P&G and J&J Tap Into Social Commerce Ads Via Walmart Connect
Walmart Connect is expanding its capabilities, forming partnerships with various social channels and tech companies to allow advertisers to better utilize social media, entertainment, t-commerce, and live streaming via new ad formats. Brands such as Procter & Gamble (P&G), Johnson & Johnson (J&J), and Samsung have signed on.
“Consumers who turned to online shopping during the pandemic have chosen to stay there, with those returning to in-store relying on online research to guide their decisions,” Seth Dallaire, executive vice president and chief revenue officer.” Walmart U.S consumers realized the importance of “connection” and were forced to adapt and connect in new ways including social feeds, live streaming, mobile and more, specifically across video and connected TV.”
[Read more: Walmart Doubles Down on Data Monetization and Retail Media, Battles Inflation]
Expanded offerings will allow Walmart advertisers to connect with consumers wherever and whenever they shop. Here’s a look at Walmart Connect’s new innovation partners:
TikTok
This pilot will allow advertisers to tap into in-feed ads on TikTok, using the platform’s sound-on full-screen video format in combination with Walmart Connect’s targeting and measurement. According to TikTok, more than 50% of users say they watch ads on their feeds instead of scrolling past them.
Snap Inc
CG brands looking to advertise will be able to purchase ad units through Walmart Connect to display via Snapchat. They will have the option of leveraging Snap Ads, Collection Ads, or Snap AR with geo-based measurement of omnichannel sales lift.
Firework
This new partnership will allow brands to leverage video experiences such as shoppable livestreams and short shoppable videos on Walmart.com/live. Walmart Connect is still testing how brands will be able to create mobile-first experiences, but companies such as J&J and P&G are already utilizing the technology.
TalkShopLive
P&G, J&J, and Samsung have already executed livestreams using Walmart Connect’s new relationship with TalkShopLive. This capability also allows supplier-funded shoppable livestreams on Walmat.com/live, as well as brand and publisher sites and across the web, using the tech partner’s embeddable video player.
Roku
Walmart Connect is looking to make TV streaming the next e-commerce shopping destination, kicking things off with a partnership with Roku. Brands with products fulfilled by Walmart will be able to sell directly on Roku.
These partnerships follow Walmart Connect’s next phase of its Partner Program strategy to “create a robust, diverse ecosystem that will expand advertiser support, increase services, and deliver access anywhere advertisers need to have it.
[Read more: Walmart Connect Expands Its Off-Site Media Offerings]
“Walmart Connect is committed to improving and innovating new ways for suppliers and sellers to connect with customers throughout the shopper journey by creating a multilateral culture of experimentation,” said Dallaire.
During Groceryshop, being held in Las Vegas, CEO John Furner said "in the case of our advertising business or data business or go local, those are service areas that we use to take care of the Walmart store and online e-commerce business, but they're also available to others. Collectively, this increases the frequency of delivery and delivery helps the economic outlook for all of us."
