Lowe’s Media Network eyes incrementality amid marketer budget pressures

Ad spend is under more scrutiny than ever as economic headwinds pressure marketers to stretch budgets, making every dollar count. Marketers are scrutinizing their ad spend more closely than ever and pressuring retail media partners for incrementality, a metric beyond return on ad spend (ROAS) to determine if the RMN media buys are paying off. That includes RMN partners like Lowe’s Media Network.

To better compete and take in more ad dollars, Lowe’s Media Network has incrementality on the roadmap. Digiday recently caught up with John Storms, general manager and head of Lowe’s Media Network, to get details on the measurement plan going forward and how the retailer is navigating economic headwinds.

The Lowe’s executive has overseen the media network since 2023, guiding it through a rebrand last year where it was renamed Lowe’s Media Network instead of Lowe’s One Roof Media Network. Before Lowe’s, Storms spent 19 years at Target, serving as director of hardlines (products like appliances, sporting equipment, electronics, and home goods) strategy and sales at Roundel from 2019 to 2022, according to his LinkedIn.

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