Walmart rolls out Online Pickup & Delivery ads to self-service model
On March 1, 2021, Walmart Connect will introduce Online Pickup & Delivery (OPD) self-serve for all advertisers through its existing Walmart Performance Ads tool. The change is a part of Walmart’s continually developing omnichannel strategy and enables advertisers with smaller budgets to more fully utilize the company’s advertising ecosystem. The move will help Walmart better position itself against Amazon, Google, and Facebook.
Previously, OPD ads were purchased as part of a managed service buy. The high minimum investments were not easily accessible to all brands. Advertisers will no longer need to choose whether their ads serve on Walmart.com or on pickup & delivery. Search ads will automatically serve in the most relevant placements across the entire platform. This also leads to the combination of reporting across all Walmart platforms. Sponsored Products will also cease to be available through Walmart Connect. Brands looking to increase visibility across search must buy through partner ad technology vendors, like Pacvue, OneStone’s advertising technology partner.
Walmart is continuing an expansion of its media network as it looks to transform Walmart Connect into, according to the company, a “top ten advertising platform.” With Walmart no longer distinguishing Walmart.com and OPD as distinct platforms, ads will be shown to the most relevant consumer on Walmart.com.
Walmart’s new offerings give advertisers increased flexibility in managing their digital marketing efforts while avoiding the high barrier to entry of costly custom campaigns. Digital ad spending in the US retail industry is expected to grow by an incredible 25.7% in 2021, according to eMarketer. “We are incredibly excited that we will be getting access to OPD ads as more consumers are shifting to online grocery,” says Jacob Snelson, VP of Marketing at OneStone. “By offering this capability to our clients, as an approved Walmart agency for Pacvue, we will be able to offer more insights, to lower costs, and to increase sales.”
With this change, all retail media (Amazon and Walmart) will now follow the same attribution models, making it easier to build customer acquisition plans and to compare platforms. Walmart is changing their sales attribution models to 14-day click last click attribution vs 1 day view 3 day click. “Walmart Connect continues to strengthen its media offerings, and enhancing self-serve ad inventory with Online Pickup & Delivery demonstrates the profound shift in consumer behavior that marketers need to take advantage of,” says Melissa Burdick, President of Pacvue. “CPG advertisers will be able to unlock additional value with OPD through Pacvue and alongside our partners, including OneStone.”
OneStone is uniquely positioned to provide clients with world class optimization tools and profitability with our ad tech leader, Pacvue. OneStone, along with Amazon and Walmart, also supports ad buys on Target.com, Instacart, Amazon DSP, Walmart Canada, Costco, Kroger, and managed service buys through all top retailers. For more information about OneStone’s full-service ecommerce capabilities, contact firstname.lastname@example.org