Home improvement giant Lowe's Companies is bolstering its advertising capabilities with a significant upgrade to its media network.
This move aims to elevate the experience for brand partners and provide a wider range of omnichannel advertising solutions.
As part of the strategic growth plan, Lowe's said it has streamlined its media network with a new name - Lowe's Media Network - and a fresh logo.
But the changes go beyond aesthetics.
The network now boasts expanded advertising placements within the Lowe's app, offering brands a direct connection with mobile users.
Additionally, four new advertising channels have been launched in 2024:
Email marketing: Brands can reach Lowe's vast customer base directly through email campaigns.
In-store audio: Targeted audio advertisements within Lowe's stores can grab customer attention at the point of purchase.
Paid search: Lowe's Media Network now offers paid search solutions, allowing brands to capture customers actively searching for related products.
Direct mail for install services: Brands can leverage Lowe's targeted direct mail campaigns to promote their installation services.
"Over the past few years, we've transformed our enterprise marketing strategy to become more integrated with Lowe's merchandising strategy, and that transformation has been in tandem with Lowe's Media Network," said Jen Wilson, Lowe's CMO.
"The rebrand of our media network strengthens its association to the Lowe's brand and is the culmination of the close collaboration we've built between merchandising and marketing.”
The revamped Lowe's Media Network delivers a comprehensive suite of omnichannel advertising solutions:
On-site advertising: Premium native display ads and sponsored product placements on both Lowes.com and the Lowe's app.
Omnichannel programmatic advertising: Programmatic ad buying across display, video, connected TV, streaming-audio platforms, and digital out-of-home advertising managed through Yahoo DSP.
Off-site advertising: Brand promotion through email marketing, paid search campaigns, and social media advertising with partners such as Google, Meta, and Pinterest.
"We're partnering with brands to help them reach the right audiences in a localised, relevant and personalised way," said John Storms, general manager and head of Lowe's Media Network.
"That includes finding new and different ways to get our brands in front of customers, whether they're looking for inspiration or ready to make a purchase. This year, we've identified and launched new channels informed by our brands' input and customer behaviour, like paid search and in-store audio."
With these expanded capabilities, brands can now meaningfully connect with more than 120 million unique customers.
Currently, the network collaborates with more than 300 brands across various home improvement categories, including appliances, garden products, and tools.
