When Pacvue analyzed the annual return-on-ad-spend (ROAS) metrics of Amazon, Walmart, and Instacart in our Q4 2024 Retail Media Benchmark Report, we found that, in 2024, Walmart Connect delivered the best results for advertisers: ROAS on Walmart Connect had increased by 14% year-over-year. Walmart’s retail media footprint is growing fast: eMarketer expects more than 80% of retail media ad spend in 2025 to be spent between Amazon and Walmart.
That’s why Pacvue is so excited to announce that, as one of the first beta partners, we are now helping power Walmart Connect’s latest innovation: Walmart Onsite Display Advertising. Pacvue and Walmart have had the same vision for retail media since the beginning: to offer the tools for the next generation of retail media that ultimately give advertisers more precision, control, and transparency.
With Walmart Onsite Display Advertising, Pacvue and Walmart are making it easier than ever to have a single source of truth for retail media campaigns for measurement, activation, and optimization.
Here’s how:
- Precision
It’s no secret that the retail media ad space has gotten a lot more competitive over the past year. The biggest impact for advertisers has been on budgets: it costs more to get the same performance. Sometimes, it costs more to get worse performance. If your ROAS just isn’t what it used to be, Walmart Onsite Display Advertising can help with cutting-edge targeting. Because, rather than reaching broad audiences that are in market for the first thing they find or the cheapest deal, you can now use Pacvue to target by:
- Attributes
- Item sets
- Creatives
- Customer lifecycle
This gives advertisers the power to drive full funnel campaigns across Walmart’s properties. And, given that 90% of the US population lives within a ten mile radius of a Walmart store, new ways to target customers based on when they’re most likely to buy – and when they’re most likely to be discovering new products – can be a game-changer for both online and offline retail media strategies.
With Walmart Onsite Display Advertising, you can drive higher ad efficiency with more precise media plans just by making the most of your customer data and Walmart’s first-party data in new ways – driving higher relevance rather than race-to-the-bottom retail media campaigns.
- Control
If you’re a Pacvue client, you can control and manage your campaign on Walmart Connect directly from Pacvue – simplifying your workflow and making it easier to measure and optimize your campaigns as they’re running, instead of afterwards. With the new targeting and segments that you can get with Walmart Onsite Display Advertising, this will allow you to uncover your best-performing campaigns and strategies faster and put your ad budget where it works best.
With multi-channel retail media campaigns and more long-tail ad strategies, you can easily see new opportunities for optimizations and analyze granular campaign details to understand the customer journey from discovery to conversion.
- Measurement
All of this ties back to the most important update: measurement. The biggest concern for retail media advertisers is often the lack of standardization across partners. Not only that, it can be hard to keep track of the same campaign across so many different formats and product pages.
Pacvue and Walmart have partnered to build a layer of cross-media measurement that gets you the numbers you need as soon as you need them. This is more important than ever as advertisers start to go up the funnel and build affinity with retail customers – you’ll be able to understand how different segments engage with different campaigns and products.
With better attribution comes better decisions: by running campaigns through Pacvue and Walmart Onsite Display Advertising, you can instantly see the impact as soon as you go to market – and use those insights to build even more efficient and effective campaigns.
Breaking the Black Box
Last fall, Amazon made a big move with new self-service campaign management options. This year, there’s a lot more emphasis on giving control back to advertisers that allows for more flexibility and more ways to understand the full customer funnel. Pacvue has always been working to adopt these solutions early and help our clients make the most of the updates.
As the retail media landscape rapidly matures, Pacvue is proud to partner with Walmart to put the power back in the hands of agencies and brands by building a commerce media layer that drives precision, control, and transparency.
Want to learn more? Contact one of Pacvue’s Walmart Onsite Display Advertising experts today!
