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Retail media networks want to be known as media companies now
Retailers have rebranded their names, retooled their offerings, launched partnerships to pitch themselves as media companies.
The number of retailers launching their own media, commerce, financial, travel (you get the point) networks continues to grow. At this point, more than 250 retail media networks exist globally, according to retail media intelligence platform Mimbi, and they’re all fighting for the same ad dollars.
To better compete, retail marketing networks have spent the past few months rebranding their names and logos, hosting events and retooling their offerings. At the same time, RMNs are moving beyond on-site search and display ad opportunities and opening up ad formats with creators and streaming services. All signs point to retail media networks wanting to be seen as all out media networks, according to the five RMN agency experts Digiday spoke with for this piece.
Last March, The Home Depot rebranded its retail media network Retail Media+ to Orange Apron Media at its inaugural infronts presentation (its response to upfront negotiations). Home Depot plans to host the second installment of its infronts presentation this year. Lowe’s made a similar move in August, rebranding from Lowe’s One Roof Media Network to Lowe’s Media Network and debuting a new logo with beefed up channels, like email and in-store audio.
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