Lowe’s One Roof retail media network comes in-house

Lowe’s Companies, Inc. announced that its One Roof retail media network’s advertising sales and operations departments will move in-house, effective Jan. 31.

“This is the next step in becoming a best-in-class media network and delivering white-glove customer service for our brand partners,” said Jen Wilson, senior vice president, enterprise brand and marketing at Lowe’s.

This move, said the firm, will allow it’s One Roof media network to own the end-to-end customer experience for brand advertisers and partner with them to deliver a richer commerce experience for Lowe’s shoppers.

The large retailer has invested in new advertising technology and strategically streamlined its preferred partners to make media buying, campaign execution and reporting easier for brands anywhere customers look for home improvement inspiration.

The strategic media partnerships include offsite media experiences powered by Yahoo, such as digital out-of-home, addressable TV and connected TV; and sponsored search and product ads on the company’s channels streamlined and powered by Criteo.

With these investments, enhanced opportunities for advertisers include:

• Improved ability to leverage Lowe’s proprietary first-party customer data, including search and transaction insights, to reach the right customers and create more impactful ads;
• Faster and more efficient launch and management of Lowes.com campaigns, with dedicated points of activation and measurement for in-depth reporting; and,
• More in-house Lowe’s experts to help them scale, personalize and optimize their search campaigns, with integrated partnerships across the firm’s merchandising, marketing and operations.

Launched in 2021, the retailer said its One Roof media network has rapidly grown and currently serves more than 200 clients across a variety of home improvement and lifestyle categories such as appliances, kitchen and bath, and tools.

“The media network provides customizable advertising solutions and proprietary data and insights to help brands meaningfully connect with Lowe’s customer base of more than 100 million home lifestyle shoppers,” said the firm.

Current One Roof media network advertising partners include Moen, Stanley Black & Decker and Whirlpool Corporation, said the company, and “brand advertisers are receiving significant returns on their ad spend, with many achieving more than double their returns compared with others in the industry.”

Wilson said, “managing these functions internally under one roof will enable us to build stronger, more compelling campaigns better aligned with our brands and customers’ interests and needs, which in turn will drive increased shopper engagement and greater ROI for our advertisers.”