The retailer made a splash Thursday in New York at NewFronts, a marketing conference for digital media, when it announced a rebranding of that business and signaled its intention to become a more aggressive player in the sector.
Target Media Network is now Roundel, as the retailer guns to remodel its ad business after Amazon’s. The retailer announced the rebranding at its first NewFront presentation on Thursday. According to president Kristi Argyilan, the rebrand signifies a shift in resources to the retailer’s in-house media company. Branching outside of Target’s on-site and in-store advertising, Roundel will power those ads as well as ads that appear on a curated list of publisher sites in Target’s network, on TV and across other channels.
Among the slate of publishers and streaming platforms at this year’s Digital NewFronts, Target’s place on the schedule was a bit of an outlier. But today, Adweek can exclusively reveal that the retail giant, which quietly joined the NewFronts lineup a month ago, is investing in its advertising business—for other brands.
A surprise addition to this year’s NewFronts, first-time participant Target today announced its plans to rebrand its media network formerly known as “Target Media Network” to be called “Roundel.” The goal with the repositioning is to better communicate to clients that its focus goes beyond display ads on Target.com. Instead, Roundel will create campaigns and content for its clients, which include brands and agencies — including brands that aren’t sold in Target’s stores — and deliver them either to Target’s own website or to “brand-safe” external channels like Pinterest, PopSugar and NBCUniversal.