It wouldn’t be an understatement to say that American consumers are obsessed with their pets, especially cats and dogs. Almost 115 million American households own a dog or cat, and these proud pet parents spend nearly $110 billion on their fluffy friends in 2022.
Although we don’t need holidays to spoil our four-legged family members, we have certainly created many. This has led to incredible revenue generation opportunities for advertisers and publishers in the “Pet” vertical.
Right now, it’s time to dig in and plan your strategy for two more upcoming pet-related social holidays: International Cat Day on August 8 and International Dog Day on August 26.
In this article, we’ll provide you with lots of tasty, data-driven bits and treats that you can use to create purring content and campaigns that pet owners can’t help but click on. So prepare your ears as we explore the news, targeting strategies and creative trends you need to know to succeed.
Trends That Happen This Meow-ment
Search in Skim Links and Taboola readership data, several pet buying trends have emerged this year. Pet purchases rose in May and June for the first time since the surge in adoptions during the pandemic.
This spike could be due in part to people celebrating many pet holidays, including National Pet Month (May), National Dog Mommy Day (May 8), National Rescue Dog Day ( May 20), Adopt a Cat Month (June), Pet Appreciation Week (June 6-12), and Take Your Pet to Work Week (June 21-25).
During these two months, many trending articles have focused on best-selling cat and dog products, most of which are aimed at making life easier for owners, such as self-cleaning cat litter boxes, health products , cases and accessories and subscription boxes. .
Take advantage of this year’s trends
Pampered pets are all the rage, and it’s not slowing down any time soon. By 2025, the Pet Accessories and Pet Grooming Markets will grow by almost $10 billion and $14.5 billionrespectively, while the pet technology segment will grow at a CAGR of 22%.
Skimlinks data shows that pet tech items like GPS trackers and mini cameras that let pet owners keep tabs on their hairballs have grown in popularity now that people have returned to the office. . We also believe pet owners will continue to prioritize the health of their cuddly companions with products that keep them happy and healthy, including flea and tick medications and high-tech litter boxes. .
New Trends That Will Drive Sales
While our pets’ decision-making is driven by instinct, it’s best to rely on data as an advertiser or publisher. Search data from publisher sites provides valuable insight into the topics that matter most to consumers. You can then use them to guide your content strategy or marketing campaigns.
As of July 22, 2022, data from our US publisher network revealed three rising search trends:
dog breeds: 247,310 page views in the last 90 days
Pet adoption: 154,160 page views in the last 90 days
Lice or fleas: 20,900 page views in the last 90 days
Best in Show Editor’s Press Articles
Just as dogs and cats learn from their adoptive owners, you too can learn from others. Let’s look at some perfect examples of publishers implementing the search trends discussed earlier.
Knowing that their audience is full of parents, TODAY has created a guide highlighting dog breeds that make great family pets.
Trusted Editor spruce pets published this article to help readers find the flea prevention products that will work best.
Dr Phil took a brand advice approach, posting an article that helps her fans avoid scams when looking for a pet to adopt.
Targeting Best Practices: The Whole Kit(ten) and Kaboodle
As we’ve seen, pet moms and dads are willing to spend big on their fur babies. Yet, in tough economic times, it’s critical that you reach the right audience, make the most of every impression, and stretch your budget to the max. To improve your ROI, you need to incorporate proven targeting strategies.
Let’s first look at some targeting best practices related to bids, campaign placement, and ad formats.
Automate with SmartBid: Powered by deep learning algorithms and historical campaign data, SmartBid is a semi-automatic bidding strategy developed to maximize conversions. It raises your bid for high-value impressions while lowering bids on impressions that are less likely to convert.
Take advantage of high-impact locations: The best way to increase brand awareness is to use Taboola High Impact Locations, which ensures your campaigns appear in the most interesting areas on premium publisher websites and are surrounded by brand-safe content. High-impact placements include the homepage, section front, middle article, Taboola feed, mobile-integrated news, and Taboola stories.
Try animated ads: Taboola’s Animated ads grabs consumers’ attention the most by replacing static campaign images with GIFs or looping videos. Motion Ads offer higher CTRs and CVRs, and lower CPAs, making them the perfect format for consideration and conversion goals. With this format, it is important to continually optimize campaign performance using an A/B testing strategy.
There’s no need to chase after yourself to find out what content formats your pet-loving audience will respond to or what type of device will help you easily achieve your chosen performance goal.
Instead, get higher CTRs and lower spend by following the targeting strategies below, which are based on data from thousands of US advertisers in the pet vertical (as of July 22, 2022) .
Performance by content type: Promote photo and video content over text
Performance by Platform – Pageviews: Gain more pageviews by targeting mobile rather than desktop and tablet
Performance by platform – Prospects: Collect more leads by targeting mobiles and tablets rather than desktops
Performance by platform – Purchasing: Increase purchases by targeting mobiles rather than desktops and tablets
Lead the pack with these creative best practices
It’s a world of dog-eating dogs, but there’s a way to get a head start and increase your click-through rates. Use data from Taboola Trends to help you choose the optimal campaign images, videos and headline content. This handy, regularly updated free tool lets you explore creative trends using a variety of filters, including verticals, platforms, languages, and locations.
As of July 25, 2022, US-based advertisers in the pet industry should follow these tips to achieve higher CTRs:
Image Trends: Select photos (+29%) taken outdoors (+45%) and include a person (+28%).
Video actions: Get higher completion rates on all platforms by including scenes showing people eating (+16), getting married (+8%) and sleeping (+7%).
Campaign Titles: Of the three campaign titles we tested with Taboola’s Headline Analyzer“7 Pet Beds Your Newly Adopted Dog Will Love” should generate the highest CTR.
If you combine the new trends and creative best practices we looked at, you might end up with campaigns that look like these examples:
Brands are chasing (and catching!) success
When the pet food brand Lily’s kitchen wanted to reach audiences outside of search and social media channels, she distributed high-impact placement campaigns on major publisher websites through Taboola.
In just eight months, the brand saw over 1 million completed video views, with a 9% increase in vCTR and a 14% increase in completion rate.
Turn your brand into a cat meow
If creating content for one of these social parties or launching native ad campaigns on Taboola makes you feel like a cat on a hot roof, there’s no need to be nervous. We’ve covered all the tips and tricks you need to know to be successful.
There’s no time to tickle or let sleeping dogs lie! Instead, prepare your campaigns in advance and get ready to unleash greatness.