Walmart Connect brings closed-loop measurement to Spotify advertising

A customer might listen to a podcast on their morning commute, stream music during the workday and watch videos at night. Each moment gives brands an opportunity to connect. But reaching customers across these experiences is one thing; understanding how they influence what customers ultimately buy is another.

Through an expanded partnership with Spotify, Walmart Connect is bringing Walmart audiences and closed-loop measurement to Spotify advertising, helping brands connect moments of discovery to measurable sales at Walmart.

With Walmart DSP, advertisers can reach Walmart audiences across Spotify's audio, video and display formats, whether customers are listening with their screens off or actively engaging with content. Advertisers can use the same workflows they already rely on for offsite campaigns, making it easier to extend their reach across Spotify. But while impressions and engagement can show how customers interact with advertising, they don't always tell the full story of how those investments influence purchases. Digital audio, in particular, has traditionally been difficult to measure.

With Walmart Connect's closed-loop measurement, advertisers can connect Spotify campaign activity to sales at Walmart through metrics such as attributed sales, new-to-brand buyers and return on ad spend. These insights can help advertisers make more informed decisions, optimize future campaigns and better demonstrate the value of media that builds awareness and consideration.

Our expanded partnership with Spotify is another step toward a more connected commerce media ecosystem, bringing audiences, activation and measurement together to help advertisers make more informed decisions and get more from their media investments.

Learn more about our offsite media solutions or contact your Walmart Connect representative to get started.