Walmart Connect is excited to introduce two brand new predictive targeting options for Display Self-serve, now available within the custom audience builder. We spoke with our internal experts at Tinuiti to gain a deeper understanding of the potential impact of these two new features for brands advertising on Walmart.
Walmart Connect Launches Predictive Targeting
In 2021, Walmart’s media management arm, Walmart Media Group, rebranded as Walmart Connect to reflect Walmart’s investment in becoming one of the world’s leading omnichannel advertising businesses.
With this rebrand came a host of changes focused on growing Walmart’s holistic digital offerings and providing more tools and opportunities for sellers of all levels “to accelerate their connection to customers in a closed-loop, omnichannel environment”.
Recently, Walmart Connect introduced two new capabilities for predictive targeting including Brand Affinity and Item Propensity.
The latest features allow advertisers to target specific predictive segments that align with their Walmart Onsite Display campaigns, empowering brands to achieve their primary business objectives including but not limited to reaching new buyers and enhancing conversions.
According to our experts, with these powerful predictive targeting options, advertisers can tailor their advertising strategies more effectively, connecting with the right audience at the right time to maximize the impact of their ad campaigns.
Here’s a closer look at predictive targeting and how it works:
According to Walmart:
Our platform uses Walmart proprietary omnichannel purchase data and machine learning to build audience segments based on predicted future purchase behaviors:
- Brand affinity segments are loyal to your brand, to category competitors, or not committed to any specific brand.
- Item propensity segments may be likely to buy your items, or items in relevant categories, during the campaign lifecycle.
“With the introduction of Walmart’s latest advancements in predictive Brand Affinity and Item Propensity targeting, sellers now have the advantage of utilizing additional tools to ensure their brand’s messaging effectively reaches the right buyers at the right moment. This empowers sellers of all sizes to enhance performance, protect brand equity and grow their customer base.”
– Stuart Clay, Director, Marketplace Strategic Services at Tinuiti
Why sell and advertise on Walmart’s marketplace?
Even before the expansion of Walmart Connect, Walmart.com had come a long way in terms of marketplace capabilities, including the types of targeting, ad types, reporting, and the platform’s overall sophistication.
“Walmart has always connected customers and the great brands they love, and now we have the ability to offer an easy-to-use platform to enhance those connections at scale. We’ve built a substantial business that can serve clients in a way no one else can – as a closed-loop omnichannel media company. By expanding our offerings we’re creating measurable value for our partners and customers alike in our ecosystem and beyond.”
– Janey Whiteside, Chief Customer Officer, Walmart
Now more than ever, Walmart presents a viable and promising opportunity for brands to expand beyond Amazon. To learn more, check out, “The Ultimate Walmart Marketplace Guide”.