Walmart’s Journey to Becoming a Major Player in the $54 Billion Retail Ad Industry

Walmart's expansion into the advertising business represents a strategic shift that has the potential to significantly impact both the retail and media landscapes. Historically recognized as the world's largest retailer, Walmart is now capitalizing on its massive customer base and extensive data capabilities to build a powerful advertising empire. This move is part of a broader trend in which major retailers are leveraging their positions as intermediaries between vendors and consumers to create new revenue streams by selling advertising space.

Walmart’s U.S. ad business, Walmart Connect, is a key player in the emerging "retail media" industry, a sector that is experiencing rapid growth. Retail media involves retailers using their platforms—both physical stores and digital channels—to sell ad space to brands looking to gain an edge in a highly competitive market. According to eMarketer, U.S. spending on retail media is expected to exceed $54 billion in 2024, up from just $18.7 billion in 2020. This explosive growth underscores the increasing importance of retail media as companies seek to capitalize on the unique opportunities it offers.

Amazon currently dominates the retail media landscape, commanding a substantial 77% market share. However, Walmart is aggressively pursuing its share of this lucrative market. In the past year, Walmart's U.S. advertising business grew by 30%, outpacing the overall growth rate of the company. This rapid expansion is a testament to Walmart's strategic focus on advertising as a high-margin business, in stark contrast to the relatively low operating margins it earns from selling merchandise and groceries.

Walmart's foray into advertising is not just about selling digital ad space; it’s about leveraging its unparalleled physical presence. With over 4,600 stores across the U.S. and hundreds more Sam's Club outlets, Walmart has a significant advantage that even e-commerce giants like Amazon cannot match. This extensive physical footprint allows Walmart to offer advertisers unique opportunities to reach consumers not only online but also in-store, where purchase decisions are often made.

A major differentiator for Walmart in the retail media space is its ability to link advertising to consumer behavior. Unlike traditional search engines, which may lose track of consumers after they click on an ad, Walmart can track the entire customer journey—from ad exposure to purchase. This capability is made possible by Walmart’s vast trove of data, which includes insights from both online interactions and in-store purchases. For instance, if a customer views an ad online and later purchases the advertised product in a Walmart store, Walmart can attribute the sale directly to the ad. This closed-loop system is highly valuable to advertisers, as it provides clear evidence of return on investment.

Walmart is not resting on its laurels; it’s actively expanding its advertising capabilities. One of the most significant developments is Walmart's planned $2.3 billion acquisition of Vizio, a connected TV maker. Although Vizio has been losing money on device sales, it generated $356.3 million in gross profit last year through technology that tracks viewing habits and serves targeted ads. This acquisition, currently under review by federal competition regulators, would further bolster Walmart’s advertising arsenal by integrating targeted TV advertising with its existing digital and in-store ad offerings.

Additionally, Walmart is increasing its advertising presence within its stores. For example, digital screens are being installed above meat and bakery counters, offering new avenues for advertisers to reach customers at the point of sale. The company is also experimenting with non-endemic ads—advertisements for products that aren’t sold in Walmart stores, such as cars or cruises—on its in-store TV walls.

Despite the promising growth of retail media, there are potential challenges on the horizon. One concern is that the proliferation of advertising options may overwhelm or irritate consumers, particularly if ads are not seamlessly integrated into their shopping experience. Walmart is aware of this risk and is striving to ensure that advertising remains "additive" rather than detracting from the customer experience.

Another challenge lies in the relationship between retailers and brands. As retailers like Walmart continue to expand their media businesses, there is a concern that brands may feel pressured to buy ads to secure favorable shelf space or other perks. This dynamic could strain relationships between big retailers and big brands, potentially leading to conflicts of interest.

Walmart’s pivot toward advertising is already yielding dividends. The company’s shares have surged 38% this year, driven in part by investor excitement over the prospects of higher-margin businesses like advertising. Walmart now ranks as the 16th largest ad seller by revenue outside of China, according to media and tech consultancy Madison and Wall.

In conclusion, Walmart’s deepening involvement in the advertising industry represents a bold and strategic move that could reshape both the retail and media sectors. By leveraging its vast customer base, extensive store network, and powerful data analytics capabilities, Walmart is positioning itself as a formidable competitor in the burgeoning retail media space. As the industry continues to evolve, Walmart’s innovative approach to integrating advertising with retail may set the standard for others to follow.