Dive Brief:

• As retailers invest in their own ad networks, Lowe’s is updating the Lowe’s Media Network with new branding, more ad placements within the Lowe’s app and additional marketing channels, the home improvement chain announced on Thursday. 
• The home improvement retailer simplified the platform’s name to Lowe’s Media Network and introduced a new logo for the unit, per a company press release. Lowe’s is expanding the channels it offers to advertisers as well, adding in-store audio, email, paid search and direct mail for install services as part of its offering.
• Among the options available to advertisers through the network are: onsite ads on Lowe’s website and mobile app, offsite advertising placements through paid search and social media (with partners such as Google, Pinterest and Meta), and programmatic activations across video, connected TV, podcasts and other media.

Dive Insight:

When Lowe’s debuted its network in 2021, it started off promising advertising products like ad placements on the Lowe’s mobile app and website, custom research, thought leadership and sponsored editorial content. After working with CitrusAd to build up the media network, Lowe’s moved the network in-house last year.

Since launching the Lowe’s Media Network, the company has connected brands to more than 120 million unique customers across its marketing channels and currently serves more than 300 brands across categories like lawn care, gardening, appliances and tools.

“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,” Jen Wilson, Lowe’s chief marketing officer, said in a statement. “We have a talented team of retail and media experts who work cross-functionally to build customized strategies that help our brand partners show up in the moments that matter throughout the customer journey.”

In an interview with sister publication Marketing Dive earlier this year, Wilson noted that the company’s partnership with Google to provide search ads is “a really important piece of how we’re expanding our network for off-site capabilities.”

Beyond bolstering its ad network with new options for advertisers, Lowe’s is also working to attract more shoppers via its loyalty program. The company launched its MyLowe’s Rewards program in January with incentives such as free standard shipping, members-only gifts, exclusive offers and early sales notifications.