Walmart Connect shares plans to become top advertising platform
Walmart is sharing its plans on how it is working to become a top advertising platform that uses the combination of connections and shopping experiences to scale and reach shoppers both in stores and online.
To do this, the retailer is working to improve and innovate the ways suppliers and sellers connect with customers throughout the shopping journey. This will include such expanded touchpoints as new ad formats like CTV and video, and omni-experiences that optimize how brands can showcase themselves at self-checkout screens, TV walls, in-store events and sampling.
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Walmart Connect also aims to unlock growth for suppliers and sellers of all sizes by making it easier for brands to launch and manage display campaigns on Walmart.com on their own. As a way to accomplish this, the retail giant recently launched its Display Self-Serve to its first wave of advertisers, which gives them speed, flexibility and control with their display campaigns, the company said.
Additionally, the retailer is expanding its Walmart Platform Partner program, which will give suppliers and sellers more options to find the right expert to scale, automate and optimize their search campaign. Jungle Scout is the newest program that is part of this initiative.
Lastly, Walmart shared its commitment to exceeding advertiser performance goals by leaning into its core offerings via a mix of innovation and evolution, the company said.
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This platform will include search and targeting, which is essential to any omni campaign, to deliver more impact to advertisers and better experiences for customers.
“We’re laser-focused on evolving Walmart Connect’s solutions to help advertisers make every media moment a retail moment, by connecting with customers in a meaningful way at any point in their shopping journey,” said Rich Lehrfeld, senior vice president and general manager of Walmart Connect. “The future of Walmart Connect is brighter than ever and I’m excited about what we’re creating with our suppliers, sellers and partners to stand at the forefront of retail media and transform the shopping experience for Walmart customers.”