Lowe’s Expands In-Store Media With Audio Ads
Lowe’s One Roof Media Network, the home improvement chain’s omnichannel advertising services arm, has rolled out in-store audio programmatic ad buying chainwide.
Lowe’s is leveraging in-store digital technology through a partnership with Vibenomics, a Mood Media company. The move makes Lowe’s the “first market mover” within the home improvement vertical to offer this audio ad buying chainwide, according to a statement from Vibenomics.
The programmatic audio advertisements, now part of the One Roof network, can connect brands “more directly” with Lowe's shoppers, enabling marketers to launch targeted, specialized audio ads throughout the retailer’s owned and operated locations.
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Two of Lowe's top partners, an appliance brand and a CPG brand, were among the first to test the new in-store channel during Lowe's beta roll out. Early results from both brands demonstrated that in-store audio ads “effectively drove an incremental sales lift and return on ad spend,” per the statement.
"Expanding our portfolio to in-store media is an important development in our journey to be a best-in-class retail media network, offering full funnel omni-channel solutions for our brand partners," John Storms, general manager and head of retail media at Lowe's, said in the statement. "With a predominant mix of DIY and Pro customers visiting our stores, our partnership with Vibenomics will allow us to increase our reach in serving up brand-led messages that fuel awareness and conversion during the in-store shopping journey."
Since its 2021 launch, Lowe's One Roof has grown significantly, now serving more than 300 brands in the home improvement category. The network offers customizable ad solutions, proprietary first-party data and consumer insights.
[Also Read: Vibenomics, Stingray Advertising Create In-Store Retail Media Network]
"Lowe's is already a leader in providing on-site and off-site solutions in the home improvement vertical for its brands," added Paul Brenner, senior vice president of retail media and partnerships at Vibenomics. "This strategic partnership allows Lowe's to close the loop with in-store advertising, enabling brands to influence purchase decisions through omnichannel strategies."
Looking ahead, this collaboration leaves room for Lowe’s to incorporate other aspects of Vibenomics' technology as both companies continue to enhance and modernize their retail media offerings.
