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To get in front of contractors who need help with their taxes, H&R Block is teaming up with Orange Apron Media, Home Depot’s retail media network.
The tax preparation company is offering discounts to Home Depot’s loyalty program targeting contractors and other professionals, called Pro Xtra.
“Our initiative with The Home Depot helps Pro Xtra members navigate the complexities of running a business, such as taxes and bookkeeping,” Jamil Khan, chief small business officer at H&R Block, said in a statement. “Having experts that understand the tax codes relevant to the industry helps Pro Xtra members keep more of their hard-earned money.”
The deal is an example of how non-endemic advertisers, or brands that don’t sell product on a retailer’s shelves, are working with retail media networks to target a specific segment of shoppers relevant to their business.
While retail media ad spend is expected to top $62 billion this year, according to Emarketer, growth is beginning to slow. Selling inventory to non-endemic brands can open up new streams of ad revenue for retailers as they jockey for relevancy amid an increasingly crowded landscape of retail media networks.
“This strategic collaboration is a prime example of the evolving trend of non-endemic initiatives within the retail media landscape,” said Melanie Babcock, vice president of Orange Apron Media and monetization at Home Depot. “This isn’t just about offering services; it’s about building a relationship and providing comprehensive support that extends far beyond traditional retail offerings.”
The discounts will be advertised on digital screens in Home Depot stores and across the web using the retailer’s first-party data to target small business owners.
Orange Apron Media announced in March 2024 that it would start working with non-endemic advertisers, six years after the retail media network’s launch.
The home improvement retailer is in good company: Walmart Connect started selling inventory to non-endemic advertisers in April 2024, and Amazon has been doing so since 2022. Together, Amazon and Walmart accounted for 84.2% of retail media digital ad spending in 2024, according to Emarketer. Analysts at the firm expect that share to hold steady in 2025.
The partnership between H&R Block and Orange Apron Media is a “smart extension of non-endemic advertising,” Emarketer’s Sarah Marzano told ADWEEK.
“In retail media, category-specialist retailers can offset the limitations of their endemic assortments by leveraging their deep understanding of specific consumer segments,” Marzano continued. “It’s a strategic play that underscores how retail media can go beyond traditional endemic brands to drive meaningful consumer benefits.”
