The back-to-school (BTS) shopper is buying earlier, planning around summer deal events, and stretching every dollar. With BTS spending projected to top $85 billion in 2026, you have a five-month window to reach and convert them. But how successful your efforts are will depend on whether your CTV strategy is built for the way today’s shoppers actually behave. Consider this your syllabus for the season, covering the audiences, timing, and creative considerations that will earn your brand an A+ in performance.
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