Pet Parent Opps: Rover.com's CMO departs (Score 32)

Sales lead: Keep an eye on this company so that you are prepared to reach out once it names a new marketing leader. 

• Rover.com recently lost its CMO, Bill Kong, after four years.
• Kong is now the CMO of Vivian Health.
• We will be sure to update you as soon as Rover.com names a replacement. 

Target demographic: Millennial pet parents

Once it hires a new CMO, the company will likely:

• Continue ramping up digital ad spend
• Try new ad channels
• Review the current agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Rover.com spent nearly $805.6k on national TV ads YTD, down 38% from $1.3m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend equaled $1.3m in 2021 and 2022. 
• Ad programming: It placed ads during programming such as Friends, Seinfeld, Young Sheldon, Air Disasters, and Parks and Recreation. 

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

• YTD spend: Rover.com spent about $4.8m on digital display ads YTD, a significant increase from $1.9m spent in this channel during the same time period of 2022. 
• YTD data: 543.7m impressions via Facebook (37%), YouTube (37%), and Instagram (26%). 
• 2021-2022 spend: Full-year spend skyrocketed from $892.1k in 2021 to $4m in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com, youtube.com, and instagram.com. 

Agency analysis:

• Opportunity: Be prepared to reach out once Rover.com hires a new CMO because that may lead to agency reviews. 
• Current roster:
  • PHD: media AOR
  • Pereira & O'Dell: creative AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.