Connected TV Ads, Sponsored Videos and Interactive Videos enable
advertisers to leverage robust first-party data and insights to
engage Sam’s Club members with video advertising
Sam's Club®, a division of Walmart Inc. and a leading membership
warehouse club, announces Sam’s Club Member Access Platform (MAP)
has launched full-funnel video advertising onsite, in-app and
offsite. Research shows that 66% of consumers prefer watching a
video to learn about an item, and MAP’s new innovative capabilities
ensure that wherever a member is in their buying and inspiration
journey, video creates a more engaging experience.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20231212802024/en/
Sam’s Club MAP Launches Full Funnel Video
Capabilities with Advanced Member Measurement (Graphic: Business
Wire)
“At Sam’s Club MAP, we are always looking for new ways to bring
more value to our members, and building an additive ads experience
across video ad formats enables us to do that in a brand-safe and
high-engagement environment,” said Lex Josephs, vice president and
general manager of Sam's Club MAP. “We know our members stay
engaged longer and show stronger click-through rates when we serve
them up videos, and our new capabilities will help advertisers
engage our members with video advertising.”
Advertisers can layer Connected TV (CTV) ads, Sponsored Videos
and Interactive Videos with deep first-party member data to unlock
sophisticated targeting to reach new-to-brand and lapsed members,
drive awareness for new item launches and create a synergistic
video experience:
- CTV ads: If members are watching content on a streaming
device, they will see relevant MAP CTV advertisements through a
partnership with The Trade Desk (TTD) that enables advertisers to
engage members across brand-safe third-party premium
inventory.
- Sponsored Videos: While members are searching for their
favorite items in the Sam’s Club app, MAP serves them Sponsored
Product Ads (SPA) that drive awareness and consideration by
visually telling a brand and item’s story within the search grid on
search results pages.
- Interactive Videos: eko’s interactive PDP videos let
members engage with the item, offering a “hands-on” way to explore
how it works, key features, dimensions and more.
“Combining the power of video with Sam’s Club’s first-party data
is a major milestone for PepsiCo,” said Mic Zavarella, Vice
President, Marketing, PepsiCo. “MAP’s new video solutions will
allow us to reach members at pivotal moments throughout their
shopping journey, with highly engaging and relevant product
information that will help drive purchase decisions – all with
measurable results.”
Advertisers gain access to the performance metrics they need to
optimize campaigns while they are still in flight and drive
stronger business outcomes. CTV ads and Sponsored Videos will be
measurable through the Sam’s Club Media and Sales Performance
Dashboard, an innovative, integrated dashboard that serves as a
central source of truth for campaign performance with Sam's Club
MAP. Additionally, Interactive Videos are compliant with Video Ad
Serving Template (VAST) tagging standards to ensure they support
effective video delivery, tracking and measurement and provide
members a smooth, additive experience.
Capitalizing on CTV’s Rapid Growth
CTV ad spending is projected to exceed $30 billion in the U.S.
next year, making it one of the fastest-growing ad formats. Its
effectiveness in influencing user behavior makes it crucial for
advertisers to leverage across their campaigns.
Sam’s Club MAP CTV ads are a vital component of a full-funnel
strategy, along with offsite display and retargeting, that enable
advertisers to reach Sam’s Club members at every step of the
shopping journey and build custom member audiences and campaigns.
They leverage AI to optimize conversions and return on ad spend
(ROAS) based on viewership, behavior and frequency. Advertisers can
reach incremental cord-cutting audiences with precise targeting
complemented by advanced campaign performance measurement and
attributed omnichannel sales results.
Place Sponsored Videos in search grids
Sponsored Videos stands apart from competitive offerings in its
ability to place video in search grids —critical to reaching an
ever-growing segment of Sam’s Club members.
With Sam’s Club MAP’s distinctive capabilities, advertisers can
use Sponsored Videos to launch new items and promote basket
building. Additionally, clicking on the video directs members to
the related item page, and they can add an item to their carts
directly from the ad. Advertisers will have access to Sponsored
Product Ads campaign and omnichannel closed-loop sales performance
in a single self-service dashboard.
A view from all sides
The partnership between Sam’s Club and eko offers an unrivaled
digital shopping experience directly from Sam’s Club product detail
pages. Advertisers can create an “in-club experience,” allowing
members to dynamically explore every aspect of an item to help
drive brand awareness and engagement in unique and captivating
ways.
For more information about Sam’s Club MAP’s new CTV ads,
Sponsored Videos and Interactive Videos, contact Sam’s Club MAP
here.
About Sam’s Club
Sam’s Club®, a division of Walmart Inc. (NYSE: WMT), is a
leading membership warehouse club offering superior products,
savings and services to millions of members in nearly 600 clubs in
the U.S. and Puerto Rico. Now in its 40th year, Sam’s Club
continues to redefine warehouse shopping with its highly curated
assortment of high-quality fresh food and Member’s Mark® items, in
addition to market leading technologies and services like Scan
& Go™️, Curbside Pickup and home delivery service in select
markets. To learn more about Sam's Club, visit the Sam's Club
Newsroom, shop at SamsClub.com and interact with Sam's Club on
LinkedIn, X (formerly known as Twitter), Facebook, Instagram,
TikTok and Pinterest.
About Sam’s Club Member Access Platform
At Sam’s Club, we are member obsessed. We lead with this
obsession by offering a curated assortment of high-quality items at
an incredible value. We lead with this obsession by providing our
members with a multi-touchpoint experience, whether they are
shopping our Clubs, on SamsClub.com, in-app or with Curbside Pickup
and Delivery. We lead with this obsession every day.
We know our members want a shopping experience that is easy,
convenient and personalized. And we know that our agencies, ad tech
platforms, suppliers and advertisers want to reach our members
efficiently and effectively. With MAP [Member Access Platform], our
journey starts with our members. Next, we create and give partners
experiences, tools and opportunities that help members discover new
products at the time they need and want them.
MAP’s mission is to provide the most valuable and additive ads
experience to our members. It's our member-first approach that
differentiates us, along with the combination of our platform, our
products, our people, our processes and our first-party data.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20231212802024/en/
Highwire PR for Sam’s Club MAP sams.club@highwirepr.com
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