Home Depot Is A Media Company

Three years ago at Madison and Vine, Coca-Cola’s then CEO stood up and told the room his company was not in the business of selling sweet drinks, but was in fact a media company selling brand impressions.
It seems “the memo” was well received at Home Depot’s Atlanta headquarters. According to Adweek, Home Depot will begin selling ads on its web site.

The Atlanta-based home improvement retailer is hoping to entice advertisers with the promise of reaching the 4 million consumers who view the Web site each week, and the more than 6 million subscribers to various homedepot.com newsletters.
A number of vendors have signed on, including fixture-maker Moen.

This is one of those big ideas that’s so natural, it’s hard to believe someone didn’t think of it years ago.

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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.

  • http://www.danny-g.net Danny G

    Not only is it a natural, it’s a great workaround for the fact that Home Depot (along with many of the other big-box retailers) is incredibly controlling of, and places many restrictions on, the types in-store displays and POP stuff that vendors (like Moen) can place in their stores.
    I recently worked on a pitch for a hardware manufacturer who said “Don’t redesign our POP and signage; we know it sucks but we can’t do anything about it due to Home Depot and Lowe’s restrictions.”
    Yet, stores like Home Depot can make or break a brand. So letting these vendors advertise on their site is a fairly decent carrot to dangle.

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