Lowe's Media Network (formerly Lowe's One Roof Media Network): formats, data and how to buy

Home improvement purchases take a long time. John Storms, then head of the network, said flooring decisions can take months and appliances last about ten years (Digiday, 26 May 2025). A short attribution window misses most of those sales. That problem shapes how Lowe's sells and proves its media.

Lowe's answer is outside measurement. In October 2026 it brought in Ipsos to provide independent incrementality measurement, including bespoke marketing mix modelling and agile attribution (Marketing Dive, 13 October 2026). Lowe's also claims to be among the first retailers to give top spenders incremental return on ad spend (iROAS) reports (company claim, same source). For a vendor, that means a report on sales the ads caused, not just sales that followed them.

The network has also changed shape several times. It launched on outside technology, moved operations in-house, then took a new name.

Third, Lowe's leans on sound and creators rather than store screens. It plays ads through in-store audio in every owned store rather than a published screen network. In June 2025 it launched a Lowe's Creator Network for home improvement creators (Lowe's, 10 June 2025).

Onsite. Sponsored product ads and premium native display run on Lowes.com and in the app. They are Lowe's version of sponsored products, placed where shoppers search and compare.

Offsite. Programmatic campaigns run through Yahoo DSP across display, video, connected TV, streaming audio, podcasts and digital out-of-home (Path to Purchase Institute). Social, search and email run with Google, Meta and Pinterest. In October 2026 the network added Roku, DoorDash, Reddit, TikTok and YouTube as media partners.

In-store and direct. Vibenomics in-store audio plays in all owned stores (Digital Commerce 360, 20 September 2024). Direct mail reaches customers who bought install services. Lowe's also launched an answer engine optimisation product to help brands appear in AI assistants, plus in-house creative support. For in-store options more broadly, see in-store retail media.

The network targets with purchase data from DIY and Pro customers, plus first- and third-party data, according to its site (Lowe's Media Network). Lowe's says its shopper base splits about 65% DIY and 35% Pro (company claim). Its 10-K describes building MyLowe's Rewards for both groups (Lowe's 10-K).

Lowe's has a growing Pro business outside its stores. It bought Artisan Design Group for $1.3 billion in June 2025 and Foundation Building Materials for $8.8 billion in October 2025 (Lowe's 10-K). We found no public statement that data from either business feeds the media network.

Brands receive audiences and aggregated reports. Lowe's names no clean room vendor on its public pages.

Lowe's has offered closed-loop reporting since launch. Ipsos now adds independent incrementality studies and marketing mix models, and the largest advertisers receive iROAS reports (Marketing Dive, 13 October 2026).

We found no Media Rating Council accreditation. In 2025 Storms described the network's measurement work as a "precursor" to work with the IAB and MRC (Digiday, 26 May 2025). The measurement standards guide explains what those bodies would check.

1. Contact the network directly. Lowe's runs sales in-house; the official site lists a contact address at lowesmedianetwork.com.
2. Start with sponsored product ads on Lowes.com, which sit closest to the purchase. Lowe's kept Criteo for sponsored search in 2023; confirm the current platform when you buy.
3. Add offsite audiences through Yahoo DSP, social and streaming partners for long research cycles.
4. Add in-store audio to reach shoppers in the aisle, and creators for project inspiration.
5. Agree incrementality terms up front. Ask whether your spend qualifies for iROAS reporting and Ipsos studies, and set an attribution window that fits your product's purchase cycle.

It suits:

• appliance, flooring, tools, paint and outdoor brands sold at Lowe's;
• vendors with long purchase cycles that need incrementality, not last-click returns;
• non-endemic brands tied to home ownership, such as insurers and lenders.

It suits less:

• small brands that need a self-serve tool today;
• advertisers that want a large in-store screen network;
• buyers who need MRC-accredited metrics.

• Whether the self-service platform promised for the second half of 2025 has launched (Digiday, 26 May 2025).
• Whether Criteo still powers sponsored search.
• In-store screens beyond audio.
• Media revenue and minimum spend.
• Clean-room vendors and separate MyLowe's Pro Rewards member counts.
• Whether FBM or Artisan Design Group data will be used for advertising.

1. PR Newswire, "Lowe's Launches Lowe's One Roof Media Network" (13 October 2021). https://prnewswire.com/news-releases/lowes-launches-lowes-one-roof-media-network-a-new-kind-of-retail-media-sales-and-marketing-service-301399083.html
2. Marketing Dive, "Lowe's in-houses retail media network operations" (12 January 2023). https://www.marketingdive.com/news/lowes-in-houses-retail-media-network-operations/640267/
3. Path to Purchase Institute, "Lowe's Rebrands Retailer Media Network" (9 August 2024). https://p2pi.com/lowes-rebrands-retailer-media-network
4. Digital Commerce 360, "Lowe's retail media network adds new technology partner" (20 September 2024). https://www.digitalcommerce360.com/2024/09/20/lowes-retail-media-network-vibenomics/
5. Digiday, "Lowe's Media Network eyes incrementality amid marketer budget pressures" (26 May 2025). https://digiday.com/marketing/lowes-media-network-eyes-incrementality-amid-marketer-budget-pressures/
6. Lowe's Companies, "Lowe's taps creator economy, launches first home improvement creator network" (10 June 2025). https://corporate.lowes.com/newsroom/press-releases/lowes-taps-creator-economy-launch-first-home-improvement-creator-network-mrbeast-among-first-join-06-10-25
7. Lowe's Companies, Inc., Form 10-K for fiscal 2025 (23 March 2026). https://www.sec.gov/Archives/edgar/data/60667/000006066726000029/low-20260130.htm
8. Marketing Dive, "How Lowe's is building, and measuring, a full-funnel media network" (13 October 2026). https://www.marketingdive.com/news/how-lowes-is-building-and-measuring-a-full-funnel-media-network/832747/
9. Lowe's Media Network, official site (accessed 9 November 2026). https://www.lowesmedianetwork.com/