• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Roundtable discussion: Beyond Onsite
    Tackle the next phase of retail media over breakfast with Nectar360 and peers
    Retail Media for Grocery Webinar
    Join us to dig into trends and challenges shaping the industry in 2023
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q4 2022
Back to Blog

Walmart Sponsored Brands: Discovery & Awareness to Drive Performance—Now Available for Marketplace Sellers!

Joshua Dreller, Sr. Director, Content Marketing @ Skai™

October  12, 2022
walmart sponsored brands

Retail media advertising is today’s third-largest digital channel, and eMarketer now forecasts US ad spending to jump in the channel by 31.4% to $40.81 billion this year. As more brands continue to increase their investments, marketers must efficiently scale their programs even with the increased pressure of more competition. 

Just a few short years ago, retail media marketers could focus almost all of their budget on bottom-funnel ads to navigate users to their product detail pages. But, as the channel has grown, marketers need more sophisticated approaches to drive performance. This is why one of the ways that marketers are evolving their retail media strategy is with a more holistic, full-funnel approach in order to reach consumers at every key inflection point across the customer journey. 

As one advertising expert in a recent Forbes article explains:

There are no shortcuts. Brands still need to work their way through the marketing funnel. The basics apply today just as much as they have in the past. If it was easy to launch a brand, run some ads, and drive 5X ROI, then everyone would do it. It takes marketing savvy, time, energy, money, and patience to develop a good brand and a good marketing system.

Walmart Connect’s Sponsored Brands ads help marketers engage users throughout their journey

Every year, 90% of American households rely on Walmart for a range of must-buy products from a variety of brands and sellers, both large and small. But when consumers visit Walmart.com, they don’t always know what they want. Walmart data indicates that customers want buying suggestions, and Walmart’s search platform helps them discover products that meet their needs.

This is a huge opportunity for retail marketers. 

Sure, retail media advertising works amazingly well at the bottom of the funnel to drive interested consumers to relevant product detail pages if they know exactly what they want. But, when used correctly, it can also build awareness and consideration at the top-/mid-funnel to expose new users to a brand and get into consideration sets just as customers are starting their journeys. 

One of those full-funnel retail media ad formats is Sponsored Brands. This is not a new ad placement; Walmart Connect renamed them from their previous iteration, Search Brand Amplifier. This is better aligned to the wider retail media space as Sponsored Brands have become the standard nomenclature for this type of ad type across the channel’s other retail publishers. 

Walmart Sponsored Brands peanut butterSponsored Brands offer unparalleled visibility on the search results pages

“Sponsored Brands are an integral part of the retail media marketing plan,” says Claudia Virgilio, Skai’s Global Vice President of Strategic Partnerships. “Already one of the most important publishers in the space, Walmart Connect continues to evolve and innovate in ways that help marketers reach their massive online audiences and impact purchase behavior.”

Walmart Connect Sponsored Brands 101

Sponsored Brands appear above the search listings and include your brand logo, custom headline, and up to four advertised items with shoppable links. Featured items automatically populate based on their relevance to the customer’s search query, availability, and quality of item page content. The main logo link sends customers to the advertiser’s choice of search page or browse page, while item links send customers to individual item pages. 

As with all Sponsored Search ads, you pay only when customers click your ad. Sponsored Brands can especially benefit smaller brands, new brands, and brands with new products that may not yet have high organic search rankings at Walmart. This format is also ideal for promoting seasonal and higher-priced products.

Recently, a CPG foods brand used Skai to run their Walmart Connect Sponsored Brands ads (SBA). The launch of SBA in tandem with ongoing campaign optimization helped to increase ROI by 9% and conversion rate by 8%.

Use Sponsored Brands to: 

Increase awareness 

  • Reinforce brand image  
  • Inspire item discovery  
  • Help reach customers beyond the existing user base 
  • Gain brand share of voice 

Inspire conversions 

  • Launch new or seasonal items  
  • Improve visibility of items with modest search rankings  
  • Help boost the performance of higher-priced items 

Sponsored Brands are also now available to Marketplace sellers that meet Walmart Connect’s eligibility requirements. Walmart suppliers and eligible Marketplace sellers will be able to launch and manage their own Sponsored Brands campaigns via Walmart Ad Center or through Walmart Platform Partners.

Walmart Connect + Skai for full-funnel retail media success

As part of Skai’s omnichannel marketing platform, our Retail Media solution empowers brands to plan, execute, and measure digital campaigns that meet consumers when and where they shop. Built with best-in-class automation and optimization capabilities, our unified platform allows you to manage campaigns on 30+ retailers including Walmart Connect all in one place. 

Client results include:

  • 461% increase in ROAS and 57% increase in page traffic for Bondi Sands
  • 92% increase in the share of voice for a Fortune 500 CPG brand
  • 72% increase in revenue for VTech
  • 1,390% year-over-year sales growth for Kamado Joe

For more information, please schedule a brief demo to see our Walmart Connect Sponsored Brands support and other retail media functionality for yourself

Request a Demo of Skai

Related Posts

  • Mother’s Day 2022 Retail Insights from Walmart Connect
    Read More
  • Hangry cat pet food; Walmart Connect pet food search.
    How Walmart Connect’s Advanced Second-Price Auction Focuses on Relevancy
    Read More
  • Kroger Precision Marketing Announces Its Retail Media Partnership with Skai
    Read More
  • [WATCH] Bid To Win: Exploring Walmart Connect's New Advertising Experience 
    Read More
  • Woman sitting down at her desk browsing a retail fashion sale with her credit card in hand.
    Dive into the Retail Media Advertising FAQs
    Read More
  • Consumers looking on their laptop at Walmart PPC ads.
    Walmart PPC: How to Get Started
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Audience, Create, Data, Plan, Retail, Retail Media, Target, Walmart, xPAx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint