Walmart Renames Media Business, Puts Focus on Building Omnichannel Experiences

Walmart is expanding and revamping its media business, with a new name and a greater emphasis on in-store omnichannel experiences. Walmart Connect, formerly known as Walmart Media Group, will work to create ways for the retailer’s brand partners to connect with shoppers no matter how they choose to shop.

Walmart Connect will focus on three strategic areas, with the goal of becoming one of the top 10 advertising platforms in the U.S. over the next five years:

  • Introducing innovative in-store experiences: Walmart Connect will launch omni capabilities, including media activations on in-store TV walls and self-checkout screens, with nearly 170,000 digital screens across 4,500+ stores. Many brand messages can be delivered with date, time and geographic specificity.
  • Growing offerings across Walmart’s digital properties: The business will utilize, pickup and delivery and the Walmart App to offer holistic campaigns, including search and display media, across the digital shopper experience. Over the past fiscal year, this part of the business doubled in revenue, and more than doubled the number of advertisers participating.
  • Expanding offsite media opportunities at scale: Walmart Connect will leverage its first-party shopper data to drive media performance for sellers outside of Walmart’s proprietary sites. Walmart has entered a partnership with The Trade Desk to launch a demand-side platform for suppliers and their media and ad agencies in time for the 2021 holiday season.

“It’s exciting to see our strategy come together in a way that drives growth for our business, creates value for our partners and, most importantly, creates a better, more comprehensive shopping experience for our customers,” said Janey Whiteside, Chief Customer Officer at Walmart in a statement.


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