Love’s Rolls Out Ad Network for America's Highways

Love’s Travel Stops has launched Love's Media Group, a retail media network designed to target the hard-to-reach audience of professional truck drivers and highway travelers at scale, as first reported by Mass Market Retailers. The move aims to create a new revenue stream by monetizing the company's extensive physical and digital footprint.

• A unified ad surface: The network unifies advertising opportunities across the company's entire footprint of more than 660 locations. It integrates the Love's Connect mobile app and My Love Rewards loyalty program with digital screens on fuel pumps and inside its stores.

• A captive audience: Love's says the move gives advertisers "direct access to a high-volume, high-intent audience in motion," a group that traditional digital advertising often fails to connect with. "We're uniquely positioned at the intersection of mobility, loyalty and commerce," said Patrick McLean, the company's chief marketing officer.

• Entering the fray: Love's hired retail media veteran Tommy Greenberg, who previously helped build networks at Lowe's and Target's Roundel, to lead the division. The launch makes Love's the latest convenience retailer to chase advertising dollars, a space where it will compete with giants like 7-Eleven and Wawa.

By leveraging its unique relationship with professional drivers, Love's is turning its high-traffic locations into a valuable advertising asset, tapping a revenue stream that competitors without a similar niche audience cannot easily replicate.

In an interview, Love's CMO stressed the strategy is a long-term partnership, not a "money grab." The move follows other recent tech initiatives at the company, including the expansion of its order-ahead service to more of its in-store restaurants.