As the second-largest marketplace behind Amazon, Walmart is now massively disrupting the Retail Media landscape. This presents a huge opportunity for you to take your brand to the next level. In this session, we’ll take a deep dive into setup and advertising on Walmart.

1. 2021 Amazon & Retail
Media Virtual Summit
2021 Amazon Advertising Strategies
10:00 – 10:45am PST | 1:00 – 1:45pm EST
DAY 1 - WEDNESDAY, FEBRUARY 24TH
Unpacking Amazon’s A9 Algorithm
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Amazon Creative that Converts
11:25 – 11:55pm PST | 2:25 – 2:55pm EST
Advanced Amazon Operations
12:00 – 12:30pm PST | 2:00 – 2:30pm EST
The Emergence of Retail Media
10:00 – 10:45am PST | 1:00 – 1:45pm EST
DAY 2 - THURSDAY, FEBRUARY 25TH
What’s Next in Walmart
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Win Big on Instacart
11:25 – 11:55pm PST | 2:25 – 2:55pm EST

2. What’s Next in
Walmart’s
Omnichannel
Evolution

3. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

4. Some of
our clients
Our
Recognition
Tinuiti is the largest independent performance
marketing agency across the triopoly.

5. Agenda
layout
● Common mistakes when going from
Amazon to Walmart
● Getting started on Walmart
● The importance of listing quality
● Tips for making this process easier
● How to accelerate sales with advertising
● Leveraging new opportunities to drive
performance
● What’s to come in Walmart’s ad evolution
● Q & A

6. Our Speakers
STUART CLAY
Associate Director,
Marketplace Strategic
Services
PAULINE SHIU
Director of Marketing,
Partnerships
MICHAEL GOLDMEIER
Director of Sales

7. Zentail: Putting the Zen in Retail
● We’re the preferred listing automation platform in the
industry, backed by one-of-a-kind tech for product data
mapping (a.k.a. we can actually deliver on “one-click”
listing)
● Processed over $2B in GMV across channels like
Amazon, Walmart, eBay, Google, Facebook and more
● Sellers’ Walmart sales have grown 184% on average
● Have a five-star support team that puts your success
first
Zentail.coom
hello@zentail.com

8. Walmart’s growing, it’s time to seize the opportunity
3rd-party sellers
currently selling on
Walmart.com
70k+
of AMZ shoppers
also shop on
Walmart
57%
of AMZ sales vol.
on average,
assuming parity
30%
products online
and growing at a
rapid pace
45M+
of products are
from marketplace
sellers
92%

9. Poll Question
What percent of your sales are from
Walmart today?
● Less than 10%
● 10%-30%
● 30%-75%
● 75%-100%

10. Top 3 Myths When Expanding from AMZ to WMT
“It’ll be exactly the same.”
● Seller Central = Seller Center
● FBA = WFS
● Product listing = the same
“Brand Portal is like Brand Registry.”
● Same level of protection
● Similar setup and services
● Similar effectiveness
“I can copy my listings over.”
● Same copy = similar results
● Data mapping will be a cinch
● “I can tell if I’ll be successful
by just testing a few products”

11. Getting Started on Walmart
Prior to applying, plan for:
Fulfillment method
Inventory management
% of Walmart-listed catalog
Listing quality plan

12. Ignite the Quality Listings Flywheel

13. 5 Tips for Walmart Success
1. Fulfill—the Walmart Way
2. Focus on listing quality
3. Strive for a low ODR
4. Tweak your Amazon success
5. Practice patience

14. Leveraging Walmart Ad Units to Scale for Success
● Keyword based
branded/non-branded product
ads aimed at lower funnel
buyers
● Heightened budget, bidding
and keyword control to
efficiently manage return
● Leverage keyword learnings
and performance reporting to
test and accelerate
● Minimal barrier to entry ($100
total or $50/day)
● Keyword based, top of search,
banner ads w/ 4 SKUs
● Ideal for consideration &
interest
● Pair targeting structure with
interests to promote new
buyer audiences (i.e. farm,
youth, skate, sporting, etc…)
● Product roadmap (currently
WMG managed - Updates in
H2)
● Onsite & Offsite
● Custom media mix of ad units
including banner, premium
lockouts, search brand amplifiers
& offsite placements
● Closed loop in store attributed
revenue reporting
● High barrier to entry ($100k min)
per flight
● Leverage social channels to
share brand story and build
interest (Pinterest, FB, IG)
Sponsored Products Search Brand Amplifiers Display + Social
14

15. Screenshot
Sponsored Products Strategy to Optimize and Accelerate
Structure for success
● “Always on”, targeted at lower funnel consideration and intent
● Combination of automatic & manual (essential for non-branded)
● Maximize relevancy by utilizing bid modifiers and advanced placements
● Leverage keyword targeting to align your brand with new buyer profiles
● Frequent, conservative, bid adjustments essential for return and scale (1st price
auction)
● Take advantage of program enhancements and beta opportunities
Proactive management
A holistic management approach, leveraging automatic campaigns to drive
performance and learnings, while utilizing strategic manual campaigns to control
targeting and return, while aiding to improve brand equity and attracting new buyers.
15

16. What’s New with Walmart Sponsored Products
Placement Enhancements
● Search In-Grid positions
increased to a max of 6
placements.
● Ads will serve dynamically at
the top, middle and bottom of
the page
● Enhancement released in
October
More placements means
more opportunity to
perform
Targeting Improvements
● Target Search Carousel
delivery
● Adjust bid multiplier by
platform
● Feature set added mid-2020
Leverage new ad options
and modifiers to align your
ad strategy to your desired
customer profile
OPD Merging With .com
● Come March 1st, OPD (Online
Pickup & Delivery) & .com
inventory will be consolidated.
● Reporting will be combined
● Certain placements specific to
OPD
● If item advertised is only OPD, it
will only deliver on OPD
New inventory, new buyers
and new placements means
more opportunity to perform
and new levers for
optimization
16

17. Walmarts Advertising Evolution
Change is in the air
● ‘Walmart Media Group’ is now ‘Walmart Connect’
○ Growing offering across digital properties
○ Innovative new in-store experiences
○ Expanding offsite media opportunities
● Utilize Walmart 1P data to reach Walmart customers and drive brand
awareness through custom audience targeting
● Currently managed by Walmart - Self-serve capabilities in H2
Redefining the solutions & offerings
Walmart’s media management arm, “Walmart Media Group” was recently
rebranded to ‘Walmart Connect’. With this comes a host of changes focused on
growing their holistic digital offerings and providing more tools and
opportunities for sellers of all levels.
17

18. What’s to come from ‘Walmart Connect’
The Trade Desk Partnership
● Offer off-site ads across TTD’s
network
● Leverage Walmart’s retailer
level data
● Available prior to holiday 21’
Self-Serve Display Offering
● Walmart acquired Thunder Ad
Tech to help stand up their
self-serve display
● New portal that will facilitate
self serve ads management
● Available prior to holiday 21’
API Support for Search Brand
Amplifiers
● SBAs will have API support
(currently beta)
● Currently slated for H2
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19. 1. Listing quality on Amazon is not 1:1 for Walmart.
2. The right multichannel listing automation tools, in
unifying your catalog and applying automation,
means scalable growth.
3. Walmart is changing and so should you -- be an
early adopter of emerging opportunities
4. Utilize a holistic ad strategy with each ad unit
focused on a strategic objective
5. Test & Learn
Key takeaways
19

20. Zentail: Walmart’s Go-To API Partner
Z
● Zentail is a platinum integration partner (application, brand, support
liaison)
● We understand the value of quality listings
● Our top Walmart sellers bring in close to $20M, which is common on
Amazon but extremely rare on Walmart
● We were one of the first to implement Shipping Templates with nearly
50% onboarded
● Our connection is reliable (vs. an app option that rhymes with
“hopify”)
Sell on Walmart with 0% Commissions for 30 days. New sellers apply here:
http://bit.ly/WalmartSellerSavings
Z

21. Schedule Your
Consultation
with a Retail Media
Expert

22. Q&A

23. Thank you!

24. 2021 Amazon & Retail
Media Virtual Summit
2021 Amazon Advertising Strategies
10:00 – 10:45am PST | 1:00 – 1:45pm EST
DAY 1 - WEDNESDAY, FEBRUARY 24TH
Unpacking Amazon’s A9 Algorithm
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Amazon Creative that Converts
11:25 – 11:55pm PST | 2:25 – 2:55pm EST
Advanced Amazon Operations
12:00 – 12:30pm PST | 2:00 – 2:30pm EST
The Emergence of Retail Media
10:00 – 10:45am PST | 1:00 – 1:45pm EST
DAY 2 - THURSDAY, FEBRUARY 25TH
What’s Next in Walmart
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Win Big on Instacart
11:25 – 11:55pm PST | 2:25 – 2:55pm EST