Lowe's Media Network
Lowe’s rebranded its retail media network in 2024, featuring a new name — Lowe’s Media Network — and new opportunities for brand advertisers.
With more than 39 million average weekly visits on Lowe's digital platforms, Lowe’s retail media network touts an ability to reach more than 120 million unique consumers through first– and third–party data. Launched in 2021, the network has various solutions including new ad capabilities such as expanded placements in the retailer’s app and four new channels/touchpoints:
- In-store audio
- Paid search
- Direct mail for install services
More Information
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Lowe's retail media network also includes:
- Sponsored home editorial content on its social channels and website,
- research and thought leadership on future shopping trends, and
- in-depth measurement and closed-loop reporting including consultation for growth opportunities.
Lowe's plans to invest more heavily — double-digit increases — in retail media and connected TV in 2024 and 2025.
In late 2022, Lowe’s partnered with Yahoo to expand its then-One Roof Media Network via Yahoo Member Connect, which will power off-site media buying and ad inventory outside of Lowe’s website and app.
In early 2023, having grown its business to include over 200 endemic advertisers, the retailer moved its retailer media network advertising sales and operations departments in-house.
In 2024, as third-party cookies phase out, Lowe's became a testing partner in Google's offsite retail media solution in closed beta. (Google has since said it intends to keep third-party cookies.) The solution is part of Google's enterprise search engine campaign management tool, Search Ads 360, which blends unique retailer audiences with Google AI to help advertisers increase impact across channels.
In 2024, Lowe's is leveraging in-store digital technology through a partnership with Vibenomics, a Mood Media company, to offer audio programmatic ad buying chainwide.
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