Walmart Connect opens up to small and non-endemic advertisers

Walmart Connect is the rebranded media group of Walmart, serving as the advertising division of the retail giant. It provides a platform for advertisers to reach potential customers through various channels, including online, in-store, and sponsored media across the web. Advertisers can connect with audiences by placing search ads, measuring in-store sales results from online advertising, managing campaigns through the self-service Walmart Ad Center, and utilizing shoppable advertising with partners like Roku and TikTok.

Walmart Connect updates include:

• Allowing advertisers to place search ads using brand terms, including targeting competitor brands.
• Expanding access to measuring in-store sales results from online advertising.
• Enabling management of in-store campaigns through the Walmart Ad Center.
• Broadening pilot programs in shoppable advertising with Roku and TikTok.
• Making web and mobile platforms accessible through the programmatic Walmart Ads marketplace.
• Introducing new self-service support tools for overseas suppliers.
• Implementing machine-learning capabilities for creative development and optimization to assist smaller advertisers.

Walmart is expanding its retail media business now following a highly successful year for its ad division in 2023, where revenue soared by 28% to $3.4 billion. The retail giant aims to incentivize advertisers to fully utilize Walmart Connect, with the hopes of boosting ad revenue even further.

The updates to Walmart Connect are expected to fuel greater competition among marketers using the platform. This increased competition may drive up costs as advertisers vie for the attention of Walmart's large customer base and take advantage of the new advertising capabilities and tools being offered.