Walmart promotes its Retail Media area

The Walmart Retail Media Division, Walmart Connecthas reached a strategic agreement with TikTok, Snap and Roku with the aim of measuring the influence on sales of social networks and the advertising on connected television (CTV).

It’s a statement, Seth Dallaire, chief revenue officer of Walmartexplained that the American supermarket chain is working with TikTok, Snap and Roku “to help you with audience segmentation and post-exposure measurement.

Precisely, the intention of the retailer is to later offer the data on the influence of these platforms on its sales to a select number of brands, among which are Johnson & Johnson, Procter & Gamble, L’Oréal and Samsung.

It is a service that will be offered in a managed way –not through your Walmart Connect self-service advertising platform-, and which will also help firms to buy ad space on these three platforms.

In addition, brands will be able to use the retailer’s audience data for campaign segmentation on TikTok, Snapchat and Roku.

Live shopping experience

At the same time, the supermarket chain is working with two live video platforms, TalkShopLive and Fireworkto add a space on its website that allows users to buy products through a ‘live shopping’ experience.

The company plans to test this project for the next Christmas campaign.

15% more investment in 2022

Walmart is among the leading Retail Media companies. According to GroupM latest forecaststhe Retail Media will reach an investment of 101,000 million dollars (103,404 million euros) globally this year15% more than the 88,000 million dollars (90,076 million euros) registered last year.

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This volume of investment represents the 18% of the total budget allocated to digital advertising and a 11% of total ad spend globally. Or the equivalent of 1.8% of global ecommerce gross merchandise volume (GMV).

In the next five years, they estimate that advertising investment in Retail Media will exceed 160,000 million dollars (163,825 million euros), which represents a 60% growth rate.

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