NEW YORK — Home Depot continues to expand the capabilities of its retail media network as the channel proliferates amid investment from competitors inside and outside the retail industry. The home improvement retailer announced the launch of its self-service advertising platform last week, and it was the subject of a panel discussion at Advertising Week New York on Monday.
Orange Access allows advertisers to plan, activate, optimize and report on media campaigns run on Orange Apron Media, the retail media that Home Depot rebranded earlier this year. The new tool integrates on-site, off-site and in-store ad units for suppliers of all sizes, from Kohler and Samsung to Melanie’s Plumbing and Supply companies around the world, said Orange Apron Vice President Melanie Babcock. explained. Media and monetization.
“We have thousands of small suppliers that only have one to three products, and they don’t know anything about how to buy advertising,” the executive said during a panel discussion. We need to help them succeed.”
“We have to think about everyone, from large enterprises to small businesses, and we believe Orange Access provides this capability for all Home Depot suppliers to succeed.”
the right partner
Home Depot bills itself as the number one home improvement brand in North America, with more than 200 million customers and 3.5 billion annual website visits. The company serves both homeowners and professionals, two different customer types with different purchasing cycles and shopping paths. Orange Apron Media has focused on the pillars of scale, service and experience to bring suppliers closer to these customer segments.
To enhance the Orange Apron Media experience and launch Orange Access, Home Depot leverages orchestration platform Vantage to bring together disparate teams within the company to support retail media and integrate the technology needed to serve ads I did.
“There were about eight technologies needed to run ads,” Vantage CEO Aran Hamilton said during a panel discussion. “It took us a day to put the ad together, but it never hit the numbers that Melanie and the team really wanted to hit.”
Vantage announced this week that beyond its collaboration with Home Depot, its comprehensive retail media platform, previously available in limited release, will now be available to all retailers. The platform allows retailers like Home Depot to scale and optimize their media operations, providing critical real-time sales and market insights as media network services proliferate and chase ad spend.
“Retail media is no longer a silo business on the retail side,” Hamilton said. “It’s becoming an integral part of the entire retail business model.”
Ad distribution company Kevel announced today (October 8) that Orange Apron Media will enhance its media offering with its API-based Retail Media Cloud solution. In addition, Home Depot is working with retail media platform Pentaleap, which provides ad servers, publisher managers, and APIs to help integrate technology and ad units.
“It’s not just this channel anymore,” PentaLeap CEO Andreas Reifen said during a panel discussion. “You have offsite and in-store channels, so you have to coordinate those different things in some way.”
inflection point
Retail media may have started as a “skunk works” project for many companies, but its rapid growth is starting to fundamentally change the way retailers do business, Vantage’s Hamilton explained. Despite being an early adopter of retail media, Home Depot, like many companies that stand up and invest in their media offerings, still faces evolving challenges.
“I talk to a lot of retailers and they all have the same problem of expanding their retail media offerings,” Hamilton explained. “At the end of the day, they are struggling to scale their people, their processes, their technology, and unfortunately, very often, they are struggling with all three.”
Home Depot and Orange Apron Media believe their partnership with Vantage, Pentaleap and Kevel can help solve all three problems in retail media efforts. For Babcock, it also means exploring the second half of her title as her team works to find new areas of monetization with both indigenous and non-indigenous suppliers. For example, the company has individual IDs for both its customers and their homes, which could be useful for financial services companies, and it also has a huge parking lot that could be of interest to car marketers.
“There’s a lot to think about with Home Depot because it’s no longer a store, it’s a platform,” Babcock said.
