September marks a major reset for many people in Ireland. As schools and colleges return, daily routines shift, commutes start up again and spending patterns change. Alongside new timetables and lecture schedules, there is also a renewed focus on starting fresh – from gym memberships and healthier eating to new study habits and tech upgrades. For planners and marketers, this period offers a concentrated window to reach both students and parents with relevant messages, and Out‑of‑Home is naturally placed at the centre of that activity.
Student audiences are heavily exposed to OOH in their everyday lives. Recent data shows that:
- 79% of students have seen OOH advertising in the past week
- 29% have made a purchase after seeing an OOH ad
- 50% of students commute 9+ hours per week
These figures illustrate three important points. First, students are consistently in OOH environments – commuting to and from college, walking through city centres and moving between campuses, accommodation and part‑time jobs. Second, they are not passive - almost a third report making a purchase after seeing OOH. This indicates there is a clear link between exposure and action. Third, the volume of weekly commuting time means multiple opportunities to reach them with sequential creative across formats and locations.
From a planning perspective, September is a prime moment to:
- Promote tech and study essentials – laptops, tablets, phones, stationery and software – in transport hubs and on key routes to campus.
- Highlight food and drink offers – meal deals, coffee, and healthier options – around colleges, retail centres and student accommodation.
Support health and fitness resets – gym memberships, sportswear and wellness brands – in environments that students pass on their way to and from campus or city‑centre activities.
The back‑to‑school period is equally significant for parents, who shoulder the bulk of spending on uniforms, books, stationery and other school essentials. On average, Irish parents spend €52 on back‑to‑school products, and OOH plays a clear role in shaping their choices:
- 79% of these parents see OOH advertising on a weekly basis
- 62% have engaged with brands after seeing an OOH ad
This combination of regular exposure and high engagement suggests that OOH is an effective way to influence brand consideration and prompt action in the weeks leading up to term. Parents are seeing OOH during school runs, commutes, shopping trips and leisure activities.
The September Reset: Gyms, Healthy Eating and New Routines
Beyond education, September has increasingly become a recognised “reset” moment for broader lifestyle changes. Many people treat it as a second January, revisiting fitness goals, re‑committing to healthier eating, and trying to establish sustainable habits before the autumn and winter months.
OOH and DOOH are well suited to this mindset shift because they intersect with the routines people are trying to build. Whether it is through targeting sites near gyms or advertising healthier options on our Tesco Digiscreens, our expert team are here to help create bespoke targeting plans for your campaign.
Planning OOH Around Back‑to‑School and Back‑to‑Routine
With the right combination of formats, timing and creative, OOH and DOOH can help brands to be present at the heart of the September reset - supporting students as they settle into new routines and parents as they navigate back‑to‑school spending, while also encouraging healthier, more active lifestyles.
If you are planning back‑to‑school, back‑to‑college or September reset campaign and would like to explore the best environments and packages for reaching students and parents on the move, contact our team to discuss how OOH and DOOH can support your next campaign.
source: Republic of Ireland TGI-2026r1-© Kantar