The results show high returns and a lot of value for our suppliers.
According to Lauren Lavin, Executive Director of NA Commerce at WPP Media, bringing together CTV and Sponsored Search creates a powerful, full-funnel engine, transforming consumer attention into measurable action and driving business outcomes. She also noted that it maximizes the efficiency of their clients’ media investments while delivering a more seamless and connected path to purchase.
Consumer brands know that the health and growth of their business depend on continuously winning new customers while keeping the customers they already have.
To reach both groups, we often recommend this unique advertising duo: CTV ads, to meet a broad range of customers and send them to Walmart to learn more; and Sponsored Search ads to convert them once they arrive.
The WPP Media data shows that CTV ads alone were effective at converting new and existing customers. But the real magic happened when these ads were paired with Sponsored Search ads.
How pairing CTV ads with Sponsored Search ads moves Walmart customers from couch to cart
Gone are the days when audiences watched TV passively. Now, the moment an ad piques their interest in a product, brand or promotion, many of our customers are on our site and app to find out more: See it. Search it. Snag it.
This is how consumer behavior and Walmart's capabilities come together
- Multi-screen multitasking
While actively viewing CTV content, 75% of surveyed Walmart customers said they may also check text or voicemail messages, and 71% may check email.2 This behavior highlights a common trend: customers often scroll their phones while watching TV, creating a natural opportunity to explore ads that capture their attention. Consumers watch TV and scroll through their phones simultaneously, making it easy for them to investigate ads that resonate.
- From interest to action
When an ad captures attention, many customers visit Walmart’s site or app right away to learn more, demonstrating a quick transition from viewing to searching. Walmart makes it easy for customers to leap from inspiration to purchase: they can buy the product at their local store or buy online and, for the vast majority of U.S. households, get their order as soon as the same day.
- Connected shopping journey
This combination creates a seamless experience that moves customers from discovery to purchase. They see a product on TV, search for it online and make the purchase. Walmart’s first-party data helps you reach the right audience, whether those are customers who already buy your brand, are new to it or fall somewhere in between.
Your CTV ad triggers searches, more searches help your brand appear in more search results, which leads to more conversions and more measurable impact for your brand.
