Walmart Connect
Walmart Connect is the conduit for all brand advertising on Walmart-owned and external sites, as well as for brand placements during live streaming through Walmart Live. The ad platform generated $2.7 billion in revenue in fiscal 2022. In 2021, the number of brand partners using the service grew 136% year over year. In the fourth quarter of fiscal 2024, Walmart Connect advertising sales grew 22%, and 26% for the first quarter of fiscal 2025.
Market researcher Sensor Tower collected data for 2024's first quarter, and found Walmart had more than 11 billion onsite and offsite retail media impressions. Nearly 1.6 billion of those were in the food and beverage category. Walmart outpaced Target's second-place tally of just under 7 billion impressions.
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Walmart Connect options include in-store solutions such as digital screens (TV wall ads, self-checkout ads), experiential events, sampling (including at pickup and through delivery), audio ads, and events. Walmart Connect also has online solutions that include sponsored videos, sponsored products and search brand amplifier ads, which boost relevant products to higher positions within or above search results. Sponsored search placements allow suppliers to target contextually, promote and measure product listings across Walmart.com, including online pickup and delivery inventory. Walmart’s retail media network ensures sponsored product ads also appear in prominent positions on other high-traffic pages. Meanwhile, the audience targeting and measurement features use past shopper behavior to predict, target and measure digital campaigns both in-store and online.
Walmart’s Connect partner network is considered by many CPGs to be a media channel on par with a TV network. The average click-through rate for a Walmart.com display ad is 0.03% to 0.04%.
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