What Is Walmart Connect and How Can It Boost Your Brand in 2024

ByCharles Scott Last Update on

Walmart Connect offers brands an opportunity to tap into Walmart’s massive brick-and-mortar and online retail ecosystem. But you may be wondering – what exactly is Walmart Connect and how does it work?

An Overview: Reach Walmart Customers Where They Shop

Walmart Connect, formerly Walmart Media Group, is an in-house advertising platform launched in 2021. It allows brands to promote products across Walmart’s omni-channel network, including:

  • Walmart.com – The #2 ecommerce site in the US
  • Walmart stores – Over 5,000 stores with 300 million monthly visitors
  • Off-site display ads – Targeted ads outside of Walmart properties

By leveraging Walmart’s data on shopping patterns and purchase history, advertisers can hyper-target promotions to customers most likely to engage.

Why Should Brands Care About Walmart Connect in 2024?

In short – growth.

  • Walmart Connect billings grew 130% YoY in Q3 2022. I forecast this rapid growth pace to continue in 2024 based on increased ad budgets and new product launches.
  • Overall US retail media ad spend is projected to increase over 40% in 2024 according to eMarketer.

And the results speak for themselves: ads influence 40% of Walmart customers to make a purchase.

In my opinion, Walmart Connect’s potential has just barely been tapped. Performance indicators show it is starting to chip away at the duopoly of Amazon and Google.

A Deep Dive Into Walmart Connect‘s Offerings

Walmart Connect features a robust suite of ad products at brands’ fingertips:

Ad ProductDetailsUse Cases
Sponsored Product AdsPaid product listings on Walmart.comIncrease product visibility and drive sales
Display AdsVisual banner ads on Walmart sitesRaise brand awareness
Video AdsIn-stream videos on Walmart.comEngage shoppers with sight, sound and motion
In-Store MediaPromotions across Walmart’s 5,000+ storesReach in-store buyers
Audience TargetingAdvertising to defined consumer groupsLaser-focused targeting to lower CPM

A core benefit of Walmart Connect is its unmatched shopper data from customers’ in-store and online purchases. Brands can serve ads precisely tailored to potential buyers’ preferences and behaviors.

And with advanced measurement capabilities, advertisers can track both online and offline performance – connecting dollars spent to sales gained.

Weighing the Potential Risks

However, brands diving head-first into Walmart Connect should be aware of a few notable risks:

  • Limited ecommerce selection compared to Amazon
  • Changes to Walmart’s vendor relationships and business strategy over time
  • Shopper data transparency concerns around privacy

Testing budget-consciously, monitoring program performance diligently, and staying nimble to shifts will be key to long-term success.

The Bottom Line

All signs point to Walmart Connect experiencing meteoric growth into a retail media juggernaut in 2024 and beyond. Smart brands should consider testing Walmart Connect campaigns now to get ahead of rising costs and unlock invaluable shopper data.

Charles Scott is a dynamic professional whose academic and career achievements demonstrate a strong commitment to excellence in the retail and consumer service industry. Graduating with an MBA from New York University in 2013, Charles has built a diverse and impressive career portfolio. He has held significant roles as a manager, advisor, and marketer, showcasing his multifaceted skills and deep understanding of the industry.

Beyond his direct professional engagements, Charles has made a notable mark as the head writer and founder of ExpertBeacon.com. This platform stands as a testament to his dedication to consumer empowerment and education. ExpertBeacon.com is a resource designed to assist consumers in addressing their persistent questions about products, services, and companies. Under Charles's leadership, the site provides in-depth, well-researched, and accurate information, all structured in easy-to-follow guides and articles. His work here not only highlights his expertise in the field but also his commitment to providing valuable, actionable information to the public.

Charles's approach is centered on a keen understanding of consumer needs and market dynamics, making him a respected voice in the industry. His contributions through ExpertBeacon.com and his professional roles reflect a blend of strategic thinking, practical knowledge, and a genuine desire to enhance consumer experiences in the retail and consumer service sectors.

Similar Posts