Walmart Strengthens its Ad Platform with Omnichannel Analytics

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Walmart Media Group announced its omnichannel analytics offering for advertisers.

Image credit: Walmart Media Group

Walmart launched its campaign performance dashboard for advertisers recently. It is on-demand access to omnichannel reporting for all of Walmart’s displays and sponsored product campaigns. At the moment, Walmart is now the largest omnichannel retailer across the US. With this omnichannel analytics, Walmart advertisers can now connect with their customers to their digital properties. 

Walmart’s self-serve ad platform was launched early this year and it gave advertisers access to real-time data on their ad performance. Walmart’s updates for its ad platform is very similar to the offers of Google Analytics. Customers these days want omnichannel integration, they expect for their order history and customer profile to follow them whatever platform they are. Walmart’s efforts are focus on omnichannel integration. 

The company has allotted $1.2 billion to improve its integration system focusing on omnichannel shopping. CEO Doug McMillion said that they are the first company to deliver a seamless shopping experience at a larger scale. He also shared that shoppers will have a better experience as they check out using their mobile devices (online) or when they are at a physical store purchasing what they need. 

Introducing the performance dashboard 

 Before the launch, Walmart piloted the Performance Dashboard to a dozen of its major marketers such as Procter & Gamble, Clorox, Mondelez, Nestle Purina, and more. The Director of Commerce Sales at Nestle Purina from North America, James Kristof shared that the new tool provided them with relevant data to help with their campaigns. 

The performance dashboard capitalizes on the strengths of Walmart, which is its omnichannel retail. Walmart is still the reigning giant when it comes to the brick-and-mortar industry as about 90% of all US households shop at Walmart’s physical stores. While Amazon is a giant in its own rights, it hasn’t been able to have the same retail presence.

There are two separate dashboards – for the display advertising campaign and for the sponsored product campaign. Each of the hubs has a specific function and distinction. The Performance Dashboard is accessible via Walmart’s new Ad Center, it’s an all-in-one center for ad managers to check and manage all their campaigns. 

What does this mean for you?

Walmart’s enhanced ad marketplace gives advertisers more options and control over their ad campaigns. With the available metrics and analytics, they are also given more transparency. Targeting has also been improved so as to reach a more specific audience. 

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