Hotel media networks
“We had to become a media powerhouse,” said Nicolette Harper, VP of global marketing and media at Marriott International, during a panel with Yahoo and Lowe’s.
Marriott is first focusing more on highly curated partnerships with brands around travel and lifestyles. Marriott’s media network extends from its websites to its hotels, Harper said, where people see ads on screens in elevators and gyms, and in their rooms. Marriott works with Yahoo on this wider ad network.
“We partnered with Yahoo to fuel our supply side, because they were one of the few partners that could do the complexity of both,” Harper said, “on our own channels and emails, and things of that nature, but also on-site at the hotels.”
Read: Everything brands need to know about the retail media boom
New customers in home improvement
Lowe’s discussed its One Roof Media Network, which is a little behind compared to Amazon, Walmart Connect and some other major retailers. Lowe’s also does not have the same website traffic as some of its rivals. “When we started a year ago we were primarily on-site, in the sense of display [ads] and sponsored [search],” said John Storms, head of sales at Lowe’s One Roof Media Network. “There is not this tremendous amount, or abundance of traffic, that just shows up to Lowes.com.”
That’s why Lowe’s is partnered with ad tech companies like Yahoo and social platforms like Pinterest. “What we’re telling our brands, is look, we’ve got really good customer insights,” Storms said. “We are making decisions that are based on what our customers, what we believe, is going to be relevant [and] valuable to them.”
Storms gave one example of working with a “fairly large appliance brand.” Lowe’s could help the brand target ads to “previous purchasers,” “people who recently browsed,” and a “new mover” segment of people who were moving homes. Lowe’s found “new movers” were three times more valuable for the brand’s ad campaign.
“That’s going to be an important audience segment for us to really build new acquisition, new audience strategies,” Storms said, “and then also build out retargeting.”
Coca-Cola is using retail media networks to make advertising decisions like when to promote certain products and on which channels. For instance, Coca-Cola could target ads on DoorDash based on whether a consumer is likely to order soft drinks as part of a bundled meal or delivery package, Coca-Cola’s Freedman said. “We have data that suggests some people want a soda with a bundle for a food service experience,” Freedman said.
Freedman was asked how Coca-Cola chooses which retail media networks to work with, given there are so many popping up.
“Things that we would use to prioritize some over others, are very similar, quite frankly, to the way that we’re prioritizing all media networks,” Freedman said. “Things like brand safety. We talk about targeting. We talk about results and frequency. We also talk about business strategies and growth.”