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Yahoo and Lowe’s today announced an offsite media experience for brands through Lowe’s One Roof Media Network. These are supported by Yahoo’s demand-side platform (DSP) and Yahoo ConnectID identity solutions.
This is the next step for Lowe’s network, which was launched a year ago.
Digging deeper: Why should you care about retail media networks?
offsite media. To power Lowe’s network, as well as other brands and retailers’ media networks, Yahoo created Yahoo Member Connect.
This allows you to run personalized omnichannel campaigns delivered to retail customers (such as Lowe’s customers) through offsite channels such as Digital Out of Home (DOOH). It can also run on third-party digital his inventory outside of Lowe-owned properties using Yahoo Exchange.
measurement and attribution. The partnership with Yahoo provides Lowe’s media network with detailed campaign measurement and sales attribution, as well as owned digital and in-store Lowe’s sites. These off-site properties serve ads to Lowe’s customers, allowing advertisers to connect the dots between impressions and purchases on Lowe’s.
brand engagement. Brands already promoted on Lowe’s media network include faucet maker Delta, GE Appliances, Haier company and Electrolux.
Rachel Bennett, director of omnichannel retail marketing at Delta Air Lines, said in a statement: “Working with Yahoo and Lowe’s One Roof Media Network will give him access to his comprehensive set of tools, including premium digital out-of-home advertising, displays, video and more to further his campaigns and audience engagement.”
why you care. Retail media networks aren’t just happening with retailers. There are other big brands with valuable customer bases that are launching ad networks. For example, Yahoo has partnered with Marriott to offer an advertising experience.
The partnership between Lowe’s One Roof Media Network and Yahoo is notable for helping advertisers extend their reach to retail customers. For brand advertisers, it is already attractive to be able to reach customers with in-store advertising or the retailer’s website when they are close to the point of purchase. But the next step is to reach customers wherever they are through offsite third-party channels. That’s where the real value of a retailer’s first-party data lies.
Digging In: CTV Added to Kroger’s Retail Media
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About the author
Chris Wood brings over 15 years of reporting experience as a B2B editor and journalist. At DMN, where he served as associate editor, he provided his original analysis of the landscape of evolving marketing technology. He interviewed technology and policy leaders, from his CEO of Canva, Melanie Perkins, to former Cisco CEO John Chambers, to Vivek Kundra, the country’s first federal CIO appointed by Barack Obama. I went. He is particularly interested in how new technologies such as voice and blockchain are disrupting the world of marketing as we know it. In 2019, he moderated a panel on “Innovation Theater” at Fintech He Inn in Vilnius. In addition to industry marketing focused reports such as Robotics Trends, Modern Brewery Age and AdNation News, Wood has also contributed to KIRKUS and contributed fiction, criticism and poetry to several leading book blogs. doing. He studied English at Fairfield College and was born in Springfield, Massachusetts. he lives in new york
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