A Report Card on Target's Back to School Retail Media Strategy

Target’s Back to School Impressions Jumped +36% YoY

Target’s back to school campaign delivered a total of 2.3 billion retail media impressions across July and August, an increase of +36% YoY. Interestingly, that growth came from a smaller pool of advertisers, with 329 participating brands this year compared to 372 in 2024.

While overall volume was up, back to school messaging made up a slightly smaller share of Target’s total impressions during the time period, 33% in 2025 vs. 37% the year prior.

Facebook Claimed a Larger Share of Back to School Impressions

In 2025, advertisers significantly increased their use of Facebook, which accounted for 41% of all back to school impressions at Target, up from just 28% last year.

Cleaning brands dominated on Facebook, with Clorox, Tide, and Lysol ranking as the top three advertisers. Clorox led with a campaign that positioned their Disinfecting Wipes as essential for a “Mess-free semester,” reinforcing their role in college and classroom routines.

OffSite Display was the only other channel to see YoY growth, driven by Apple’s campaigns promoting the Apple Watch as a way to “Stay connected to your kids” and the iPad as “The ultimate study buddy.”

Cleaning Brands Took the Lead in 2025

This year, Target’s back to school campaign saw the rise of cleaning brands, who represented 3 of the top 4 advertisers. Tide led all brands with 78M impressions, positioning their laundry pods as an easy solution for college life.

Compared to last year, the overall category mix remained fairly consistent, anchored by tech and school supplies. Only two brands, iPad and Clorox, ranked among the top 8 advertisers in both years. Across the board, 2025’s top performers earned significantly more impressions than last year’s leading brands.

“All of the Above” Captured Target’s Back to School Strategy

Target’s back to school effort showcased a wide range of messaging, from classroom prep and college dorm life to weeknight dinners at home. Many creatives bundled multiple products into themes, like a college self-care campaign featuring Old Spice and Olay, or meal solutions for school nights with frozen pizzas and Veggie Straws.

Tying it all together was Target’s hero message: “All of the above.” The tagline appeared in multiple video creatives and served to highlight the breadth of solutions available to parents, teachers, and students of all ages.

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