Lowe’s the Home Improvement giant has now made its move into the ads business. Yes, you read that right, not only do they cater to your hammer and nail home improvement needs but you can now buy some ad space on the One Roof Media Network. Teaming up with Criteo and CirtusAd to develop this new ad platform.
Why this makes sense
Through its Lowes.com pages, network and its mobile app, Lowes has direct access to interested consumers, along with the rich data being aggregated through the interaction on these owned channels. Along with this the 2020 home improvement trend meant that the user base has grown and with that consumers expectations. Through the ad network brands will be able to capitalise on real-time trends and build more meaningful connections with their consumers.
The evolving media landscape has seen changes with the titans Google, Facebook and Apple in efforts to give consumers better control over how their data is being used. This however has created hurdles and barriers for advertisers, who seek to deliver more personalised experiences to their target audiences.
The partnership and creation of the One Roof Media Network is a trend likely to continue with many other retailers, with brands likely to see the increased benefit in placement on smaller more targeted networks as opposed to ad space on a never ending newsfeed.