Lowe's Media Network Expands to Roku, DoorDash, Reddit, TikTok and YouTube — With Ipsos Incrementality Measurement and an AEO Product

Home improvement retailer Lowe's is pushing its retail media network well beyond on-site ad slots. Lowe's Media Network has added new media partners, independent measurement, in-house creative support and AI tools — positioning itself less as a place to buy inventory and more as a full agency partner for brand advertisers.

Beyond owned inventory: Roku to YouTube

Launched in 2021, Lowe's Media Network has relied on onsite and offsite media. It now extends to Roku, DoorDash, Reddit, TikTok and YouTube, with each partner covering a different stage of the consideration journey. Roku, for example, reaches streaming audiences at the top of the funnel.

"More and more, what's important in retail media is that we're moving beyond media placements and media metrics and to something that is a full-brand experience for our customers," said Elyse Blouin, vice president and general manager of Lowe's Media Network.

Measurement: no grading your own homework

The biggest shift is measurement. Lowe's is partnering with Ipsos to provide independent incrementality measurement for brand partners, including bespoke marketing mix modeling and agile attribution.

• Lowe's says it is among the first retailers to offer incremental ROAS reporting to top spenders.
• "I don't want an advertiser grading their own work and saying, 'Just trust me, our model is great,'" Blouin said, stressing the need for a credible third party.

Advertisers have long questioned platforms such as Meta, Google and Amazon acting as the judges of their own campaign results. Retail media is now facing the same demand.

Creative support and answer engine optimization

With WARC projecting U.S. retail media revenue to reach $100 billion by next year, Lowe's wants a bigger role than media seller.

Creative throughput

Vendors told Lowe's they wanted to do more with the network but lacked the creative capacity to activate every channel. Lowe's brought creative into its own team and now supports static, video, social-first and in-store assets.

An AEO product and Reddit

Lowe's Media Network is also launching an answer engine optimization (AEO) product designed to help advertisers rank higher in LLMs and other AI-powered platforms that shape product discovery. The Reddit integration fits the same need, since Reddit is a leading source of AI citations. Data on both homeowners and pro customers lets the network court endemic and nonendemic advertisers alike.

What marketers should ask of retail media networks

1. Incrementality, not just platform ROAS. Ask how much of the reported revenue would have happened without the ads.
2. Clear funnel roles. Know whether the network only harvests demand at checkout or also builds awareness through partner media.
3. Creative capacity. More channels means more assets; check whether the network helps produce them.
4. AI answer visibility. Track how your brand appears when shoppers ask AI assistants about your category, separately from paid media.

For a restaurant take on the same model, see McDonald's Media Network Launches. To evaluate retail media beyond clicks, read How to Read Retail Media Co-op Ad Reports.