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.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. 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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