The Chewy Retail Media Network: How Pet Brands Can Advertise on chewy.com with Damiano Ciarrocchi - Episode 314
INTERVIEW WITH DAMIANO CIARROCCHI
DESCRIPTION
In this episode of The Ecommerce Braintrust podcast, Kiri Masters is joined by Damiano Ciarrocchi, head of Retail Strategy at Acadia. They discuss the Chewy Retail Media Network and how pet brands can advertise on Chewy.com. Acadia just launched an advertising management capability for the Chewy retail media network, adding this platform to the roster of retail media networks Acadia now supports.
Damiano highlights the uniqueness of Chewy as a retail media network, its hyper-specific focus on the pet category, and the potential for brand loyalty among pet owners. They also explore the advertising opportunities on Chewy, including conquesting, and the technical aspects of the platform, such as the current use of Promote IQ and the future launch of banner ads. Additionally, they touch on the importance of campaign tagging and the audience targeting capabilities on Chewy.
Make sure you tune in to find out more!
“With Chewy there’s no real audience targeting. You have contextual targeting, which essentially means that you’re targeting people who are shopping within a particular subcategory or are browsing within different pages.”
KEY TAKEAWAYS
In today’s episode, Kiri and Damiano discuss:
- Introduction to Chewy Retail Media Network and its comparison to Amazon advertising - High-level observations about Chewy RMN, including its hyper-specificity and the loyalty of its pet product shoppers
- Positive results and efficiency of sponsored ads on Chewy RMN
- Importance of considering Chewy as a viable retail network option for pet brands
- The possibility of brand conquesting on Chewy and its significance for competitors
- Discussion on Walmart's stance on conquesting (uncertain, but potential loophole)
- Technical aspects of the Chewy Media Network, including its use of promote IQ and the availability of product listing ads (PLA)
- Mention of future plans for launching banner ads on Chewy RMN
- Overview of additional features provided by Pacvue, including campaign tagging and budget management
- Importance of campaign tagging for retail media allocation and comparing performance across platforms
- Audience targeting capabilities on Chewy, focused on contextual targeting rather than specific audience demographics.
MENTIONED IN THIS EPISODE
Learn more about Acadia
Connect with Kiri Masters
Connect with Damiano Ciarrocchi
Learn more about Acadia's Chewy advertising capabilities
