Retail Media Monthly: Laptop Brands Aced Back-to-School Advertising

Laptop Impressions Soared in August

In August, as laptop brands competed for valuable real estate in students’ backpacks, Retail Media impressions for laptop advertising surged to 366M. To put that into perspective, it’s +13% higher than the Black Friday laptop levels from last November. Across all brands & retailers, messaging was led by themes of price savings and back-to-school shopping.

Laptop Advertisers Relied Heavily on Retail Media

For many leading laptop brands, Retail Media was the channel of choice for back-to-school advertising. In fact, for 5 of the leading advertisers, Retail Media accounted for over half of their total digital impressions in August. Lenovo, in particular, committed almost entirely to Retail Media, with 98% of their impressions occurring on RMNs. The data suggests that laptop brands recognize retail media’s effectiveness in reaching shoppers during their crucial decision-making moments.

Apple was the Leading Laptop Advertiser

This back-to-school season, Apple emerged as the top laptop advertiser on Retail Media, earning a total of 104M impressions across 3 different RMNs. Nearly three-quarters of Apple’s laptop impressions were executed at Best Buy, where activity was led by an OffSite Display campaign promoting MacBooks “as low as $799.99.”

Best Buy was the Preferred RMN for Laptop Advertisers

In August, Best Buy established themselves as the leading RMN for laptop advertising, generating 3x more impressions than any other retailer. Best Buy’s messaging was led by an “Imagine That” campaign, which posed a series of “what if” questions, such as, “what if your kid could do amazing things on the go?” Apple and HP were the top laptop advertisers at Best Buy in August.

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