Agreement Enables Cross-Screen Planning in
Omni Against Walmart Audiences
CANNES,
France, June 20, 2022 /PRNewswire/ -- Walmart
Connect - the closed-loop omnichannel media business of
America's largest retailer offering advertisers an opportunity to
reach Walmart shoppers on Walmart's site and app, across its
physical locations, and across 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 Executive Vice President and Chief Revenue
Officer Seth Dallaire said, "As
marketers prepare for the deprecation of third-party cookies, we're
building a platform and ecosystem that leverages the scale of
Walmart's first-party data and strong customer relationships to
help them deliver strong ROI in an increasingly fragmented
environment. Our partnership with Omnicom illustrates Walmart
Connect's focus on driving growth, improving product capabilities
and educating the industry on the role retail media platforms have
in delivering measurable solutions that connect clients with
omnichannel shoppers."
Encompassing pricing, agency support, ongoing product feedback
and ground-floor opportunities, the partnership delivers a broad
spectrum of strategic and commercial benefits to Omnicom clients.
Most significantly, the agreement enables cross-screen planning
against Walmart audiences in Omni - Omnicom's open operating system
which orchestrates better outcomes for clients across the entire
consumer purchasing journey - allowing Omnicom's agencies to
deliver connected experiences across media and commerce platforms
with-in owned, earned, and paid environments.
Planners can identify the domains, apps and screens with the
most effective reach and cost for Walmart audiences; and using the
Omni ID, they can also push advertiser's first-party data to the
Walmart DSP where it combines with Walmart audiences.
By optimizing supply paths as well as inventory planning on the
Walmart DSP and within Omni, this strategic alliance with Walmart
Connect and Omnicom translates to increased investment efficiency
and effectiveness for our clients," says Megan Pagliuca, Chief Activation Officer,
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; agencies' expanding footprint
in commerce; and increased interest in collaboration between
retailers, agencies and marketers seeking competitive advantage in
an accelerated marketplace.
"Landing the first holding company partnership with Walmart
Connect marks another differentiator in Omnicom's connected
commerce offer," says Omnicom eCommerce CEO Frank Kochenash, "while also 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's
participation in beta tests for the Walmart DSP's frequency cap
function.
About Walmart Connect
With 150 million
weekly omnichannel customers, Walmart is deeply integrated into
customers' lives and understands how they engage with products and
brands throughout their shopping journey. Walmart Connect
helps brands connect with our customers more often and more
meaningfully than ever before to accelerate shared growth. As the
closed-loop media business of America's largest retailer, Walmart
Connect offers unparalleled opportunities for brands to reach their
desired customers no matter where, how, and when they shop. For
additional information, visit walmarconnect.com and
https://www.linkedin.com/company/walmart-connect/. More than
media. Meaningful connections.
About Omnicom Media Group
Omnicom Media
Group (OMG) is the media services division of Omnicom Group
Inc. (NYSE: OMC), a leading global marketing and corporate
communications company, providing services to more than 5,000
clients in more than 70 countries. Omnicom Media Group includes
full- service media agencies Hearts & Science, OMD and PHD;
performance marketing agency Resolution; Optimum Sports Media and
Marketing; and the Annalect data and analytics division that
developed and manages the Omni open operating system that
orchestrates better outcomes for clients across the entire consumer
marketing journey.
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SOURCE OMD