1. Get your clients their share of the second largest retail shopping season of the year

2. Timing Be ready early for a long back-to-school shopping season Offline vs. online Shoppers are heading in store more

5. National Retail Federation, Monthly Consumer Survey, July 2015. 63% of consumers start shopping three weeks to two months before school starts. Shopping starts as early as June and peaks around July 4, so get your client marketing strategy ready.

6. PC, mobile or the mall? U.S. parents planned to shop for back-to-school items in-store this year FatWallet.com polling, June 2015. It’s a mad dash to the stores

7. Geography lesson: shoppers get around eMarketer – Market Track, “Shopper Insight Survey: Back-to-School 2015,” September 9, 2015. Where shoppers plan to shop for K–12 and college supplies

8. What’s in their backpack? FatWallet.com polling, June 2015.

9. Shoppers are doing their homework National Retail Federation, Economy’s Impact on Back-to-School Plans. They expect better prices and promotions from retailers

10. Source: National Retail Federation, Economy’s Impact on Back-to-School Plans. Ad copy tip 101 National Retail Federation, Economy’s Impact on Back-to-School Plans. Include shipping and timing information in your clients’ ad copy to attract more customers

11. Back-to-school mobile insights

12. 37% of back-to-school shoppers will use their smartphone. That’s a 15% increase over the previous year. 12% will use their tablet. IBM Digital Analytics Benchmark as cited in press release September 2, 2015.

13. Do you have an app for that? Market Force information, “U.S. Fashion Retail Benchmark Study,” February 17, 2016. Mobile users check everything from prices and locations before ever going into a store

14. Bing Network audience and search trends

15. Microsoft internal data, June 14 – October 17, 2015, searches by device. Shoppers start looking for their back-to- school wardrobe after July 4

16. Microsoft internal data, June 14 – October 17, 2015, searches by device. The ABCs of buying school supplies from July to September

17. Microsoft internal data, June 14 – October 17, 2015, searches across all devices. English 101: Keep it simple Take advantage of shoppers’ generic search terms to be part of their consideration set

18. Microsoft internal data, June 14 – October 17, 2015, searches by device. Knowledge is power Most students seek out their new shopping wardrobe on mobile devices while most PC and tablet users find school supplies

20. More volume with less effort Bing Network With one ad buy through Bing Ads, in the United States your clients can reach: 1. comScore Explicit Core Search (custom), December 2015. Bing Network includes Microsoft Core Search sites and Yahoo (Bing Powered) sites in the US. 2. comScore qSearch Explicit Core Search, December 2015

21. Education executive summary Key audience behaviors Compared with Google’s audience, the Bing Network audience is: 45% more likely to have applied for an education loan offline in the last 6 months 2 9% more likely to have bought other literary or educational products online in the last 6 months 2 8% more likely to have bought college/amateur sports tickets online in the last 6 months 2 In December 2015 1 the Bing Network delivered: 1. comScore qSearch (custom), U.S., December 2015; industry categories based on comScore classifications. 2. comScore Plan Metrix, U.S., July 2015, custom measure created using comScore indices and duplication. July was used to reflect the month prior to the beginning of the education season.

22. Retail executive summary 93M Total retail searchers Key audience behaviors Compared with Google’s audience, the Bing Network audience is: 28% more likely to have spent $5,000 to $7,499 on retail/apparel online in the last 6 months 2 12% more likely to have spent $500 or more on men’s clothing in the last 6 months 2 11% more likely to have spent $100 to $199 on baby accessories in the last 6 months 2 In December 2015 1 the Bing Network delivered: 1. comScore qSearch (custom), U.S., December 2015; industry categories based on comScore classifications. 2. comScore Plan Metrix, U.S., January 2016, custom measure created using comScore indices and duplication.

23. Bing Ads is cost effective US Marin Software CPC by Vertical Q4 2015.

24. Access searchers not reached on Google Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., December 2015. Industry categories based on comScore classifications.

26. @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads youtube.com/bingads Bing Ads bingads.com Industry insights bingads.com/insights Customer stories aka.ms/bingadsstories Support resources

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