Walmart Connect, the retailer's advertising arm, reported a 33% increase in the U.S. last quarter. This growth significantly outpaces the overall retail media market.
The division's performance outpaces Walmart’s retail sales growth by six times. Walmart Connect is now a crucial contributor to operating income, supporting the company's strategy to diversify into higher-margin revenue streams.
The retailer is seeing major returns from acquiring smart TV manufacturer Vizio. Vizio integration enhanced Walmart's Connected TV (CTV) advertising capabilities, creating a powerful link between ad viewership and purchasing.
Customers who view CTV ads are 28% more likely to buy products from Walmart. This metric demonstrates the platform's success in driving sales and offering full-funnel advertising solutions.