P&G and J&J Tap Into Social Commerce Ads Via Walmart Connect
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.
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.
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.
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."