Orange Apron Media, the retail media division of The Home Depot, has announced the launch of a new comprehensive self-service advertising platform called Orange Access. The platform, powered by Vantage, was unveiled on October 3, 2024, just two days ago. This new tool aims to transform the advertiser experience by simplifying and enhancing ad buying, optimization, reporting, and insights for The Home Depot's advertising partners.
According to Melanie Babcock-Brown, Vice President of Orange Apron Media and Monetization at The Home Depot, the development of Orange Access has been a three-year journey. In a LinkedIn post shared one day after the launch, Babcock-Brown stated, "For the past three years, we've been on a journey to creating a seamless experience for our advertisers, developing a one-stop shop for setting up, managing campaigns, and reporting—ultimately bringing Orange Access to life."
This statement underscores the company's long-term commitment to enhancing its advertising services. Babcock-Brown also emphasized that the launch "represents a significant milestone for Orange Apron Media," attributing its success to "valuable feedback from our suppliers and collaboration with our innovative partners."
Key features of Orange Access
Orange Access is designed to provide advertisers with a suite of tools to manage their media campaigns effectively. The platform offers several key features:
- Campaign Activation and Management: Advertisers can now plan, activate, optimize, and report on their media campaigns through a single, user-friendly interface.
- Insights Module: The platform includes a sophisticated Insights module that provides advertisers with custom campaign data and business intelligence.
- Real-time Dashboards: Advertisers can access real-time dashboards to better understand campaign performance and make necessary adjustments.
- Export Features: The platform allows for easy exportation of data, enabling advertisers to conduct deeper analysis of their campaign results.
- Onsite and Offsite Campaigns: Orange Access supports both onsite (on HomeDepot.com) and offsite advertising campaigns.
- Guided Tutorial: The platform includes a guided tutorial to help advertisers set up campaigns following best practices.
- Creative Technology: Improved tools for building banner ads, giving advertisers more control over their creative content.
- Real-time Campaign Pacing: This feature ensures campaigns are effective and efficient by providing up-to-the-minute information on campaign progress.
- Enhanced Targeting: Improved placements and targeting options help brands reach customers at optimal times and locations.
- Measurement and Reporting: Intuitive dashboards feature media diagnostics and key business metrics, including single platform attribution and in-store sales data for onsite campaigns.
- Centralized Billing: The platform offers enhanced and centralized billing and reconciliation features.
Collaboration with technology partners
According to the announcement, Orange Apron Media collaborated with Pentaleap and Kevel to enhance Orange Access's ad server capabilities. This collaboration aims to deliver improved onsite campaign performance and advance onsite advertising inventory to meet suppliers' needs.
Impact on advertisers and customers
Melanie Babcock, vice president of Orange Apron Media and Monetization, stated that 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."
The platform is designed to empower advertisers with self-service tools and insights to create impactful campaigns. This approach is expected to help advertisers advance their business while also creating a more relevant shopping experience for The Home Depot's customers.
Background on Orange Apron Media
Orange Apron Media is the retail media division of The Home Depot. Earlier this year, the division introduced self-service capabilities to help advertisers expand campaigns using audience extensions beyond HomeDepot.com. The launch of Orange Access builds upon these earlier efforts to enhance the advertiser experience.
The Home Depot
The Home Depot, the parent company of Orange Apron Media, is the world's largest home improvement specialty retailer. As of the end of the second quarter:
- The company operated 2,340 retail stores and over 760 branches across all 50 U.S. states, the District of Columbia, Puerto Rico, the U.S. Virgin Islands, Guam, 10 Canadian provinces, and Mexico.
- The Home Depot employs over 465,000 associates.
- The company's stock is traded on the New York Stock Exchange under the ticker symbol HD.
- It is included in both the Dow Jones Industrial Average and Standard & Poor's 500 index.
Key Facts
- Launch Date: October 3, 2024
- Platform Name: Orange Access
- Powered by: Vantage
- Key Collaborators: Pentaleap and Kevel
- Parent Company: The Home Depot
- The Home Depot Retail Stores: 2,340
- The Home Depot Branches: Over 760
- The Home Depot Employees: Over 465,000
- Stock Symbol: NYSE: HD