Scotts was in Full Bloom on Retail Media

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 2^nd 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.

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