Walmart Connect Announces First Strategic Agency Partnership with Omnicom
Deal enables multi-screen scheduling in Omni vs. Walmart audiences
CANNES, France, June 20, 2022 /PRNewswire/ — Walmart Connect – America’s largest retailer’s closed-loop, omnichannel media business offering advertisers the ability to reach Walmart shoppers across Walmart’s site and app, its physical locations and the Web – today announced a strategic partnership with Omnicom Media Group, the media services division of Omnicom Group Inc. (NYSE: OMC). The partnership marks the first such agreement between Walmart Connect and an agency holding company.
Making the announcement at the Cannes Lions Festival of Creativity, Walmart’s Executive Vice President and Chief Revenue Officer Seth Dallaire said, “As marketers prepare to move away from third-party cookies, we’re building a platform and ecosystem that leverages Walmart’s first-party data scale and strong customer relationships. to help them deliver a high return on investment in an increasingly fragmented environment.Our partnership with Omnicom exemplifies Walmart Connect’s focus on driving growth, improving product capabilities and educating industry on the role retail media platforms play in delivering measurable solutions that connect customers with omnichannel shoppers.”
Encompassing pricing, agency support, ongoing product feedback, and ground-floor opportunities, the partnership delivers a wide range of strategic and business benefits to Omnicom customers. Most importantly, the deal enables multi-screen scheduling against Walmart’s audiences in Omni – Omnicom’s open operating system that orchestrates better customer outcomes throughout the consumer buying journey – enabling Omnicom agencies to deliver connected experiences across media and commerce platforms with their owner, earned and paid environments.
Planners can identify the domains, apps, and screens with the most effective reach and cost for the Walmart audience; and using the Omni ID, they can also pass the advertiser’s first-party data to the Walmart DSP where it combines with Walmart audiences.
By optimizing supply routes as well as inventory planning on the Walmart DSP and within Omni, this strategic alliance with Walmart Connect and Omnicom results in increased efficiency and effectiveness of investments for our customers,” says Megan PagliucaDirector of Activation, Omnicom Media Group North America.
The Walmart Connect/Omnicom partnership represents the intersection of multiple industry trends, including the growing influence of retail media networks; the growing agency footprint in commerce; and increased interest in collaboration among retailers, agencies and marketers seeking competitive advantage in an accelerated market.
“Achieving the first holding company partnership with Walmart Connect marks another differentiator in Omnicom’s connected commerce offering,” says Omnicom eCommerce CEO Frank Kochenash“while demonstrating the unique opportunity for data interoperability that the Omni platform offers retailers.”
The agreement continues the collaboration between Walmart Connect and Omnicom that began in 2021 with Omnicom Media Group participation in beta testing for Walmart DSP frequency limiting function.
About Walmart Connect
With 150 million weekly omnichannel customers, Walmart is deeply integrated into customers’ lives and understands how they interact with products and brands throughout their shopping journey. Walmart Connect helps brands connect with our customers more often and more meaningfully than ever to accelerate shared growth. As the closed-loop media business of America’s largest retailer, Walmart Connect offers brands unprecedented opportunities to reach their desired customers no matter where, how, or when they shop. For more information, visit walmarconnect.com and https://www.linkedin.com/company/walmart-connect/. More than media. Meaningful links.
About Omnicom Media Group
Omnicom Media Group (OMG) is the media services division of Omnicom Group Inc. (NYSE: OMC), one of the world’s leading marketing and corporate communications companies, serving more than 5,000 clients in more than 70 countries. Omnicom Media Group includes full-service media agencies Hearts & Science, MDGs and DOCTORATE; performance marketing agency Resolution; Optimum Sports Media and Marketing; and the Annalect data and analytics division that developed and manages the open Omni operating system that orchestrates better results for clients throughout the consumer marketing journey.