Cats, dogs, birds, oh my! The pet industry, in general, is highly competitive, especially in selling pet food. While new players maneuvered their way into the playing field, this cat food brand needed a savvy strategy to stay on top.
To increase the average household spend, the cat food brand launched six ad campaigns on data-driven linear and addressable TV. They used purchase-based targeting – advertising to households that fit their definition of Heavy Cat Food Buyers.
Addressable and linear is the perfect combination. While linear data-driven TV delivered high reach to over 50MM households, addressable TV influenced heavy category buyer households to spend 31% more on average than the brand buyers reached on linear TV.