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VENDO - Amazon & Walmart Growth Experts
The Walmart Sponsored Ad Revolution - VENDO Podcast Ep. 109
Mar 27, 2023
Delaney Nicol, Lead Amazon Account Manager, and Michelle Long, Walmart Media Buying Lead, discuss the impact of sponsored brands, videos, and brand stores on Walmart's advertising landscape. They cover topics such as new Walmart updates, CPCs for sponsored brands, self-managed brand stores, sponsored videos, variant bidding, Subscribe & Save, display self-serve, and the importance of Walmart reviews. Tune in to learn more about optimizing your online Amazon and Walmart businesses.
27:34
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Quick takeaways
- Sponsored brands on Walmart, previously known as search brand amplifiers, now offer new-to-brand metrics, indicating the percentage of customers who are new to a brand and the potential for driving new customer acquisition through sponsored brand campaigns.
- Walmart is introducing a subscription program called Subscribe & Save to drive customer loyalty and repeat purchases, similar to Amazon, and is also improving variant targeting and display advertising options for sellers to optimize conversion rates.
Deep dives
Updates in Walmart Advertising
Walmart advertising has been rapidly expanding and introducing new updates. The focus is on improving Walmart Connect's capabilities to provide more robust targeting options, similar to Amazon. Updates have included rebranding, new campaigns, and improved metrics for sponsored brands, self-managed brand stores, and video ads. These updates aim to give brands more control and better conversion rates on Walmart.com.
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