The Home Depot believes its specialty status will help it stand out despite competition for retail media ad dollars
Despite the continued growth of retail media networks this year — even gas station chain Wawa recently unveiled a new retail media offering, Goose Media Network, last month — Home Depot isn’t worried about increased competition for retail media ad dollars given its specialty retailer status.
That’s not to say that Home Depot is resting on its laurels and expecting advertisers to spend regardless of their offering — the retailer is continuing to update its offering, under Retail Media+ and capabilities for advertisers to stay competitive, of course — but that being a specialty retailer can be a competitive edge. Some marketers have had difficulty deciding where to spend when it comes to retail media and the continued fragmentation with more and more retail media networks entering the marketplace hasn’t made that easier.
“We’re specialty but we’re not small, we have massive volume,” said Melanie Babcock, vp of Retail Media+ and monetization at The Home Depot, adding that the retailer has more than 2,300 stores throughout North America, making it easy to pitch advertisers on scale as well as specialty.
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Source:: Digiday
