Walmart Connect Pitches Brands Directly With Holiday Lift Studies

· Retail & E-commerce · United States

Ahead of the holiday shopping season, Walmart's advertising arm, Walmart Connect, has begun approaching brand clients directly with on-site brand lift studies. Three agency executives told Digiday that multiple clients had been approached, though they declined to name them. The direct outreach marks a push by the retailer's media business to win holiday ad deals and to demonstrate measurable impact from advertising on Walmart's properties. For brands and agencies, the pitch puts pressure on traditional agency relationships as retailers sell media more aggressively. Walmart Connect did not disclose the scope of the program or its expected spending.

Why it matters：Retail media is becoming a core profit engine, and retailers selling ad effectiveness directly to brands could shift how agencies fit into holiday planning.

Key points

  • Walmart Connect is offering on-site brand lift studies to brand clients.
  • Three agency executives said multiple clients were approached.

Sources (original reporting)

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