Walmart releases 2022 advertising business plan! Aims to become one of the top ten advertising platforms in the United States

It is learned that recently, Walmart outlined its plans for the Walmart Connect advertising business starting in 2022 in a blog post, including focusing on creating high-quality advertising experiences to attract more advertisers and brands.

In its 2022 plans, Walmart plans to further refine its technology stack while diversifying the types of ads that can be served on its online platforms and in stores, particularly in video.

Walmart said it will begin testing live video ads on Walmart.com later in 2022. The information suggests that Walmart is trying to win over more advertisers and premium brands, while also reflecting that sponsored products and display ads may be approaching saturation.

As it attracts more brands, Walmart will continue to emphasize automation, which can make it easier to launch and manage ad campaigns. Walmart said that about half of Walmart's ad sales in the fourth quarter came from automated channels. In 2021, Walmart Connect's advertising customer base grew 136% year-over-year.

Walmart also recently opened a self-service portal for display advertising for partner advertisers, a sign of the maturation of digital platforms that are trying to reach brands of all budgets.

Walmart is also expanding the availability of the Walmart Demand-Side Platform (DSP), an ad automation solution developed with the help of ad tech partner The Trade Desk. Walmart DSP was announced last August and began its first pilots in October.

Walmart is rapidly expanding its advertising business, which attracted a large amount of revenue for the company last year but also faces tougher competition.

Walmart reported revenue of $2.1 billion from its advertising unit, Walmart Connect, for the first time last quarter , outpacing rivals in traditional retail. But the numbers are small compared with heavyweights in digital advertising like Amazon, which brought in more than $30 billion from ad sales in 2021.

Walmart has said its goal is to eventually become a top 10 advertising platform.

Editor ✎ Xiao Zhu/

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