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Lowe’s Media Network evolves with new branding and expanded ad placements, adding in-store audio, email, and more.
Lowe’s has revealed a major update to its advertising platform, rebranding it as the Lowe’s Media Network and enhancing its offerings with a broader range of marketing channels. This rebranding effort is part of the home improvement retailer's strategy to provide more diverse and effective advertising options.
The Lowe’s Media Network now features a simplified name and logo, reflecting its expanded capabilities. The platform will offer new advertising options, including in-store audio, email marketing, paid search, and direct mail for installation services. Advertisers can also take advantage of onsite ad placements on Lowe’s website and mobile app, as well as offsite placements through paid search and social media partnerships with Google, Pinterest, and Meta. The network also supports programmatic advertising across video, connected TV, and podcasts.
The Lowe’s Media Network launched in 2021, initially focused on mobile app and website ad placements, custom research, and sponsored content. After transitioning the network in-house last year, Lowe’s has connected with over 120 million unique customers and serves more than 300 brands in sectors like lawn care, gardening, and appliances.
Jen Wilson, Lowe’s Chief Marketing Officer, emphasized that the rebrand strengthens the network’s alignment with the Lowe’s brand and reflects close collaboration between merchandising and marketing teams. The network’s expansion aims to improve ad effectiveness and reach across the customer journey.
Lowe’s is also focusing on growing its customer base through the MyLowe’s Rewards program, which offers benefits like free shipping and exclusive offers.
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