Is Walmart Connect the Solution Advertisers Need?

Walmart is amplifying its advertising platform, Walmart Connect, which was introduced in 2021, to empower advertisers to maximize the effectiveness of their media spend. This upgrade enables advertisers to deliver personalized ads tailored to specific times and contexts, spanning across in-store TV walls, self-checkout screens, Walmart’s digital properties, mobile devices, and corporate events.

Outlined in a blog post, Walmart discussed four key strategies it plans to implement throughout 2024 to elevate the value proposition of Walmart Connect for advertisers.

Here’s a detailed breakdown of Walmart Connect’s efforts this year:

1. Extending accessibility: Walmart Connect is dedicated to offering more options for advertisers of all types. Whether it’s established suppliers or emerging businesses, Walmart Connect is making it easier for brands to tap into the power of Walmart Connect. The self-serve platform has seen significant growth, with Marketplace sellers leading the charge.
2. Exploring new frontiers: The shopping journey is evolving, and so is Walmart Connect. The team is constantly exploring new ways to engage customers, both online and in-store. From demo stations to media partnerships with platforms like Roku and TikTok, Walmart Connect is committed to providing marketers with diverse avenues to connect with their audience.
3. Enhancing targeting and measurement: Precision is key in advertising, and Walmart Connect is doubling down on its targeting and measurement capabilities. With access to Walmart’s first-party insights, brands can better understand the impact of their campaigns and optimize accordingly. Walmart Connect is also investing in sharper omnichannel measurement and advanced targeting options.
4. Expanding creative capabilities: Creative solutions are at the heart of what Walmart Connect does. This year, the team is rolling out more tools and resources to help advertisers craft compelling campaigns. From integrated marketing solutions to enhanced ad creative capabilities, Walmart Connect is empowering brands to make meaningful connections with Walmart customers.

Firstly, Walmart is diversifying its advertiser base by enhancing accessibility for different types of advertisers, including API and agency partners. This effort includes expanding access to onsite display ads through a primarily programmatic and auction-based model, supporting non-endemic brands, and providing increased international support.

Moreover, Walmart is exploring new touchpoints within stores to increase customer engagement. This initiative involves expanding in-store demo stations and sampling opportunities and experimenting with new areas to connect with customers and enhance brand awareness.

The retailer is also aiming to refine its targeting and measurement capabilities, with plans to introduce sharper omnichannel measurement tools and enhanced conversion insights. These measures will allow advertisers to better understand campaign performance and improve their strategies as needed. Specifically, Walmart stated that it plans to roll out “brand lift measurement and rest-of-market analysis for Walmart DSP and In-Store Audio, expanded access to Walmart AdMix, and consideration metrics.”

Last but not least, Walmart is expanding its creative capabilities by offering more ways for advertisers to engage with customers through various placements and formats, including seasonal programs and single-supplier-led store events. Additionally, Walmart plans to introduce new creative capabilities such as video, new templates, and expanded discoverability options.

According to Walmart Connect, the focus is on fostering connections — connections between customers and the brands they love, connections that help businesses grow, and connections that benefit everyone involved. The mission revolves around creating meaningful experiences for shoppers, aiding brands in boosting their visibility, and ultimately enhancing the overall retail landscape.

Walmart Connect’s advertising business has been gaining traction lately, especially with recent developments such as the agreement to acquire VIZIO and the introduction of new in-store experiences. But beyond just selling products, Walmart Connect is focused on providing solutions that address the core marketing challenges brands face, aligning with Walmart’s core values.