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Momvertising Opps: Walmart to continue ramping up advertising efforts (Score 84)

In its 2022 annual report and proxy statement, Walmart execs detailed that the company is growing capabilities in areas including advertising, where it's experienced "tremendous growth" over the past several years. This hints that spend will continue rising, so keep the retailer on your radar.

According to iSpot, Walmart has spent approximately $95m on national TV commercials YTD, up 53% from the approximately $61.9m it spent within the same 2021 timeframe. The retail giant ended up spending approximately $315.8m on national TV commercials last year, down slightly (4%) from the approximately $329.9m it spent in 2020. Walmart's 2022 commercials have targeted male sports enthusiasts viewing shows such as the 2022 Winter Olympics, NFL Football, the Super Bowl LVI Pregame, NBA Basketball and Football Night in America.

So far this year, Pathmatics shows the company has allocated roughly $104.1m toward digital ads, 54% more than the roughly $67.4m it had allocated by this point last year. In 2021, Walmart's estimated full-year spend of $334.2m nearly doubled that of $187.1m in 2020. The company has earned ~12.1b digital impressions YTD via Facebook (65%), Instagram (28%), desktop video (3%), desktop display (3%) and Twitter (1%) ads. 

Additionally, Magellan reports Walmart has aired around 900 podcast ads within the past 12 months.

The company has a wide target demographic, age-wise; it targets Gen-Z with paid social, millennials via Facebook and podcast and Gen-X via TV. Its target demographic does, however, tend to skew strongly toward household DMs, especially moms. Per Kantar data, Walmart also invests in print, radio, OOH and local broadcast. Sellers, contact soon to offer relevant ad space.

Agency & martech readers - We haven't heard of any additional roster shifts since Walmart named Lopez Negrete.