Lowe’s launched an ad business in 2021, and the home improvement retailer first worked with retail media adtech firms before taking its ad business in-house. The retailer recently rebranded its ad business to be called Lowe’s Media Network.
Lowe’s pitches its audience of more than 120 million shoppers that advertisers use for insights and targeting on Lowe’s website and properties like streaming TV and digital billboards through a partnership with Yahoo. Lowe’s sells email, search, and social ads through partnerships with Google, Meta, and Pinterest. The retailer also sells an audio ad format that plays promos in stores and provides measurement tools aimed at showing advertisers if their ads drove sales after they run.
More than 300 brands have run ads through the ad network, led by John Storms, general manager and head of Lowe’s Media Network. Storms joined Lowe’s in 2022 and was formerly head of client services for Lowe’s ad business before being promoted to head of retail media in April.
Sephora
Executive: Marco Steinsieck, head of Sephora Media Network for Sephora North America
Sephora’s two-year-old ad division, called Sephora Media Network, helps brands reach beauty enthusiasts. The program is only open by invitation to advertisers, and Sephora says that it has worked with more than 150 brands.
Marco Steinsieck is head of Sephora Media Network for Sephora North America. He’s responsible for overseeing the ad business’ strategy, product development, and operations. He joined Sephora in 2022 and previously helped build Staples’ ad business.
Sephora Media Network uses the retailer’s first-party data from its loyalty program to run targeted ads on Sephora’s website and app and other formats off of its website like streaming TV, social, audio, and display. Advertisers who use Sephora’s ad products get reporting and analytics to track the performance of ads.
This year, Sephora is particularly pitching its Gen Z and BIPOC audiences to advertisers as well as video placements. In one example, Sephora made different creatives for an undisclosed brand focused on Gen Z, using low-production assets on social media and more-produced assets for streaming TV.
T-Mobile
Executive: Jean-Paul Colaco, svp and chief T-Ads officer
