Why Walmart Connect Is Now a Full-Funnel Retail Media Platform

Retail media used to mean bidding on sponsored products and hoping for incremental sales. Walmart Connect has matured beyond that narrow scope. In 2025, it operates as a full-funnel ecosystem that supports awareness, consideration, and conversion in a single platform. The shift is clear: Walmart has evolved from a bottom-funnel only network to a marketing environment where brands can launch CTV campaigns, run mid-funnel video and display, and still capture purchase intent with sponsored product ads.

This maturity means brands no longer need to stitch together fragmented solutions. Walmart Connect can now deliver integrated reach across its stores, site, app, and external DSP inventory, backed by closed-loop attribution.

Mapping Awareness, Consideration, Conversion on Walmart

CTV Ads for Upper-Funnel Reach

Walmart’s acquisition of Vizio created an addressable CTV inventory source that marketers can finally tap at scale. Instead of buying broad national spots, brands can target Walmart shoppers directly in living rooms.
Key targeting options include:

• Household shopping behavior based on Walmart first-party data

• Category purchase history to align creative with shopper intent

• Audience segments built from online and in-store activity

Onsite Display and Video for Mid-Funnel Engagement

Display banners, homepage takeovers, and video placements now sit inside Walmart’s shopping environment. These placements capture shoppers while they are exploring categories, searching for solutions, or considering alternatives. For new products or seasonal launches, this mid-funnel layer builds familiarity and preference before a purchase decision is made.

Sponsored Product Ads for Conversion

The conversion engine is still sponsored search. These ads secure premium placement on search results pages and product detail pages. They target active intent and close the loop when shoppers are ready to buy. With Walmart’s attribution stack, brands can measure exactly how these ads perform against other channels.

Measuring Success With Walmart’s Closed-Loop Attribution

Closed-loop attribution is Walmart Connect’s strongest differentiator. Every ad impression can be tied back to actual sales using first-party transaction data from both online and in-store channels.

Key benefits include:

• Direct linkage between ad spend and verified purchases

• Visibility into omnichannel behavior that no third-party cookie can provide

• Incrementality measurement to understand true lift versus organic sales

• Faster optimization cycles with deterministic sales data

For marketers who have struggled with fragmented measurement, Walmart’s closed-loop system provides clarity that traditional digital platforms cannot match.

Five Steps to Reach Retail Media Maturity on Walmart

1. Audit Current Funnel Coverage – Map your existing spend across sponsored products, display, and CTV to see where you are overexposed or under-invested.
   
   

2. Align Audiences With First-Party Data – Use Walmart’s shopper insights to build audiences that span awareness, consideration, and conversion stages.
   
   

3. Unify Creative Across Channels – Keep your messaging consistent across CTV, onsite video, search ads, and in-store displays so the shopper experience feels connected.
   
   

4. Test and Optimize With Incrementality Metrics – Move beyond last-click reporting. Walmart’s tools allow you to measure true contribution, not just attribution.
   
   

5. Automate and Scale Budget Allocation – Use performance data to shift spend dynamically between upper, mid, and lower funnel investments.
   
   

   
   
   

Omnichannel Tactics Linking Online and In-Store Audiences

What makes Walmart unique is its ability to merge digital with physical. In-store digital screens and audio announcements reinforce messaging at the point of sale. Self-checkout stations and aisle displays give brands one more chance to influence shoppers in the moment.

Meanwhile, the Walmart app and site personalization engine ties behavior together. What shoppers browse online informs what they see in-store, and purchases made in stores feed back into digital targeting pools. Beyond Walmart’s owned properties, the off-site DSP extends reach across the open web, retargeting Walmart shoppers wherever they spend time online.

Pitfalls That Stall Retail Media Scaling on Walmart

Many brands stall out when trying to scale their Walmart Connect programs. Common mistakes include:

• Overinvesting only in sponsored products and ignoring upper funnel formats

• Treating Walmart like Amazon without adapting to omnichannel opportunities

• Failing to unify creative, leading to fragmented shopper experiences

• Neglecting incrementality testing, which results in wasted spend on non-incremental sales

• Underestimating production needs for video and in-store creative
  
  

Trends Shaping Retail Media Networks and Walmart’s Edge

Retail media networks across the industry are racing to expand full-funnel capabilities. Amazon is still dominant, but its measurement is mostly confined to digital storefronts. Target’s Roundel offers integrated reach but lacks Walmart’s sheer physical footprint. Walmart Connect’s edge comes from its closed-loop view of online and in-store transactions, plus its growing investment in CTV and in-store digital media. This combination positions Walmart as one of the only networks capable of linking brand spend to verified omnichannel sales.

Partner With Experts to Accelerate Growth on Walmart

Reaching retail media maturity is not just about buying placements. It requires sophisticated targeting, disciplined measurement, and creative that resonates across multiple channels. Specialized agencies help brands unlock Walmart’s potential faster, avoiding pitfalls and maximizing every dollar.

Schedule an introductory call to explore how Darkroom can help your business grow: https://darkroomagency.com/book-a-call

FAQs About Scaling Retail Media on Walmart

What minimum budget is required to access Walmart Connect’s advanced features?
Budgets vary. Sponsored products require lower minimums, while CTV and DSP campaigns demand larger investments. Full-funnel programs typically need substantial monthly budgets to achieve scale.

How does Walmart Connect’s measurement differ from Amazon Advertising?
Walmart offers closed-loop attribution that captures both online and in-store purchases. Amazon primarily measures on-platform transactions. Walmart’s first-party data includes physical shopping activity that Amazon cannot replicate.

What creative specifications apply to Walmart’s in-store advertising screens?
In-store screens have specific dimensions and file requirements. Creative assets must meet Walmart’s brand guidelines and content standards for physical environments.

Can third-party marketplace sellers access Walmart’s full-funnel advertising options?
Yes. Marketplace sellers can use most Walmart Connect features including sponsored products and display. Some premium placements and advanced measurement tools may be restricted to first-party suppliers.