- Walmart is rolling out a new education program for advertisers.
- Rivals Amazon and Instacart already offer similar programs aimed at capturing larger ad budgets.
- A large part of Walmart’s first course touts Sponsored Brands, a popular search ad format.
Retailers selling advertising are expected to earn $104 billion by 2025. According to Morgan Stanley.
Walmart is one of the big power players, earning $2.7 billion from advertising in 2022, but it’s far behind Amazon’s $37.7 billion and faces stiff competition from Amazon. instacartmade $740 million.
To stay competitive, Walmart’s advertising division, Walmart Connect, has launched an educational program called the Walmart Connect Academy Advertising Certification to help advertisers understand how Walmart’s advertising business works and what products it offers. We will help you fully understand what we offer and what ad units we offer.
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Amazon and Instacart both offer their own advertising certification programs. Amazon’s program covers the following basics: Its advertising platform and ad technology, and places where advertisers can buy ads, such as live streaming platform Twitch. Instacart launched a program in April called Ads Academy to offer advertisers online courses on the best practices for creating Instacart ads.
These programs are important for retailers to obtain larger advertising budgets and grow their retail media programs.
Greg Walney, chief activation officer at advertising agency Code3, said the training will be helpful as more advertisers use Walmart’s platform. When Walmart first launched its self-service advertising platform in 2020, only a handful of businesses took advantage of it. However, in recent years, Walmart is steadily building partnershipsThe company has grown its retail media business by allowing agencies and ad-buying technology platforms to buy its digital ads, Walney said.
More than 500 employees at WPP’s GroupM are participating in the beta version of Walmart’s program, which is now available for free to advertisers of all sizes.
Walmart Connect’s new certification program also shows which ad units are most important to Walmart. The 11 courses cover Sponsored Brands, a popular ad format that appears at the top of search results. walmart.com. Walmart says two to three courses will cover video ad formats and two will provide an introduction to retail media. Walmart plans to roll out a course in display ad formats next year.
Walmart says verification can take between 30 minutes and two hours to complete. Participants who pass the course with a score of 80% or higher will receive a digital certificate that they can add to their LinkedIn profile. Badges are valid for one year.