Lowe’s Expands Off-Site Media With Yahoo
After helping Marriott and Target with their media networks, Yahoo is continuing its push into the space by partnering with Lowe’s One Roof Media Network to power off-site media experiences for brand advertisers.
Launched in October 2021, Lowe's One Roof Media Network offers a portfolio of omnichannel advertising services designed to put brands at the forefront of the home lifestyle movement.
Through the partnership, Yahoo has integrated its demand-side platform (DSP) and its sustainable identity solution (Yahoo ConnectID) with Lowe’s One Roof. Yahoo Member Connect, a suite of solutions to power media networks, is also enabling off-site media for Lowe’s –– including digital out-of-home (DOOH) and additional third-party supply available through the Yahoo Exchange, the company’s library of inventory and deals (e.g., packages targeting viewability KPIs and display and video deals with category targeting across channels).
[Read More on Lowe’s One Roof in a Q&A with Lowe’s and Criteo Execs]
Yahoo will help provide new opportunities to create meaningfully connections with consumers through personalized, omnichannel experiences beyond Lowe’s owned and operated platforms, as well as the ability to drive in-depth campaign measurement and sales attribution, according to a news release.
“Our Yahoo partnership is emblematic of the 360 partnerships we are intentionally developing at Lowe’s One Roof Media Network,” said Abishake Subramanian, vice president and general manager, Lowe's One Roof Media Network, in the release.
Among the first to experience Lowe’s and Yahoo’s partnership are Delta, a manufacturer of faucets and other products for kitchens and bathrooms, and home lifestyle brands GE Appliances, a Haier company; GE Lighting, a Savant company; and Electrolux.
"As content consumption and digital purchase behavior evolves, we’re always working to engage our consumers, command attention, drive relevance and increase overall sales," said Rachel Bennett, omnichannel retail marketing director, Delta, in the release. “Working with Yahoo and Lowe’s One Roof Media Network gives us access to a comprehensive set of tools that takes our campaigns and audience engagement further, including premium digital out-of-home, display and video.”
“As we continue to make significant investments in the media network space, this partnership showcases the value of Yahoo’s unified ad tech stack, first-party data and identity investments when it comes to powering media networks for leading brands in retail and beyond,” said Elizabeth Herbst-Brady, chief revenue officer, Yahoo, in the release.