art has launched targeted ads in-store at its checkouts.

Walmart has expanded its digital advertising in-store.

Soon, the supermarket giant will show targeted ads from third-parties on screens at self-checkout lines.

Brands who purchase this space can choose specific regions or stores to promote their campaigns.

Why we care. Walmart is the largest supermarket chain in America with 4,700 locations across the nation. Approximately 90% of Americans live within 10 miles of a Walmart store. Brands have a great opportunity to reach a large audience. Targeting customers who are shopping can also improve conversions.

While there are many benefits to using this platform for advertising, marketers should be careful as they run the risk that they will annoy or overwhelm shoppers. Ads that bombard potential customers could damage a brand’s reputation and discourage consumers from buying.

More advertising opportunities Walmart will start broadcasting 30-second audio advertisements over its store radio in the later part of this year. Walmart also plans to set up demo stations on weekends, where customers can try out products. These demo stations will allow consumers to scan QR codes, which will then trigger pop-ups with shopping ideas, seasonal information, and meal suggestions.

Brands can mix and match different in-store advertising offerings, and run campaigns on multiple formats simultaneously.

What did Walmart say? Walmart Senior Vice President of Retail Media Ryan Mayward said that the new advertising offerings presented by Walmart are a great opportunity for advertisers and consumers. He told CNBC :

• It’s complimentary advertising. It helps you to make connections between different products, and decide if you need the second one.
• When you consider our store, store footprint, and percentage of Americans we reach through our store, we can deliver Super Bowl audiences every week.

Why Now? This move follows the announcement by its supermarket competitor, Kroger that it would be launching in-store smart screens and a self-service advertising platform for marketers. Target has also been testing in-store demons at 200 stores across the US.

Walmart Q2 earnings report provides more details on the company’s performance and plans for the future.

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