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Here for you: How Walmart Media Group is serving its advertisers during COVID-19
Walmart has moved quickly to meet the needs of customers during the COVID-19 pandemic, and customers are responding. Walmart’s Q1 comparable store sales increased by 10% and the online sales rose 74% as customers shopped our site and app for groceries, health-and-wellness products, general merchandise, and opted for Walmart’s expanded no-contact home delivery and store pickup services.
In the same spirit, Walmart Media Group is moving quickly to be there for its advertisers to help them understand and meet the dramatically changing needs and shopping behaviors of our customers both online and in-store during this pandemic. Here’s how we’re navigating the "now" and embracing the "new normal" with and for our advertising partners:
1. We’re sticking to our mission.
Walmart Media Group exists to "enable brands to reach customers at the right time and place delivering highly relevant content and accountable advertising that enhances the Walmart shopping journey." We are focused on our responsibility to build partnerships brands trust and partner with our advertisers to better serve our customers and communities.
2. We’re communicating transparently, accurately and quickly.
As a media company, it is incumbent upon Walmart Media Group to stay ahead of the rapidly changing customer behaviors, channel trends and brand reactions. This sometimes means making decisions critical to the success of the business and our clients in a matter of hours — or even minutes. When this happens, we work with our advertising partners in an equally timely manner to ensure they are abreast of the latest changes and our mutual customers have a seamless experience shopping with Walmart.
3. We’re leading with empathy and humanity.
Since the U.S. coronavirus outbreak began in mid-March, Walmart has led several relief efforts to support those the most in need. We understand this is a trying time for many American families. Our advertising partners, too, understandably want to be sensitive and authentic, while connecting effectively with customers. Walmart Media Group is committed to establishing and following Walmart advertising best practices to spark joy and comfort in our customers’ lives during this challenging time.
4. We’re developing strategic and timely opportunities for our advertisers.
Traditional special occasions and seasonal milestones look different this year, but Walmart customers still want to commemorate them. So, Walmart Media Group is finding opportunities for its advertisers to reach customers planning for the gradual return of more-normal life, including back-to-school, back-to-college and Halloween. With 90% of America shopping at Walmart every year, no other retailer knows the American household like we do; enabling our advertising partners to connect with millions of American families that rely on us for their daily needs.
5. We’re innovating and improving our digital advertising solutions.
In June, Walmart Media Group will introduce new category and keyword-targeting options — including negative keywords and expanded match types — for Walmart’s Search Brand Amplifier, a premium Search ad. Earlier this year, we launched Walmart Advertising Partners, which lets advertisers launch and manage campaigns through their choice of AdTech platforms.
Contact Walmart Media Group for more information on connecting with Walmart customers.