In this session, we partnered with DataHawk, an eCommerce analytics platform, to discuss new updates coming to Walmart Connect, how to structure your strategy using Share of Voice tools, and the ways to create an insights-based strategy with Walmart Advanced Insights.

1. Walmarts Omni
Channel
Opportunities
Creating an Insights-based Ad
Strategy

2. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
by Friday
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
STUART CLAY
Associate Director of
Marketplace Strategic Services
PRATEEK HARALALKA
Head of Customer Success

6. Agenda
● The Industry & Walmart Connect
● Walmart Connect’s Unique Value Prop
● Structuring Strategy w/ Share of Voice
● What’s New & What’s To Come With
Walmart Advanced Insights
6

7. Are you actively leveraging SOV
(share of voice) in your current ad
strategies and goals?
● Yes
● I am somewhat and could be more
● No
POLL

8. The Industry & Walmart
Connect
8

9. 9
Leveraging new opportunities in the industry
SPONSORED
PRODUCTS
SEARCH
BRAND
AMPLIFIERS
ONSITE
DISPLAY
OFFSITE
DISPLAY
IN STORE
Why?
• Deprecation of cookies
• Access to retail specific Targeting & Attribution data
• Retailers want control and new revenue streams
• The emergence of omni-channel opportunities
• Transitioning of shopper trends
Brands increasingly shift budgets from
established ad platforms to Retail Media
Linear
TV

10. 10
Walmart Connect Transitioning to Scale
IN STORE
ONSITE
DISPLAY
OFFSITE
DISPLAY SEARCH
BRAND
AMPLIFIERS
SPONSORED
PRODUCTS
Ecommerce Evolution
• Transition to self-serve for scale
• Advancements in ad offerings
• Roadmap set to improve
performance and experience

11. What we’re excited about…
Walmart Search
● Suggested Bids
● Custom Reporting
● Forward looking roadmap
The Trade Desk
Partnership
● Offer off-site ads across TTD’s
network
● Leverage Walmart’s retailer level
data
● Tinuiti actively participating in
closed beta
Self-Serve Display
Offering
● Walmart officially released this
offering in early Feb
● Gated participation currently
11

12. 12
Reach, Performance and Ad Types continue to expand
SPONSORED
PRODUCTS
SEARCH
BRAND
AMPLIFIERS
ONSITE
DISPLAY
Walmart spend growth
picks up steam as
advertisers pushed to
reach holiday shoppers
Manual campaign
spend share continues
to grow for Walmart
Sponsored Products Search Brand Amplifier accounts for
7% of Walmart search spend in Q4 2021

13. Leveraging Walmart’s
Unique Value Proposition
13

14. Differentiators that Drive Performance
● Largest omnichannel retailer in the US
● Over 4800 store locations
● 90% of the US lives within 10mi of a store
● ¼ of 2021 click and collect dollars went to Walmart
● Robust 1P data with closed loop reporting
● Self serve launch in 2019 – Early mover advantage
● Ecommerce accounts for only 12% of retail sales
● Expansive omni channel offering
● Limited optimization levers
● Large barrier to entry for Display packages
● Large number of purchases made with cash and/or
untrackable means
● Limited self-serve options currently
● Siloed access points for advertising opportunities
● Advertising API availability only for Search
● Headwinds like 1st
price auction & no negative
keywords
Differentiators Considerations
14

15. Aligning your goals with the appropriate funnel tactics
RETURN BASED
● Proof of performance
● Conversion focused
● Industry standard &
benchmarking
IN-STORE
ONSITE DISPLAY
OFFSITE DISPLAY
SEARCH BRAND AMPLIFIERS
SPONSORED PRODUCTS
15
CONSIDERATION &
INTENT
AWARENESS &
CONSIDERATION
SHARE of VOICE
● Understand competitive
landscape
● Track and gain market
share
● Promotes future growth

16. Structuring your Walmart
Strategy with Share of
Voice
16

17. Walmart Share of Voice Analysis
Protein Related Search Terms
7 Analyzed Keywords
● Meal replacement
● Nutrition Bar
● Nutrition Shake
● Nutritional Drink
● Protein bars
● Protein Drink
● Protein Shake

18. Organic Search Market Dynamics
Key Data on products which appeared organically on Page 1
Walmart Share of Voice Analysis
Protein Related Search Terms

19. Amazon Share of Voice Analysis
Protein Related Search Terms

20. Walmart Share of Voice Analysis
Protein Related Search Terms

21. Walmart Share of Voice Analysis
Protein Related Search Terms

22. Walmart Share of Voice Analysis
Protein Related Search Terms

23. Just Released for Walmart: Keyword Rank Tracking

24. Just Released for Walmart: BSR Browser

25. Just Released for Walmart: BSR Browser

26. Key Takeaways
● Industry trends are shifting and more and more ad dollars are being
allocated to Retail Media opportunities.
● Walmart is opening up additional self-serve opportunities leading to
a lower barrier of entry, more control for the seller and overall
improved ad experience and performance.
● Set yourself up for success by aligning your goals with Walmart’s full
funnel opportunities
● Leverage Share Of Voice insights to better understand product and
brand rankings across both organic and paid placements
● Much less competition compared to Amazon, and easier to rank on
Page 1
● Test & Learn - With all these new opportunities it will be essential to
test, learn and identify what is and isn’t working

27. Winning on Retail Media
today requires a whole lot
more than just advertising.
Schedule Your Consultation
with a Retail Media Expert

28. Q&A
STUART CLAY
Associate Director of
Marketplace Strategic Services
PRATEEK HARALALKA
Head of Customer Success

29. 29
Stay informed
on the future of
digital marketing
Visit our new content hub ➜

30. Thank you!

31. 2022 Amazon & Retail Media Virtual Summit
WEDNESDAY, FEBRUARY 16TH
How to Leverage the Latest Data Trends in Amazon Advertising
10AM PT | 1PM ET
The Most Pressing Amazon Operations Challenges — and How to
Address Them
10:35AM PT | 01:35PM ET
Using Market Share Data to Improve Your Amazon Sales
11:10AM PT | 02:10PM ET
Amazon as a Brand Building and Demand Gen Platform:
Emerging Trends in Amazon Posts, Stores, Video, and Streaming
11:45AM PT | 02:45PM ET
How to Successfully Forecast on Amazon — Even During Year
Three of Ecommerce Disruptions
12:20PM PT | 03:20PM ET
THURSDAY, FEBRUARY 17TH
The Time for Execution in Retail Media Is Now: Priorities for 2022
10AM PT | 1PM ET
Walmart’s Omni-Channel Opportunities: Creating an Insights-based
Ad Strategy
10:35 AM PT | 01:35 PM ET
Scaling Growth Across Digital Grocery Marketplaces
11:10AM PT | 02:10PM ET
Getting Your Products on (and then off) the Shelf: Working with
Brokers and Creating Winning Advertising
11:45AM PT | 02:45PM ET

32. We’re on a break!
We’re on a break!
Thanks for joining
the 2022 Amazon &
Retail Media
Virtual Summit!
We’ll be back at
11:10AM PT | 02:10PM ET