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Sensor Tower · Sensor Tower · June 2025
Scotts was in Full Bloom on Retail Media
Scotts kicked off the growing season with a massive retail media push that left competitors in the weeds. We’ll explore how Scotts supported 13 brands across 6 retail media networks, using tailored messaging to deliver a full-funnel experience.
Scotts Dominated on Retail Media with a 5x Impression Spike
As spring took root in March, Scotts kicked off a seasonal retail media blitz, dialing up their impressions by 5x MoM. Scotts earned 203M retail media impressions in March, significantly outpacing any of their Lawn & Garden competitors. For comparison, the 2nd largest advertiser, Pennington Seed, earned just 1.5M impressions in March, barely 1% of Scott’s total.
Scotts Showcased 13 Brands on Retail Media
Scotts large-scale activation included strong support for 13 brands from their wide portfolio of Lawn & Garden products. Turf Builder led the way, driven by ads at The Home Depot offering up to $50 savings on select products. In addition to running separate campaigns for individual products, Scotts also integrated several of their brands into a campaign for Ace Hardware’s YardRx program, a subscription service for prescriptive yard care.
Scotts Customized Their Channel Strategy by Retailer
Scotts tapped into 6 different retail media networks in March, led by home improvement retailers Ace Hardware, The Home Depot, and Lowe’s. Scotts leveraged YouTube and OTT to deliver video storytelling for the YardRx campaign at Ace, while turning to Facebook at both Home Depot and Lowe’s to drive discovery. At Amazon, Scotts shifted their focus to conversion, deploying OnSite Display banners that featured pricing, reviews, and a direct “Add to Cart” functionality.
An Omnichannel Approach Fueled a Full Funnel Strategy
While Scotts dominated the retail media landscape in March, it was only one piece of their larger omnichannel effort. Scotts was also active across eight additional digital channels, with Facebook and Instagram leading the charge. Outside of retailer environments, Scotts emphasized benefit-driven, educational messaging like “Now is the only time to stop crabgrass.” In contrast, their retail media campaigns prioritized price points, promotions, and direct calls to action to drive conversion. Combined, these efforts delivered on a full-funnel strategy that spanned from awareness to action.
Are you ready to see how your competitors are investing in retail media networks? Pathmatics by Sensor Tower Retail Media Insights provides marketers with complete visibility into the co-branded digital advertising ecosystem and retail media networks. This monthly highlight provides only a small sample of the potential insights and use cases. Learn more by requesting a demo below.
