04/03/2024
4 Ways Walmart Connect Will Evolve in 2024
Walmart plans to automate and scale its advertising suite, explore new offsite frontiers including inside stores, improve targeting and full-funnel measurement, and expand creative capabilities.
4) Expand creative capabilities
This year, Walmart is expanding its managed- and self-serve solutions to support advertisers with more creative capabilities, including:
- More ways to get in front of customers. Additional integrated marketing solutions to help activate the moments that matter most in a customer’s shopping journey, such as more onsite and in-store placements like seasonal programs and single-supplier-led store events.
- More Brand Shop capabilities. Walmart recently rolled out self-serve capabilities, and this year, will roll out video, new templates and expanded discoverability.
- Expanded solutions for ad creative. Later this year, partners will be able to plug into Walmart’s machine-learning-powered self-serve tool for building and optimizing ad creative, Creative Builder, through a Creative API. It’s also introducing performance reports for campaign creative.
“Delivering these solutions to our suppliers, sellers and partners will take our retail media offering to the next level this year – but more importantly, support them better as they navigate an increasingly complex marketing landscape,” Lehrfeld wrote.