Walmart Expands Sponsored Search to Include Videos

Walmart is expanding its Sponsored Search solutions with the introduction of Sponsored Videos. Sponsored Videos represent the first video ad unit on Walmart's website and app, aiming to capture customer attention through visual storytelling, including sight, sound, and motion.

In the announcement on Walmart Connect, the retailer noted that approximately 51% of surveyed Walmart customers discovered new products once a month or less through online search results. Additionally, 75% of respondents said they shop on Walmart's online platform to compare items and products, and 45% browse product details to learn about new products.

The short, keyword-targeted video ads are designed to promote a single product within relevant Search In-grid results. Customers can click anywhere on the video to be directed to the item's page for further information or utilize the direct add-to-cart button for a seamless purchasing experience.

Now that Walmart offers sponsored videos, brands can get more mileage for video campaigns, which can be reapplied from Amazon and Instacart, where sponsored videos have already been a capability CPG brands are utilizing.

Sponsored Videos are accessible to all Walmart suppliers and Walmart Marketplace sellers who are brand owners registered with the Walmart Brand Portal. Advertisers can upload 16:9 videos and manage campaigns through the Walmart Ad Center.

Measurement for Sponsored Videos includes standard Sponsored Search metrics and video engagement metrics like view-through rate (VTR), viewable click-through rate (vCTR), and view-based attributed sales metrics. This enables advertisers to assess the impact of their Sponsored Videos on product sales.

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