How we’re bringing the power of Walmart Connect to TikTok
January 31, 2024

Maximizing the impact of each advertising dollar is crucial in today’s fast-changing marketing environment. As the funnel has become linear and purchase is no longer the end point but the start of an ongoing relationship with the customer, the way to reach new customers and engage with them has changed the way we strategize media campaigns for our advertisers.

We are excited to announce the expansion of our first-to-market pilot with TikTok to include all Managed Serve advertisers. This follows the roll-out of our Innovation Partner Program - now called the Walmart Connect Partner Lab - where we initially tested the unique partnership between TikTok and Walmart Connect to deliver in-feed ads on TikTok. This successful collaboration has driven consumer engagement by fostering discovery and shared experiences. Over the course of the pilot, results have shown that we've generated engagement rates that are 2x higher compared to TikTok benchmarks1, and we've seen a 3.5x increase in attributed ROAS.2 Now, all Managed Serve advertisers can take advantage of this opportunity to serve in-feed ads on TikTok, capitalizing on the immersive full-screen video format with sound-on of TikTok, and the precise targeting and measurement capabilities of Walmart Connect.

Enhanced Demographics and Scalability:

TikTok has proven to be a powerful platform in inspiring consumer action. In fact, 79% of users believe that TikTok inspires them to buy or try new products.3 This integration allows advertisers to leverage Walmart's first-party data to connect with potential customers authentically. By tapping into TikTok's in-feed, native video ad formats alongside Walmart's brand equity, there is an opportunity for advertisers to increase engagement rates.

tiktok ad

Growing User Base:

One of the key benefits of connecting with your audiences through TikTok is the opportunity to grow your user base. With TikTok's under-penetrated Gen Z and Millennial demographics, advertisers can build a robust social retail strategy that targets these consumers. This, combined with Walmart Connect's proprietary first-party data, allows for effective targeting and reaching the right audience.

Exclusive Sales Measurement Data:

Measuring the impact of advertising campaigns is essential for optimizing strategies and driving ROI. Through our partnership with TikTok, Walmart Connect offers advertisers access to exclusive sales measurement data. This data includes valuable insights such as sales, transactions, revenue, and ROAS. By gaining campaign insights powered exclusively through this partnership, advertisers can make data-driven decisions and effectively measure the success of their campaigns.

The TikTok integration with Walmart Connect opens exciting possibilities for advertisers. With the ability to boost engagement, tap into under-penetrated demographics, and access exclusive sales measurement data, this partnership offers a unique opportunity to connect with potential customers and help increase sales. To learn more about this integration and how it can benefit your brand, read our two-sheeter or contact us today. Together, let's create meaningful connections.


1Tik Tok first-party data, November 2022 - July 2023

2Walmart first-party data, November 2022 - July 2023

3Tik Tok Made me “Blank” It Research 2022, conducted by MarketCast

No Endorsement of 3rd party data sources.



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