@EyeviewDigital found that in the back-to-school hype, geotargeting (74% of parents & 66% of students said ads for local stores will most likely drive their back-to-school purchases), relevant messaging, and appropriate storytelling to both students and parents will be important - great personalization will be key. Personalization grabs attention (40% student, 45% parents) and can heavily influence offline sales. Additionally, 48% of parents reported that their school-age children guide their purchase decisions. - Link