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Fresh analysis from Azerion’s DMP shows a clear and consistent seasonal surge in Back to School search activity—offering brands a sharp view on exactly when to activate
The Peak Window
Search interest spikes dramatically from late July through to early September, with the highest activity consistently landing in early August. In 2023, we saw a surge to over 7x baseline interest.
In 2024, the pattern repeated and already in 2025, activity is beginning to rise again as we near July. This is the moment for brands to move.
What This Means for Media Planning
To capture attention and drive action:
- Launch campaigns in early July
- Ramp up spend and messaging from late July to mid-August
- Retarget and reinforce through early September
Top Trending Keywords
"Back to school supplies", "school uniform", "stationery", "school shoes", and "backpacks"—perfect for creative targeting.
By Dom Tillson, Marketing Director
Azerion
Azerion (EURONEXT: AZRN) is a leading full-service digital advertising partner for brands, agencies, and publishers. Through our omnichannel capabilities, we drive continuous business growth by curating and connecting scalable, addressable custom audiences with attention-optimised formats and creative solutions across the entire customer journey.
Whilst it remains platform agnostic, Azerion leverages its own tech stack - including a DSP, DMP, and SSP - to enable greater efficiency and precision in delivering outcomes. The company offers both managed service and self-serve solutions tailored to meet our clients' needs.
Azerion is headquartered in Amsterdam and has commercial teams based in over 23 cities around the world.
For more information, visit: www.azerion.com
