Pets and Trends Newsletter - 01.16.2025

Highlights from CES 2025 🌟

EVENT DEBRIEF
CES 2025: Measurement Takes Center Stage
By Rory Sale, Fospha

At CES 2025, I joined industry leaders from Amazon Ads, Walmart Connect, TikTok, Pinterest, Snap, and many other leading tech companies to explore the latest innovations and insights. A key theme stood out: measurement has moved to the forefront of advertising discussions, with AI accelerating our ability to address growing privacy concerns.

My Key Takeaways:

➼ Restoring the Value Exchange: Privacy challenges are reshaping the internet’s core model. AI bridges the gap by enabling performance measurement while safeguarding user data.

➼ Storytelling That Resonates: Engaging, tailored stories foster stronger connections. Meet your audience where they are for maximum impact.

➼ Retail Media’s Surge: Amazon’s Retail Connect underscores retail media’s rapid growth. The challenge? Comparing cross-channel performance effectively.

➼ Privacy & ROI: New tracking limits complicate proving ROI. AI-driven tools offer accurate, privacy-compliant measurement.

➼ Simplifying Martech: The fragmented digital ad landscape demands clarity. AI streamlines processes with user-friendly, jargon-free solutions. AI-powered tools make it easier to deliver clear, jargon-free solutions.

Unlock Smarter Marketing: Explore how Fospha’s data-driven solutions help you measure, optimize, and grow. Visit Fospha today.

Sector Spotlight 🎥

PET MARKETING
Pet Influencers Boost Brand Image as Chief Snuggle Officer Contest Launches

Purina's campaign seeks "Chief Snuggle Officers" to embody pet care excellence. By spotlighting lovable pets as brand ambassadors, Purina engages consumers through playful strategies, underscoring pet wellbeing and nutrition. This initiative highlights pet-centric branding's effectiveness, using animal influencers to foster engagement and increase brand loyalty in marketing sectors.

ADVERTISING INNOVATION
Mars Petcare Reshapes CTV Ad Buying, Boosting Efficiency and Sales Greatly

Mars Petcare's strategic shift to direct CTV ad buying via SSPs like PubMatic aims to cut costs and boost ad efficiency, bypassing traditional DSP fees. Success with Greenies shows promise, though Mars won't fully abandon DSPs. Other advertisers might follow, pressuring DSPs to innovate and offer competitive pricing.

PET MARKETING
YuMOVE's New Campaign Encourages Joyful Movement and Luxury Canine Care

YuMOVE's Harder to Catch campaign, launched January 13, highlights canine joint care's importance. Featuring John Hannah's narration, the ad showcases dogs' exuberance, aiming to emphasize YuMOVE's role in joint mobility. Available on multiple platforms, this reflects YuMOVE's ambition to lead the pet supplement market with innovative marketing strategies.

Influencer Corner 📣

Netflix is obsessively marketing Squid Game’s new season 

Netflix’s Squid Game: The Challenge marketing taps into a goldmine of timely collaborations and limited-edition products. From Puma’s green tracksuit-inspired collection to Squid Game-themed Crocs and Johnnie Walker bottles, every partnership feeds into the show’s cultural momentum.

The takeaway for marketers: Timely, creative collaborations and exclusive product drops can capture customer excitement and amplify demand. Whether it’s Squid Game-inspired skincare or themed wontons, the key is to align your brand with trends while they’re hot.

Performance Pulse 📈

AI REVOLUTION
AI in 2025: Five Trends for Marketing and E-commerce

Generative AI is reshaping search, transforming how brands reach and engage consumers. Industry-specific language models are streamlining processes, offering tailored solutions that save time and resources.

As open-source adoption grows, marketers gain more flexibility to customize tools and strategies. However, with AI’s increasing influence on branding, ethical considerations are now pivotal. To stay competitive, marketers must integrate these advancements thoughtfully.

SOCIAL COMMERCE
Boost Brand Visibility with X for Sophisticated Male Audience Engagement

X offers unique promotional opportunities for e-commerce brands, benefiting from fewer competitors and a focus on news. With a large male audience, SMBs can leverage X's algorithm, favoring smaller brands. Though not as profitable as TikTok or Meta, X excels in news-focused niches with innovative selling features.

Your Say 🙋🏽‍♀️