Lowe’s adds in-store audio ads to retail media network
Lowe’s Companies Inc. is expanding the ways advertisers can target its in-store shoppers.
The home improvement giant is partnering with audio out-of-home (OOH) advertising company Vibenomics to enable chain-wide in-store audio programmatic ad buying.
Lowe's One Roof Media Network can now leverage Vibenomics in-store digital technology to launch targeted, specialized audio ads throughout the retailer’s owned and operated locations. Lowe’s is now the first retailer within the home improvement vertical to offer in-store audio programmatic ad buying on a chainwide basis.
The company launched Lowe's One Roof Media Network, a retail media service designed to provide a portfolio of omnichannel advertising services, in October 2021.
The platform includes data-driven insights integrated with analysis of consumer behaviors and home category trends, as well as customized advertising products. More than 300 brands in the home improvement category currently participate.
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According to the companies, this collaboration leaves room for incorporating other aspects of Vibenomics' technology into Lowe’s retail media network.
"Expanding our portfolio to in-store media is an important development in our journey to be a best-in-class retail media network, offering full funnel omni-channel solutions for our brand partners," said John Storms, GM and head of retail media at Lowe's. "With a predominant mix of DIY and pro customers visiting our stores, our partnership with Vibenomics will allow us to increase our reach in serving up brand-led messages that fuel awareness and conversion during the in-store shopping journey."
"Lowe's is already a leader in providing on-site and off-site solutions in the home improvement vertical for its brands," said Paul Brenner, senior VP of retail media and partnerships at Vibenomics. "This strategic partnership allows Lowe's to close the loop with in-store advertising, enabling brands to influence purchase decisions through omnichannel strategies."
Based in Mooresville, N.C., Lowe's operates over 1,700 home improvement stores and employs approximately 300,000 associates.