Making Creator Headlines · Page 3
Walmart Connect Brings Lift Studies to the Holiday Table
· New York time
Walmart Connect is pitching brands directly with lift studies intended to demonstrate advertising performance ahead of holiday deals, Digiday reports. The push adds competitive pressure to its race with Amazon in retail media. The seasonal sales conversation now includes evidence, which is inconvenient for anyone hoping a festive slide background would finish the job. Lift studies are part of Walmart Connect’s effort to show brands what its advertising can contribute, rather than relying only on the availability of ad space. As advertisers assess competing retail platforms, a case about performance can become part of the negotiation over where budgets go. Those studies remain evidence presented in a sales process, not a universal guarantee that every campaign will produce the same outcome. Brands still have to assess how the measurement fits their own objectives and purchases. A result can be useful without becoming a coupon redeemable for identical future results. For marketers facing holiday deadlines, the direct pitch also makes the retail-media competition harder to ignore. The shopping cart is now accompanied by a presentation about the shopping cart. Somewhere between selecting gifts and counting conversions, the season has acquired a procurement committee and a very determined spreadsheet.
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