MadTech Magazine explores how back-to-school has evolved into a broader commercial opportunity, shaped by changing shopping habits, media consumption, and consumer intent. PrimeAudience’s VP Product, Mateusz Ruminski, explains why advertisers need to move beyond static audience segments and fixed campaign windows.
The article highlights new YouGov research showing that back-to-school purchases happen at different times throughout the year, rather than during one predictable shopping period. Mateusz Ruminski points to the importance of following real-time behavioural signals, what consumers are researching, comparing, and engaging with, to keep campaigns relevant as needs change. This approach becomes especially important as advertisers move toward Black Friday and Christmas.
Read the full article on MadTech Magazine.
