Digital Media Opps: Leslie's Poolmart issues IPO amid ad spend increases (Score 64)

Leslie's Poolmart (LP) issued an initial public offering this month, per a recent SEC filing. This move comes after a successful summer for the company as consumers were buying more pool supplies because they were spending more time at home due to coronavirus. LP currently operates around 900 retail locations; please click here to view the entire list. We told you about LP's new CMO and CEO over the summer. 

According to Pathmatics, LP earned 29.9m impressions through desktop display ads (85%), desktop video ads (13%) and mobile display ads (1%). It placed the majority of these ads site direct (54%) onto sites such as youtube.com, nbcwashington.com, bollywoodhungama.com and cesarsway.com. It placed remainder indirectly through Google AdX + AdSense (27%) and The Trade Desk (19%) onto sites such as ebay.com, yahoo.com, foxnews.com, finance.yahoo.com and nypost.com. It spent $87.4k in this channel over the last 365 days, about double the $39.4k it spent over the 365 days prior. 

Sellers-- LP seems to spend the majority of its ad dollars during the summer months (Q2 & Q3), which makes sense considering it sales pool supplies. Sellers should reach out offering digital display ad space, especially once 2021 rolls around. It seems to primarily target Gen-X and millennial pool owners. 

Agency & martech readers-- To the best of our knowledge, LP has not picked up an agency since hiring Mickey Mericle as CMO, so keep reaching out pitching your services. I recommend offering digital, creative and/or media assistance.