The Pro Phase: Building a Full-Funnel Retail Media Network – Elyse Blouin, Lowe's Media Network
Lowe's new GM on creators, Pro versus DIY signals, non-endemic audiences and closed-loop measurement.
Lowe's new GM on creators, Pro versus DIY signals, non-endemic audiences and closed-loop measurement.
Elyse Blouin, the new General Manager of Lowe’s Media Network, joins Tom Limongello and Todd Sawicki to discuss the next phase of the network’s growth.
Elyse explains how Lowe’s is developing higher-funnel capabilities through creators, owned experiences, in-store media, customer data, creative services, and closed-loop measurement. The conversation also examines Lowe’s network of more than 20,000 creators and the distinct signals available through its Pro and DIY customer relationships.
Tom, Todd, and Elyse explore how home-improvement activity can reveal meaningful life-stage signals. A customer researching a kitchen or patio project may also be considering financing, while Lowe’s Pro data can create relevant audiences for automotive and truck brands. These connections create non-endemic opportunities that extend beyond traditional shopper-marketing programs.
The episode also covers AI and agentic advertising, creator sponsorships, the future of in-store media, and how full-funnel agency capabilities can help retail media networks compete for broader brand budgets.
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