Walmart Leads Retail Media Networks with 'SEA SELECTIONS' Trademark Filing
Jul/16/2024
On July 3, Walmart Apollo filed a trademark for 'SEA SELECTIONS' covering non-live seafood, signaling its expansion in the food category. Concurrently, Walmart's retail media network, Walmart Connect, outperformed U.S. competitors by delivering 11 billion advertising impressions in Q1, as reported by Sensor Tower. This surpasses Target’s 7 billion impressions and positions Walmart as a leader in onsite media monetization. Walmart's strategic data-sharing partnerships with platforms like TikTok and Disney have bolstered its advertising reach both onsite and offsite. The report highlights the retail media sector's growth, with offsite media expected to drive future expansion. Notably, Walmart’s investment in ad-tech infrastructure and deep advertiser partnerships, exemplified by Chewy’s co-branded ads with Purina generating over 900 million impressions, underline its dominance. However, despite robust growth during the pandemic, the retail media momentum shows signs of cooling, with projected growth of 10.6% next year as market saturation approaches. Visualisation below shows new 'SEA SELECTIONS' by Walmart.
