Lowe’s Rebrands Retailer Media Network

Lowe's is enhancing its in-house media network, including a new name and expanded opportunities for brand advertisers, to support its strategic growth. The home improvement retailer has rebranded Lowe’s One Roof Media Network with a new logo and a simplified name: Lowe's Media Network. 

New ad capabilities include expanded placements within the Lowe's app and the addition of four new channels/touchpoints over this year: email, in-store audio, paid search and direct mail for install services.

"Over the past few years, we've transformed our enterprise marketing strategy to become more integrated with Lowe's merchandising strategy, and that transformation has been in tandem with Lowe's Media Network," Jen Wilson, Lowe's chief marketing officer, said in a media release. "The rebrand of our media network strengthens its association to the Lowe's brand and is the culmination of the close collaboration we've built between merchandising and marketing."

Already in 2024, Lowe's has evolved its roster of retail media touchpoints to better deliver on its brand partners' business goals, such as raising awareness, launching a new product, driving traffic or increasing sales, the retailer said in the release. Its expanded portfolio of omnichannel advertising solutions and services include:

• Onsite premium native display and sponsored product ads within Lowes.com and the Lowe's app.
• Omnichannel programmatic activations across display, video, connected TV, streaming audio and podcasts and digital out-of-home with Yahoo DSP.
• Offsite advertising placements including email, paid search and social media with partners such as Google, Meta and Pinterest.
• Audio advertising in stores nationwide.
• Custom insights on current campaigns and implications to future strategies, including audiences, tactics and creative.
• In-depth measurement and closed-loop reporting.