Home Depot's Orange Apron Media Unveils Partnerships, Product Innovations
Orange Apron Media, The Home Depot's retailer media network, unveiled new partnerships, product innovations and advertiser education initiatives at its third annual InFronts event.
InFronts — held April 21 in Atlanta — is designed to help brands more seamlessly and effectively connect with high intent home improvement shoppers, where Orange Apron Media showcases its latest offerings to advertisers and suppliers.
Highlights include partnerships with Reddit and Pinterest, new on-site advertising options, and a new certification program.
Reddit Integration
Reddit plays a vital role in DIY and Pro research, where users can ask questions and explore real-world experiences. Soon, advertisers will be able to more easily leverage Reddit communities and The Home Depot's first-party data thanks to an industry-first self-service integration that allows advertisers to launch Reddit campaigns directly within Orange Access, Orange Media Network's self-service platform.
By streamlining workflows inside the platform, brands will be able turn up where high-intent home improvement discussions are already occurring. This pairing of Reddit and The Home Depot's data lets brands engage customers earlier in the journey as they measure impact across online channels.
Expanded Pinterest Partnership
Orange Apron Media has a beta integration with Pinterest Media Network Connect. The expanded partnership lets Orange Apron Media build on how non-endemic advertisers reach inspiration-led home improvement audiences. The Home Depot is the first home improvement retailer to take part in this expanded capability. It also positions Pinterest as the first social platform where brands can activate while using the retailer's first-party shopper data.
Through this collaboration, brands not sold at The Home Depot can run Pinterest campaigns powered by data on more than 20 first-party audiences comprised of insights from more than 1 billion transactions as well as billions of annual store and website visits. These insights help advertisers more keenly understand how customers plan, research and act on home improvement needs, allowing brands to engage audiences in the early inspiration and planning stages.
Pinterest Media Network Connect is the third environment where non-endemic bands can activate the retailer's audiences, following integrations with The Trade Desk and Yahoo. These integrations strengthen Orange Apron Media's focus on extending first-party data into platforms customers naturally use as they plan projects.
New On-Site Advertising Capabilities
Besides expanding off-site, this year Orange Apron Media is introducing on-site advertising enhancement designs to convert customer intent into impact across homedepot.com.
Recently Orange Apron Media made updates to Product Listing Ads, which included keyword and audience targeting as well as the introduction of negative keyword targeting. This gives advertisers greater control so they can turn their spending on their top priorities and the most relevant customer segments. Orange Apron Media is also improving its display offerings, with geotargeting now available for banner ads. More granular targeting is also in the works for later this year.
InFronts attendees also were presented with new onsite experiences, including:
a self-serve Brand Page Portal, where brands can curate and manage their own digital storefronts,
high-impact Category Leaderboards on category landing pages, and
the forthcoming development of Sponsored Brands display formats which are designed for more immersive brand connections.
The Orange Apron Media Academy
The Orange Apron Media Academy is a new certification program that's designed to help advertisers make the most of their investments and build confidence using the retail media platform.
The academy offers two core learning paths that blend strategic foundations with hands-on, practical skills. Participants will get a clearer understanding of what distinguishes Orange Apron Media from other networks. They'll also learn how to plan and activate campaigns and how to read performance insights to discover opportunities for growth.
