Pet Parent Opps: Pawlicy Advisor taps PR AOR (Score 14)

Sales lead: Reach out if you can help this company build initial awareness. 

• Pawlicy Advisor appointed 5W as its PR AOR in August 2023.
• The agency is tasked with media strategy and boosting brand awareness. 
• Pawlicy operates an independent pet insurance marketplace.

Target demographic: Pet parents

The company will likely:

• Build out its agency roster
• Increase ad spend
• Experiment with additional ad channels

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Pawlicy spent about $5.5k on digital display ads YTD after not allocating any budget toward the channel during the same time period of 2022. 
• YTD data: 1.2m impressions via programmatic ads. 
• 2021-2022 spend: It did utilize the channel in 2022. 
  • Full-year spend totaled $161.6k in 2021. 
• Ad location: It placed 100% of these ads programmatically through Google Display Network and Google DV360 onto sites such as notalwaysright.com, accuweather.com, wegotthiscovered.com, emulatorgames.net, and cbssports.com. 

Agency analysis:

• Opportunity: PR appointments commonly precede additional agency hires, so reach out now to be top-of-mind. 
• Current roster:
  • 5WPR: PR AOR

Insight Sources: Digital spend insights estimated by Adbeat.