Lowe’s rebrands media network as it expands channel offerings

Beyond boosting its advertisement connect with new options for advertisers, Lowe’s is likewise working to attract more shoppers by means of its commitment program. The firm launched its MyLowe’s Incentives program in January with motivations such as cost-free basic shipping, members-only gifts, special deals and very early sales notifications.

Since introducing the Lowe’s Media Network, the firm has actually connected brand names to greater than 120 million unique customers across its advertising and marketing channels and presently serves greater than 300 brand names across groups like yard treatment, horticulture, devices and devices.

In a meeting with sister publication Advertising Dive earlier this year, Wilson noted that the firm’s collaboration with Google to offer search ads is “a really vital item of exactly how we’re broadening our network for off-site capacities.”

“The rebrand of our media network enhances its association to the Lowe’s brand and is the end result of the close cooperation we’ve developed in between merchandising and advertising and marketing,” Jen Wilson, Lowe’s chief advertising and marketing police officer, stated in a statement. “We have a skilled group of retail and media experts who function cross-functionally to construct tailored approaches that assist our brand companions turn up in the minutes that matter throughout the consumer trip.”

The home renovation seller streamlined the system’s name to Lowe’s Media Network and presented a new logo design for the unit, per a company press release. Lowe’s is increasing the networks it supplies to marketers too, including in-store audio, e-mail, paid search and direct-mail advertising for mount services as part of its offering.

Amongst the choices offered to marketers with the network are: onsite ads on Lowe’s site and mobile app, offsite advertising placements via paid search and social networks (with partners such as Google, Pinterest and Meta), and programmatic activations throughout video, linked television, podcasts and various other media.