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Walmart Ad Business Hits $2B

  • Walmart's advertising business generated $2.1 billion in revenue last year as the big-box retailer expanded its marketing technology stack, according to an earnings release. It was the first time the company has broken out advertising financials in its reporting.

  • In the U.S., Walmart Connect saw the number of advertisers using its services grow 136% year-on-year in 2021. Discussing the fourth-quarter and full-year results with analysts, executives stated they see "large growth opportunities" ahead and reaffirmed that they expect Walmart Connect will be a top-10 advertising platform within the next few years.

  • Technology will play an increasingly central role in that plan. Roughly half of Walmart's ad sales in Q4 — a quarter that contains the crucial holiday window — came from automated channels, executives said. That level of activity is more than double what the retailer saw over the same period the year prior.

SOURCE: Marketing Dive


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