June 27 2016 by Jordan Kramer
Summer - the season of garage sales, BBQ's, home improvement and gardening projects - is officially here. For Home and Garden advertisers, now is the time to place their creatives in front of prospective home project-taskers, enjoying the endless sunshine. Whether you’re planing on painting, landscaping, buying a mattress or updating your furniture, there are plenty of creatives for whatever you need.
Did you know that May is the best month to buy a mattress as old inventory must be cleared for plush, new stock? Well, neither did we! And, since it's out with the old and in with the new, it's no surprise that 2 of the top 5 top advertisers on desktop for the category were mattress companies. Let's sink deeper into that temperpedic of a Home & Garden Category, and look at how the companies were buying on desktop as a whole, the top 5 category advertisers, and the top 10 sites Home & Garden brands are targeting.
How The Home & Garden Category Is Buying
Direct buys edged out ad network placements in May for the Home & Garden category, with 47% of spend share. DSP’s trailed with 8% of spend, rounding out with exchanges at 3%.
Overall, Google AdX+AdSense was the top partner, by far, in the category, accounting for 31% of the category’s desktop spend. The Trade Desk followed with 6% of spend, in addition to other ad network and ad tech partners.
Source: Pathmatics US Desktop Data, 5/1/16-5/31/16.
Top Desktop Home & Garden Advertisers*
1. Home Depot (Home TLC) I $2,327,500 Total Desktop Spend
The number one Home & Garden advertiser for the month of May spent 48% of their desktop spend on direct buys, releasing 886 creatives across an average of 584 sites per day. Google AdX + AdSense was their top display partner for the month, taking 43% share of spend.
Top Desktop Creatives for Home Depot (Homer TLC)
Desktop Overview for Home Depot (Homer TLC)
Source: Pathmatics US Desktop Data, 5/1/16-5/31/16.
2. Wayfair LLC. I $1,579,700 Total Desktop Spend
73% of Wayfair’s desktop spend was via ad networks, led by Google AdX+AdSense with 70% share. The online furniture retailer released 735 unique desktop creatives during the month, across an average of 456 sites per day.
Top Desktop Creatives for Wayfair LLC.
Desktop Overview for Wayfair LLC.
Source: Pathmatics US Desktop Data, 5/1/16-5/31/16.
3. Stanley Steemer International I $1,122,400 Total Desktop Spend
Spending 100% of their display dollars through DSP The Trade Desk, the carpet and home cleaning company released mostly HTML5 creatives across an average of 343 sites per day.
Top Desktop Creatives for Stanley Steemer International
Desktop Overview for Stanley Steemer International
Source: Pathmatics US Desktop Data, 5/1/16-5/31/16.
4. Casper Sleep, Inc. I $666,500 Total Desktop Spend
A newcomer to the mattress industry, this e-commerce focused startup spent 29% of their desktop spend in May on direct buys. Ad networks followed with 27% of spend share, led by top partner AppNexus. The brand released 131 unique display creatives across an average of 203 sites per day.
Top Desktop Creatives for Casper Sleep Inc.
Desktop Overview for Casper Sleep Inc.
Source: Pathmatics US Desktop Data, 5/1/16-5/31/16.
5. Serta, Inc. I $681,300 Total Desktop Spend
Serta funneled 71% of their desktop spend through ad networks, with top partner Quantcast Ad Network taking the lion’s share with 68% of spend. HTML5 creatives were the most popular format for the brand, hitting an average of 219 sites per day.
Top Desktop Creatives for Serta, Inc.
Desktop Overview for Serta, Inc.
Source: Pathmatics US Desktop Data, 5/1/16-5/31/16.
Top Desktop Sites For Home & Garden Advertisers*
What sites is the Home & Garden category interested in? Using data from the top 500 advertisers, the top sites for Home & Garden by impression volume on desktop for the month of May were:
- youtube.com
- wunderground.com (The Weather Company)
- Yahoo Homepage (yahoo.com)
- wayfarer.com
- weather.com (The Weather Company)
- nhl.com
- overstock.com
- aol.com
- MSN Homepage (msn.com)
- amazon.com
Source: Spend and impression estimates from Pathmatics US Data, 5/1/16-5/31/16. *By impression volume.
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