This episode explores how Chewy ensures advertising enhances the customer experience while driving growth. Frank Mulcahy, who leads the ads business at Chewy, emphasizes the importance of relevance and value in advertising, particularly for discoverability in categories like pet food. He notes the challenge of introducing emerging classes like fresh food and the role of advertising in increasing awareness and consideration. The discussion pivots to Chewy Ads, Chewy's optimized network, highlighting its infrastructure for video, off-site campaigns, and targeted audience segments. More significantly, the platform integrates new-to-brand metrics and lifetime value, moving beyond traditional ROAS measurements. Mulcahy also shares insights on how brands can break into the pet care category by connecting with pet parents on a personal level, emphasizing brand storytelling and differentiation.
