Home Depot provides intelligence tool for media network advertisers
Participants in The Home Depot’s Orange Apron Media retail media network have access to increased data and self-service capabilities.
The leading home improvement retailer initially launched a retail media network in 2018 and then upgraded it to the new Orange Apron Media offering in March 2024. According to The Home Depot, since being introduced in 2018, its retail media network has become the largest home improvement offering of its kind, providing suppliers with managed service and self-service media buying opportunities on owned and offsite media channels.
The retailer has focused Orange Apron Media on seamlessly integrating retail media offerings into its partner advertisers’ digital strategies through owned and offsite channels, and digital screen testing in select stores.
Now, Home Depot is launching a new advertiser platform called Orange Access, powered by Vantage, which lets advertisers plan, activate, optimize and report on their media campaigns with Home Depot through a single interface. This new offering builds on Orange Apron Media's introduction of self-service capabilities earlier this year to help advertisers expand campaigns using audience extensions beyond HomeDepot.com.
Capabilities provided by Orange Access include:
- Seamless set-up of campaigns through a guided tutorial promoting best practices and optimal outcomes.
- Building banner ads with improved creative technology and control.
- Real-time campaign pacing information.
- Improved placements and targeting to help brands reach customers at optimal times and locations on onsite and offsite.
- Intuitive measurement and reporting dashboards featuring media diagnostics and key business metrics like single platform attribution and in-store sales for onsite.
- Enhanced and centralized billing and reconciliation.
Along with campaign activation and management, Orange Access features an Insights module that provides advertisers with custom campaign data and business intelligence. Advertisers can leverage these real-time dashboards and export features to better understand how their campaigns performed and make changes or improvements to meet their business needs.
"Orange Access transforms the advertising experience for Orange Apron Media's partners and is a giant leap forward in helping suppliers effectively and frictionlessly meet customers at the closest point of purchase," said Melanie Babcock, VP of Orange Apron Media and monetization. "Our new platform empowers advertisers with easy-to-use, self-service tools and insights to create impactful campaigns to help them advance their business."
Home Depot also recently partnered with retail media technology provider Pentaleap Inc. Since incorporating Pentaleap's platform into its sponsored products strategy, the retailer says it has delivered ads that align more closely with shopper needs by highlighting the right products at the right time.
[READ MORE: EXCLUSIVE: Home Depot builds retail media network around DIY needs]
At the end of the second quarter of fiscal 2024, Atlanta-based The Home Depot Inc. operated a total of 2,340 retail stores and over 760 branches across all 50 states, the District of Columbia, Puerto Rico, the U.S. Virgin Islands, Guam, 10 Canadian provinces and Mexico.
