Hold on to your leashes! May is National Pet Month. The pet product industry is valued at an astronomical $150.6 billion, but who are the humans showering their animals with all this love and money? Our Resonate Pet Enthusiasts Segment offers insights.
They are pragmatists
American pet lovers are a diverse group, ranging from proud parents with young kids to widows and widowers seeking companionship. This audience values safety and security and has a soft spot for the classics, both in their wallets and on their screens, preferring to tune into travel and history shows. They like their finances and media the way they like their pets: reliable and comforting.
But they like to have fun
Here’s where it gets interesting: pet lovers are adventurous! 74% have played the lottery, and they are 4x more likely to watch the Travel Channel and other adventure-themed networks.
How to reach this fun-loving and adventurous group
To reach these devoted pet parents, appeal to their personal values:
- Traditional Media with a Twist: Think engaging ads in those beloved print newspapers or spots during their favorite classic TV shows.
- Highlighting Security and Reliability: Emphasize the safety and trustworthiness of your products and services.
- Nostalgic Campaigns: Tap into that love for the good old days with heartwarming, familiar themes.
- Showcase Practicality and Value: Make it clear how your offerings solve real needs for their beloved companions.
- Don’t Forget the Adventure! Even if their shopping habits are traditional, their spirit is adventurous! Connect your brand with the joy and exploration they experience with their pets. Maybe a travel-themed pet accessory or a promotion tied to outdoor adventures?
Pet Enthusiasts is just one of more than 1,000 ready-to-activate Segments available in the Ignite Platform or in top DSPs. Want to learn more?
Schedule a consultation with one of our data experts today.
