Who’s Your Audience: Pets (and Their Owners)

2 Min Read

Did you know 70% of U.S. households (90.5 million homes) owned a pet as of 2022? Not surprised, since man’s best friend is considered more than just a pet but a family member. The global pet market is worth $261 billion, and by the end of 2022, US pet owners will spend close to $109.6 billion on their pandemic puppies. A Statista survey conducted at the start of this year revealed the generational breakdown of pet owners (or shall we say, pawrents), with Millennials taking the lead (32%), followed by Baby Boomers (27%) and thirdly Generation Xers (24%).

While we can’t promise you cute puppy memes in this post, we can promise that as a marketer, you definitely have your pick of the litter when it comes to audience targeting and segmentation. Thanks to our recently launched Audience Segmenting Reporting feature, you can take it one step further and compare performance tied to each of your segments—informing more effective ways to test, learn and optimize your MNTN Performance TV campaigns.

Audience Name: Pet Owners

Audience Provider: Lotame

Why they’re valuable: Want a slice of that $109+ billion of total pet spending? Tap into this audience of pet owners dedicated to their furry family members.

Audience Name: Pets Deserve to be Pampered

Audience Provider: MRI

Why they’re valuable:  Damn right they do. And yes, this is the actual name of the audience segment—targeting those who want to spoil their pets (which speaks for most of us).

Audience Name: Exotic Pets

Audience Provider: ShareThis

Why they’ve valuable: Pet owners think outside the box just as much as our audience targeting capabilities. This segment reaches users whose furbabies extend beyond the usual dog and cat (think lizards, rats, snakes…).

Audience Name: Pet Lovers

Audience Provider: NinthDecimal

Why they’re valuable: Last but not least, this segment targets the pet lover in all of us—whether you’re a pet owner or not.

Audience Name: New Pet Owners

Audience Provider: Audiences by Oracle

Why they’re valuable: Whether it’s your first pet or a new addition to the family, new pet owners want to set their furry companion up for success from the get-go.

Audience Name: Pet Rescue Donors

Audience Provider: Infogroup

Why they’re valuable: According to the ASPCA, approximately 4.1 million shelter animals are adopted each year. This audience segment represents users who are passionate about animal rescue and rehabilitation (reminder: adopt don’t shop!).

• Related: Learn more about CTV advertising.

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