As one of the largest retailers in the world, Walmart has emerged as a powerful player in the digital advertising space. With its expansive online and in-store reach, the company offers a unique platform for brands to promote their products to millions of shoppers daily. Whether you’re a seasoned marketing professional or a small business just getting started, understanding the different types of Walmart ads can help you build a strategic and effective advertising plan.
In this guide, we’ll break down the various advertising formats Walmart offers through its advertising arm, Walmart Connect. Each type is tailored to target specific parts of the consumer journey and maximize visibility both online and offline.
1. Sponsored Products
Sponsored Products are advertisements that appear within Walmart’s search results and on product detail pages. These are designed to boost visibility for items relevant to a shopper’s search query. Since they’re keyword-targeted, they can help drive traffic to your product pages and increase conversions.
- Placement: Search results, product detail pages
- Targeting: Keyword-based, manual or automatic targeting
- Goal: Drive sales with high-intent shoppers
2. Sponsored Brands
Formerly known as “Search Brand Amplifier,” Sponsored Brands allow advertisers to showcase multiple products or highlight their brand at the top of search results. These ad types are perfect for increasing brand awareness and gaining shelf space in a crowded marketplace.
- Placement: Top of search results
- Targeting: Keyword-based
- Goal: Build brand recognition and boost traffic to a brand-specific page
3. Display Ads
Walmart Display Ads are versatile visual banners that appear across Walmart’s digital ecosystem, including Walmart.com, the Walmart app, and third-party websites. They offer both offsite and onsite targeting options and can be personalized based on shopper behavior.
- Placement: Walmart digital platforms, partner sites
- Targeting: Behavioral, contextual, and retargeting
- Goal: Increase awareness and drive purchase consideration
4. In-Store Ads (Retail Media)
Although digital ads get a lot of attention, Walmart’s in-store ad placements are equally powerful. These include TV walls, self-checkout screens, and demo stations. Walmart leverages real-world traffic and data to customize in-store promotions based on geographic and demographic insights.
- Placement: Physical stores, smart screens
- Targeting: Location-based demographics
- Goal: Encourage point-of-sale conversions
5. Connected TV (CTV) Ads
One of Walmart’s newest formats, CTV Ads allow brands to serve commercials on streaming TV platforms that Walmart has partnered with. These ads target audiences based on Walmart shopping behavior, providing one-of-a-kind insight into buyer intent.
- Placement: Smart TVs, streaming services
- Targeting: Behavioral, demographic, household-level targeting
- Goal: Expand brand influence through high-engagement video content
6. Walmart DSP (Demand Side Platform)
Walmart’s DSP offers programmatic buying capabilities across both Walmart’s owned and offsite inventory. This platform allows advertisers to reach customers throughout their digital journeys, beyond Walmart.com. With rich first-party data, brands can fine-tune their audience targeting more precisely than most retail ad networks.
- Placement: Onsite and offsite
- Targeting: Behavioral data, shopping patterns, location
- Goal: Drive awareness and loyalty across digital touchpoints
Making the Most of Walmart Advertising
Choosing the right Walmart ad format depends on your objectives. If you’re aiming for immediate conversions, Sponsored Products are your go-to. If your goal is growing brand awareness, Display and CTV Ads might be more appropriate. Blending different formats typically delivers the best results by engaging customers at every stage of their buying journey.
Walmart continues to expand its ad offerings and improve performance with insights drawn from both online and in-store customer data. It’s an exciting time for advertisers seeking to blend data-driven targeting with real-world influence. By understanding the types of Walmart ads available, brands can stay ahead of the competition and create winning campaigns that resonate with today’s shoppers.