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.