As a next step in scaling platform capabilities and advertising services, Lowe’s Cos. will move its retail media network’s advertising sales and operations departments in-house, effective January 31.
The initiative will allow Lowe’s One Roof Media Network to control the end-to-end customer experience for brand advertisers and partner with them to deliver a better commerce experience for Lowe’s shoppers, the company stated.
As part of its evolving strategy, Lowe’s has invested in new advertising technology and streamlined its preferred partners to make media buying, campaign execution and reporting easier for brands, the company maintained. Strategic media partnerships include offsite media delivery powered by Yahoo, such as digital out-of-home, addressable TV and connected TV, and sponsored search and product ads on Lowe’s channels streamlined and powered by Criteo.
Businesses that partner with Lowe’s will enjoy an improved ability to leverage proprietary first-party customer data, including search and transaction insights, to reach the appropriate customers and create more impactful ads, the company noted. They will gain faster and more efficient launch and management of Lowes.com campaigns, with dedicated points of activation and measurement for in-depth reporting, the company indicated. Businesses can work with in-house Lowe’s experts to help them scale, personalize and optimize their search campaigns, with integrated partnerships across the company’s merchandising, marketing and operations.
Launched in 2021, Lowe’s One Roof Media Network has grown and currently serves more than 200 clients across a variety of home improvement and lifestyle categories, Lowe’s pointed out, such as appliances, kitchen and bath, and tools. The media network provides customizable advertising and proprietary data and insights to help brands connect with Lowe’s customers.
“This is the next step in becoming a best-in-class media network and delivering white-glove customer service for our brand partners,” said Jen Wilson, senior vp, enterprise brand and marketing, in announcing the move. “Managing these functions internally under one roof will enable us to build stronger, more compelling campaigns better aligned with our brands and customers’ interests and needs, which in turn will drive increased shopper engagement and greater ROI for our advertisers.”
Abi Subramanian, vp and general manager of Lowe’s One Roof Media Network, added, “Retail media is among the fastest-growing segments of digital advertising globally. As we continue to grow this business, we’ll remain laser-focused on evolving our advertising capabilities and technology to deliver the best marketing solutions for our brands in 2023 and beyond.”