The Home Depot is to transform its retail media network’s, Orange Apron Media Technology, working with Kevel’s Retail Media Cloud to create a range of new retail media offerings for advertisers that boost customer engagement. The retailer is also working with separate tech platform Vantage, to offer self-service ads to clients.
With the addition of Kevel’s Retail Media Cloud, Orange Apron Media has built a differentiated retail media network and added value to its ad products by enabling advertisers to connect with customers closer to the point of purchase, says the retailer. Through this collaboration Orange Apron Media and Kevel will continue to seamlessly integrate retail media offerings into its digital strategies, emphasising enhancements to the customer experience across both owned and off-site channels through, says the company, “storytelling and personalisation leveraging unique first-party data”.
“Providing the best possible service and experience for our customers and our advertising partners is at the top of our list of priorities,” says Melanie Babcock, vice president of Orange Apron Media and Monetisation. “Finding like-minded partners, like Kevel, makes it easier to build custom solutions that help brands connect with customers at the right place and at the right time. When customisation is done right, it enhances everyone’s experience.”
Kevel stands out amongst ad tech solution providers as the only API-based solution for in-housing retail media technology, allowing retailers to differentiate based on their unique brand and first-party data.
“There has been a large shift in the retail media landscape as brands focus on the retail media networks that deliver real value versus those that are commoditized and not fit for purpose. This is pushing retailers to move from off the shelf solutions to build high-end, differentiated retail media networks,” says James Avery, Founder & CEO at Kevel. “Kevel’s flexible API-based Retail Media Cloud was designed specifically to enable retailers like Orange Apron to build customized in-house retail media solutions in a way that really differentiates them, leveraging their unique attributes to provide advertisers with innovative, cutting edge decisioning, ad formats, targeting, and site performance, all while keeping their data safe and secure at scale.”
Self service ads go live
The news comes hot on the heels of The Home Depot rolling out a self-service ad platform, Orange Access. Powered by Vantage, the new tool lets advertisers plan, activate, optimise and report on their media campaigns with The Home Depot, through a single, easy-to-use platform.
This builds on Orange Apron Media’s introduction of self-service capabilities launched earlier this year to help advertisers expand campaigns using audience extensions beyond HomeDepot.com.
Along with campaign activation and management, Orange Access features a sophisticated Insights module that provides advertisers with custom campaign data and business intelligence. Advertisers can leverage these real-time dashboards and export features to better understand how their campaigns performed, allowing them to make changes or improvements to meet their business needs.
“Orange Access transforms the advertising experience for Orange Apron Media’s partners and is a giant leap forward in helping suppliers effectively and frictionlessly meet customers at the closest point of purchase,” says Melanie Babcock, vice president of Orange Apron Media and Monetisation. “Our new platform empowers advertisers with easy-to-use, self-service tools and insights to create impactful campaigns to help them advance their business.”
Orange Access capabilities allow advertisers to:
- Launch onsite and offsite campaigns and access detailed reporting all in one easy-to-use platform
- Seamlessly set up campaigns through a guided tutorial promoting best practices and optimal outcomes
- Easily build banner ads with improved creative technology and control
- Real-time campaign pacing information to ensure campaigns are effective and efficient
- Improved placements and targeting to help brands reach customers at optimal times and locations on onsite and offsite
- Intuitive measurement and reporting dashboards featuring media diagnostics and key business metrics like single platform attribution and in-store sales for onsite
- Enhanced and centralized billing and reconciliation
To enhance Orange Access’ ad server capabilities, Orange Apron Media collaborated with Pentaleap and Kevel. With their expertise and technology, this solution can deliver improved onsite campaign performance and advance onsite advertising inventory to meet suppliers’ needs.
“We are always listening to our supplier partners’ feedback, identifying new opportunities, and shaping a better experience for the future. Whether it is new ad units, a unified user interface, or enhanced measurement capabilities, we believe when we provide better solutions for our advertising partners, it ultimately creates a more relevant shopping experience for our customers,” adds Babcock.
