What Are the Main Ways to Market Items
at Walmart?
Walmart offers several ways for brands and suppliers to market their products, ranging from online advertising and digital promotions to in-store sampling and coupon programs. The right approach depends on your budget, product type, and overall goals.
Walmart Connect – Online Advertising
Walmart Connect offers multiple advertising solutions that help vendors increase product visibility across Walmart.com and beyond. These options range from keyword-based search placements to banner ads and video placements.
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Sponsored Search
Sponsored Search is the most basic type of online advertising on Walmart. Vendors can bid on keywords to elevate their products in search results. Sponsored products may appear within the search grid, in product carousels, or under the buy box on similar items. Walmart’s self-serve ad tool and connected advertising partners provide vendors with accessible ways to launch Sponsored Search campaigns.
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Display Ads
Display Ads are banner-style advertisements that appear on Walmart.com. Vendors typically work with Walmart Connect managed services to purchase these placements, although Walmart has also introduced a self-serve Display Ad campaign option.
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Offsite Ads
Offsite Ads extend Walmart advertising beyond Walmart.com. Through Walmart Connect managed service campaigns, vendors can run display ads on third-party websites. One example would be seeing a Walmart banner ad while reading a news site.
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Sponsored Brands
Sponsored Brands is a banner-style placement featuring a curated group of products selected by the vendor. These placements are sold through a bidding auction, similar to Sponsored Search. Walmart Advertising Partners and Walmart Connect can help vendors create and manage these campaigns.
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Sponsored Video
Sponsored Video is a placement that appears within the search grid and features a small group of products selected by the vendor. Like other sponsored placements, it is sold through a bidding auction. Walmart Advertising Partners and Walmart Connect can assist vendors in building these campaigns.
Physical Sampling
Walmart has partnered with firms such as Advantage Solutions to support in-store and OPD sampling programs. These programs can be costly, but when executed well, they can create strong customer impressions and help win over new buyers. Walmart has also updated its sampling policies and now offers in-store sampling through Walmart Connect services.
Digital Tactics
In addition to social media, there are several digital tactics brands can use to promote products at Walmart.
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One option is digital coupons or cashback-style promotions through platforms such as Ibotta. These programs can help drive trial and conversion while also providing detailed campaign reporting and performance insights.
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Another important tactic is generating product reviews. Many shoppers rely on reviews before making a purchase, and some Walmart buyers may even expect a minimum number of live reviews before launch. Companies such as Bazaarvoice offer solutions for obtaining and managing product reviews.
IRC Coupons
IRC coupons are not a preferred tactic for Walmart, but they can still be scanned through the register and may help drive incremental sales.
How OCM Can Help
Choosing the right marketing strategy for Walmart can be a nuanced decision. Budget, product category, launch goals, and competitive factors all influence which tactics may be most effective. OCM can help evaluate your options and recommend the best approach for marketing your item at Walmart.