Lowe’s Expands Retail Media Offerings to Include In-Store Audio

Lowe’s Media Network is expanding its offerings to include in-store programmatic audio ads in partnership with Vibenomics, a Mood Media company.

Since its 2021 launch, Lowe’s media network has grown significantly and now serves more than 300 brands in the home improvement category. The new partnership with Vibenomics will allow Lowe’s to offer its advertising partners targeted, specialized audio ads that are delivered programmatically to stores chainwide.

“Expanding our portfolio to in-store media is an important development in our journey to be a best-in-class retail media network, offering full-funnel, omnichannel solutions for our brand partners,” said John Storms, General Manager and Head of Retail Media at Lowe’s in a statement. “With a predominant mix of DIY and Pro customers visiting our stores, our partnership with Vibenomics will allow us to increase our reach in serving up brand-led messages that fuel awareness and conversion during the in-store shopping journey.”

While retail media offerings were initially concentrated online, physical stores are widely seen as the next big channel for advertising opportunity — especially since 70% to 85% of sales still happen in stores, depending on the category. Retail media leader Walmart also has expanded its offerings to include audio advertising as well as other in-store opportunities, including product sampling and screen placements.