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In 2024, Chewy dominated the Pet Supplies industry on Retail Media, generating 3x more pet impressions and attracting 3x more pet advertisers than any other retailer. While pet stores led the category, pet brands also extended their presence across big-box stores, grocery stores, delivery services, and beyond. The result? Pet Supplies became a top-performing category on Retail Media in 2024, ranking 4th in terms of total impressions earned. For context, that means Pet Supplies outpaced categories like Food & Beverages, Consumer Electronics, and Household Supplies.
Seven brands fueled Instacart’s campaign for Household Cleaning Supplies, with Febreze emerging as the frontrunner with 67M impressions. Febreze leveraged Facebook ads to showcase a variety of scents from their Febreze AIR lineup, with messaging that invited shoppers to “Transform your home into a haven.” Detergent brands Finish and Purex also launched large-scale efforts, rounding out the top three advertisers.
On Retail Media in 2024, Purina PetCare outpaced all other Pet Supplies brands, advertising at an impressive 18 different retailers, with Chewy as their primary partner. Purina’s Retail Media strategy prioritized their Pro Plan lineup while supporting 23 brands across their portfolio. The massive scale that Purina PetCare (5.8B) and Mars Petcare (3.3B) generated on Retail Media can not be overstated. In fact, across all measured retailers and product categories, Purina and Mars Petcare were the two largest advertisers on Retail Media in 2024.
The Pet Supplies category proved to be dynamic month-to-month in 2024. While Purina led the category overall, Mars Petcare dialed up the competition in the latter half of the year. By October, Mars Petcare claimed the category’s top spot, fueled by a Facebook and Instagram campaign at Petco promoting their Orijen cat food.
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