Home Depot Unveils Online Advertising Add-On

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Home improvement superstore chain Home Depot has launched a new advertising program on its Web site, Homedepot.com. Home Depot is now letting selected partner-vendors, like faucet and fixture manufacturer Moen Incorporated, promote individual product lines with interactive demos, video, and other content. Web site visitors click through one of the new ads and are taken to an advertiser-branded landing page where they can explore the featured products. Homedepot.com is part of Home Depot Direct, Home Depot’s direct-to-customer division.

“Advertising on homedepot.com is a new offering in the online
Landscape,” said Home Depot Direct president Harvey Seegers in a statement. “Our goal is to allow a few key vendor partners the opportunity to educate millions of home improvement consumers about their distinctive and innovative products.”

In addition to ads on homedepot.com, participating vendors will also be able to purchase ads in Home Depot’s email newsletter. According to Home Depot, its site generates more than 2.5 billion impressions each year, and its email newsletter has more than 6 million subscribers. Since homedepot.com re-launched three years ago, Home Depot Direct has been added numerous other content-level additions, including a “know-how” section that provides home improvement tips and articles, and the ability for customers to submit their own product reviews.

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