Live-Event Organizer Amplifies Campaign Performance Using Walmart’s First-Party Data
Walmart first-party data helped to enhance third-party targeting strategy
Challenge
Feld Entertainment, promoter of high-profile live entertainment events for families, was looking to enhance its offsite media strategy with new partners and platforms to expand campaign reach with core demographics.
Solution
Feld and iProspect, a Walmart Connect Partner Network Agency Partner, added Walmart’s robust first-party data to Offsite Display campaigns running through The Trade Desk to complement third-party audience targeting already in place.
Strategy
Testing the combined power of first- and third-party audiences
Walmart Connect and The Trade Desk together strengthened targeting potential
Despite not selling goods in Walmart stores, Feld and iProspect recognized the opportunity to use Walmart’s robust first-party data to effectively reach the brand’s desired audiences covering households with children from preschoolers to young teens. At the same time that Feld and iProspect ran campaigns through Walmart DSP, the duo also ran identical ad creative through The Trade Desk to compare the performance of the two platform’s different audience targeting capabilities.
Feld was eager to test this new strategy. When Walmart DSP opened to live-event campaigns, Feld worked with Agency Partner iProspect, that recommended using Walmart first-party audience targeting.
Campaign tactics
When running Offsite Display campaigns through Walmart DSP, Feld and iProspect tapped into channel-specific creative assets, using them to target key buyer and persona audiences. In addition to these segments, the advertiser layered on criteria such as parental stage.
To prevent any duplication and control frequency for their campaigns, Feld excluded retargeting and past purchaser audiences. Walmart Buyer audiences selected for targeting included groceries, toys, arts and crafts and alcohol. Persona audiences included Busy Families, New Parents, Female Fashionista & Beauty and Everyday Savings.
Walmart Buyer audience
- Groceries
- Arts and Crafts
- Toys
- Alcohol
Walmart Persona audience
- Busy families
- New parents
- Everyday savings
- Female Fashionista & Beauty
Big Wins
The advertiser saw significant increases in ROAS and decreases in cost per acquisition.
Walmart audience performance vs. The Trade Desk only audiences2
Sources: Walmart first-party data, Oct. 2023-July 2024. Walmart audience performance data vs. The Trade Desk only; data provided by Feld, Oct.–Dec. 2023, May-July 2024. No endorsement of third-party data. These materials are provided pursuant to the parties' confidentiality agreement and are considered Walmart confidential and proprietary information and may not be disclosed or further distributed without Walmart's express consent. Past results do not guarantee future performance.
"By tapping into the Walmart Connect DSP, Feld Entertainment and iProspect have unlocked a new level of performance for our campaigns. We're excited to see what we can achieve together."
Key takeaways
Amplifying with First-Party Data
Live-event advertisers can win big by amplifying their existing campaigns with Walmart’s robust first-party data.
Precise Targeting
The precise targeting tactics available through Walmart’s first-party data can help brands to hyperfocus on key demographics and personas.
Sophisticated Audience Strategy
A sophisticated audience strategy can help ensure your brand reaches the right customers at the right time and place, while not duplicating audiences from third-party targeting approaches.
Improving ROAS and CPA
This approach can help advertisers drastically improve ROAS and CPA across their campaigns.
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