A Seattle-based
private company, FELINE announced today the release of a revolutionary new
development in interactive advertising and marketing.
Combining game-changing mobile ad units designed
specifically for cats with a substantial network of tablet publishing
partners whose interactive experiences have attracted a considerable feline
audience, FELINE has developed the first
ever interspecies ad targeting in media history.
Developed by ’s Functional
Excellence Lab of Interspecies Network Engagement
[FELINE] this tectonic shift in audience targeting and interactive mobile
advertising reaches a completely new and highly-engaged consumer segment that
have significant influence over household purchase decisions.
Americans spend more than $41
billion every year on their furry family members [BusinessWeek Magazine] and
the ability to reach, engage, and track our pets’ tablet behavior has effectively changed the way advertisers connect
their cat products to the feline audience segment. With over 86 million
cats in the United States and 31% of American adults owning a tablet
computer, the feline tablet audience growth has been outpacing the human one.
FELINE
spokesperson, Morris DelVecchio revealed the revolutionary platform was first
discussed after Some key tam members at
FELINE noticed that brands like Purina
Friskies had developed tablet games for cats such as “Cat Fishing” and “Tasty
Treasure Hunt” and then discovered there were 75,000+ results for cat iPad
videos on YouTube alone. http://www.youtube.com/watch?v=vaif2uq_0Vc.
An independent
group or data scientists and UX experts assembled the FELINE initiative as a
pet project then quickly formed the FELINE work group and created the cat
network by combining a series of publishers, applications and experiences
targeted at cats. A variety of ad
servers and other targeting technology provided the technical backbone while
the team developed interactive cat-centric tablet advertising units optimized
for felines based on extensive research on how cats react to stimuli. Caching
technology then stores the interactions with
the interspecies-optimized ad units and then
publishes this to a ‘meow list’ reporting interface that can then be
viewed by the cat’s owner, effectively delivering a ‘shopping list’ of products
and services paw-picked by their pet.
"The introduction of
these innovative ad units and assembly of the exclusive publishing partners
adds to the impressive utility of this innovative technology and gives brands a
completely new way to reach species beyond humans," said Morris DelVecchio,
Executive Vice President, Sales and
Services at FELINE. "Cats now have the ability to impact household
purchase decisions that include everything from cat food and kitty litter to
consumer durables such as furniture and bedding. And we’re currently exploring
forays into how to apply the same mechanics to canine
behavior and other domestic species in the animal kingdom.The Cat Network currently reaches nearly 9MM UF [Unique Felines] a month and traffic is growing monthly 10%-20%. The average PTR [Paw Through Rate] is well over 4%, reinforcing the value of this highly-engaged and influential consumer segment.
