-image-558\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure1-2-1024x593.jpg 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure1-2-300x174.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure1-2-768x445.jpg 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure1-2-1536x890.jpg 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure1-2.jpg 1882w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"659\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure2-2-1024x659.jpg\" alt=\"\" class=\"wp-image-559\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure2-2-1024x659.jpg 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure2-2-300x193.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure2-2-768x494.jpg 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure2-2-1536x988.jpg 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure2-2.jpg 1884w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"755\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure3-1-1024x755.jpg\" alt=\"\" class=\"wp-image-560\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure3-1-1024x755.jpg 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure3-1-300x221.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure3-1-768x566.jpg 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure3-1-1536x1133.jpg 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure3-1.jpg 1882w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"694\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure4-1-1024x694.jpg\" alt=\"\" class=\"wp-image-561\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure4-1-1024x694.jpg 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure4-1-300x203.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure4-1-768x521.jpg 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure4-1-1536x1041.jpg 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/07\/figure4-1.jpg 1882w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2>Trends to watch for Back-to-School 2020<\/h2>\n\n\n\n<ul><li><strong>Back to Advertising?<\/strong><br>Many specialty retailers typically active with Back-to-School campaigns have stepped down TV ad spend while stores have been closed; Back-to-School campaigns may bring those brands back to TV<br><\/li><li><strong>New to School?<\/strong><br>Potential for \u201cclassrooms at home\u201d may drive new advertisers and messages focused on home office furniture and technology<br><\/li><li><strong>Geographical Flexibility<\/strong><br>Brands may increase the use of digital platforms and \/or local advertising to better align messages with geographic variance in timing and conditions for the re-opening of schools<strong><br><\/strong><\/li><\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>TV advertising has been arguably more dynamic than ever during the COVID-19 pandemic. How will the lingering uncertainty around the 2020-2021 school year impact how marketers approach Back-to-School campaigns? Research using Mensio, a media analytics platform developed by Hive and Bain Media Lab, highlights how advertisers approached Back-to-School campaigns in 2019 and what to expect in 2020.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"kia_subtitle":""},"categories":[8,5],"tags":[],"_links":{"self":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/502"}],"collection":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/comments?post=502"}],"version-history":[{"count":3,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/502\/revisions"}],"predecessor-version":[{"id":570,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/502\/revisions\/570"}],"wp:attachment":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/media?parent=502"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/categories?post=502"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/tags?post=502"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}