Motor Oil Brand Puts the Pedal to the Metal with Display & CTV

A well-known motor oil brand wanted to attract Walmart customers as they hit the road on family vacations and other highway explorations during the peak “Summer Driving” season.

The company looked to test new formats and channels that would help enhance existing campaigns and increase sales at Walmart.

The advertiser worked with Walmart Connect to launch CTV video ads alongside existing Walmart Onsite and Offsite Display campaigns.

This approach helped the advertiser drive audiences down the funnel toward purchasing decisions, while also picking up new-to-brand customers along the way.

In 2023, a motor oil brand wanted to broaden its advertising approach to reach new audiences as they prepped for summer road trips and researched related products.

Walmart Connect recommended CTV video ads for delivering high-level brand messaging to audiences as they streamed their favorite shows. These upper-funnel ads were run in pace with existing onsite and offsite tactics to help route audiences, new and old, toward a buying decision.

The tactics

Campaign tactics started broad with CTV, focusing on upper-funnel awareness, while onsite and offsite display campaigns used more precise targeting. Layering CTV with Walmart Onsite and Offsite Display helped compound positive performance against key metrics, such as ROAS.

Source: *Walmart first party data, May 1-Oct. 15, 2022; *Walmart first party data, May 1-Oct. 15, 2023 vs. Jan. 15- Sep. 30, 2022; *Walmart first party data, May 1-Oct. 15, 2023.

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