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Education Advertising

Compared to social, native ads in premium environments are:

+24% more likely to lead to purchase

How is the industry evolving?

The desire to develop our skills is at an all time high, whether it be learning a new language or signing up for an online course. The way we learn and grow those skills, however, have undergone significant changes in recent years due to new consumer behaviors and tech advancements. The growing popularity of mobile and apps has been among the most notable shifts for education, giving learners access to educational content anytime and anywhere. Such trends have revolutionized the education landscape, with e-learning being the fasted growing sector of the education industry. *More specifically, mobile learning is one of the fastest growing in the sector, with an average steady growth rate of 20%. *Education brands have responded by developing mobile-friendly apps and platforms that offer interactive features, such as customized learning pathways, video tutorials, and social learning communities.

Source: Gitnux, 2023 | Globe News Wire, 2023

How has spending on advertising changed over time?

Global Market Insights predicts that the e-learning industry will continue its upward trajectory, with an estimated market size of over $375 billion by 2026. *While this growth presents opportunities for e-learning brands, it also means that the competition within the industry will be more intense.

Among the top-10 industries contributing to digital advertising spend include higher education and e-learning brands – and we should expect this to continue. *Channels like the open web allow online learning platforms to tap into new audiences and convert them into loyal users through tailored ad experiences that stand out and engage.

Source: Global Marketing Insights, 2022 | Improvado, 2022

E-learning is the fastest growing sector of the education industry, up 900% since 2020.

Source: Gitnux, 2023

+11% growth of new app downloads in 2022.

Source: App Annie, 2023

European e-learning market is expected to grow by +14% YoY over the next 5 years, with Germany with the highest market share.

Source: Technavio, 2023

30% of smartphone owners use their device for on-the-go learning.

Source: eduMe, 2023

Mobile learning is one of the fastest growing markets in the sector, with an average steady growth rate of 20%.

Source: Globe News Wire, 2023

How to get started with education advertising

Education brands can successfully engage their audience at every stage of the buyer journey if they truly pay attention to the ever changing consumer needs and wants.


How to increase awareness

Brand reputation creates awareness among learners, and is an essential marketing challenge that increases or decreases sales growth. Consider blog and video content as ways to deliver top educational topics that your audience would be interested in and engage with online, while elevating your brand credibility at the same time.

Key KPIs:

Viewability, CTR

Case Studies

How to engage your audience

Highlight the unique features and benefits that set your brand apart from competitors, such as affordable pricing, exclusive access to premium content, specialized courses, or other. Your marketing campaign should focus on clear and measurable metrics such as enrollments, subscriptions, and sales - while also prioritizing retention for higher customer lifetime value. To achieve this, you may consider implementing strategies such as personalized communication, reward systems, and additional value-added services to encourage users to continue their learning journey with your brand.

Key KPIs:

Engaged Visits, Landing Rate, Time Spent

Case Studies

How to convert

Now that your audience knows more about your brand and service, focus on tangible incentives that encourage user action, such as discounted pricing and bundled packages. Use clear metrics to measure campaign success, including lead generation, downloads, and installs.

Key KPIs:

Leads, Downloads, Installs, CPA

Case Studies

Education Ads Best Practices


Videos can be an effective way to highlight the opportunities offered by your educational institution. Feature testimonials from successful alumni or showcase unique benefits of your program to help boost engagement.


Align with your audience's values such as academic excellence, inclusivity, and diversity to stand out and appeal to prospective students. Amplify your earned media, owned content, or drive audiences directly to the app store for download. The difference between a 3 and 4-star app leads to an 89% increase in conversion.

Building or diversifying media mix

One, two, or even three channels is often not enough for a robust marketing campaign. While the content of your ad is important, where you advertise says just as much about your brand among consumers.

Compared to social, native ads in premium environments are:

44 more trusted
21 more clicked on
24 more likely to lead to purchase

It's simple for marketers to adapt their existing assets to the open web, safeguard their brand, and maximize ROAS in the process.

Exceed Your Goals With Outbrain

Brands big & small choose Outbrain as part of their core media mix

Success Stories // Blinklist

50K monthly app downloads, 25x monthly downloads


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Success Stories // Babbel

30% peak average CTR, +20% CVR


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Success Stories // The Open University

3x downloads, -68% CPA