Home Depot is launching a type of addressable advertising campaign on the Weather Channel, which could separately target cactus enthusiasts in Las Vegas and azalea aficionados in Atlanta.
During breaks that could run between 30 seconds and 90 seconds, the retailer will sponsor a segment that will offer gardening and lawn care tips, customized by region.
The broader "Lawn & Garden Outlook" effort also includes Weather.com and mobile elements, with targeted gardening advice placed in banner ads and based on geography and weather. At present, Home Depot could face a challenge in crafting an inspiring message in the Northeast, given the stormy outlook; the campaign debuts Thursday. The Weather Channel has broken the country into 18 regions, although it is unclear if that many different tips will be provided.
Home Depot CMO Trish Mueller stated that the initiative aims to "provide [customers] with all the information and resources they need in an entertaining way" for outdoor yard projects. The chain, which is entering the busy spring season, currently sponsors a "Project of the Week" on the Weather Channel.