Love's Media Group: the Love's retail media network for reaching drivers on the road

The audience is the product. Love's built the network around professional truck drivers, a group it calls "a high-frequency audience that traditional digital advertising struggles to access" (C-Store Dive, 8 October 2025). Drivers stop for fuel, food and other amenities, often for longer than a typical convenience visit. Love's says these customers have "extended dwell times", a company claim on its media page. For a brand selling energy drinks, phone chargers or truck parts, that is a hard-to-buy audience in one place.

The second difference is control of the estate. Love's says its locations are 100% owned and operated, which it argues gives consistent execution of in-store campaigns (company claim). That matters for formats such as pump toppers, restroom flyers and counter mats, which depend on staff putting them up on time. The network's leader, Tommy Greenberg, previously built client services at Lowe's Media Network and worked at Roundel. In 2026 Love's hired further staff from Lowe's, Hy-Vee RedMedia and Roundel.

Third, Love's has published how it measured a campaign, not just the result. It named its measurement partner, the test window and the number of control stores. That lets a buyer judge the claim, and it gives newer travel-center networks, such as RaceTrac Trac Media Group, a public benchmark to answer.

Forecourt and in-store. Pump screens and pump toppers reach drivers while they fuel. Inside, Love's sells digital signage, posters, restroom flyers, counter mats and brand activations. The convenience store retail media guide compares these in-store media formats across chains.

Onsite. The Love's App, the website, email, SMS and push notifications carry brand messages to loyalty members.

Offsite. Love's lists programmatic, social and connected TV on its media page. The August 2026 update named off-site display. Which platforms or partners deliver offsite media is not published.

Targeting uses loyalty insights and purchase behaviour, according to Love's media page. In 2026 Love's upgraded its loyalty program, now called Love's Rewards. It extended points to professional and casual drivers and moved rewards into the updated Love's App (NACS, 7 October 2026). One program for both groups should make it easier to tell truckers from road-trippers in campaign audiences.

Love's describes audience profiling, basket analysis and new-to-brand reporting as custom insights. It does not describe how data is shared with brands, or whether a clean room is used.

Love's lists four kinds of reporting: campaign delivery (impressions, reach, frequency, engagement, viewability), sales impact (exposed-customer purchases, return on ad spend, revenue attribution), lift analysis and custom insights. Its 2026 beverage test used matched holdout stores, a standard way to estimate incrementality. We found no independent audit or accreditation of these methods.

1. Contact Love's Media Group. Use the contact route on the Love's Media Group page; there is no public self-serve console.
2. Define the audience. Decide whether you want professional drivers, four-wheel travelers or both.
3. Combine forecourt and store. Pair pump screens with in-store placements near your product, as the 2026 beverage test did.
4. Add loyalty and offsite reach through app, email or programmatic placements if you need frequency beyond the visit.
5. Agree the test design. Ask for matched control stores and confirm whether lift is measured on units, sales or both.

It suits:

• beverage, snack and tobacco-alternative brands sold at travel stops;
• automotive, fleet and driver-service brands that want professional drivers;
• brands that value a published test-and-control method.

It suits less:

• brands that need self-serve buying;
• products with no presence in Love's stores;
• advertisers who require audited measurement today.

• The size of the Love's Rewards membership; Love's says only "millions".
• Offsite, social and connected TV partners.
• Rate cards, minimum spend and whether self-serve tools exist.
• Media revenue.
• The exact location count at launch: 662 (P2PI) and 664 (C-Store Dive) were both reported.

1. Love's Travel Stops, "Love's Media Group" (accessed 9 November 2026). https://www.loves.com/loves-media-group
2. Love's Travel Stops, "Love's Media Group campaign delivers 23% incremental unit lift for leading beverage brand" (Las Vegas, 6 October 2026). https://www.loves.com/news/2026/october/loves-media-group-campaign-delivers-23-incremental-unit-lift--for-leading-beverage-brand
3. Path to Purchase Institute, "Love's Travel Stops Debuts Retailer Media Network" (7 October 2025). https://p2pi.com/loves-travel-stops-debuts-retailer-media-network
4. C-Store Dive, "Love's joins retail media market" (8 October 2025). https://www.cstoredive.com/news/loves-retail-media-network/802250/
5. Path to Purchase Institute, "Love's Media Group Accrues 20 Brand Partners, Expands Retail Media Team" (news brief, 4 August 2026). https://p2pi.com/news-briefs/2026-08-04?article=loves-media-group-accrues-20-brand-partners-expands-retail-media-team
6. NACS, "Love's Media Group Reports 19% Incremental Sales Lift" (7 October 2026). https://convenience.org/stay-current/news/2026/october/7/love’s-media-group-reports-19-incremental-sales-lift