Walmart takes another page from Amazon, reports 95% increase in U.S. advertising sales

Walmart | August 19, 2021

Walmart reported a 95% increase in its U.S. advertising sales in the second quarter, and said its number of active advertisers rose more than 175%, as more companies and brands paid to advertise their products to its customers, online and in stores.

The advertising boom was just one of the factors that gave Walmart’s earnings call a familiar ring to anyone who’s tuned into Amazon’s business.

“The phrase ‘serving customers’ has traditionally meant one thing at Walmart,” said Walmart CEO Doug McMillon on the earnings call, referring to traditional retail sales. “But today It includes serving marketplace sellers, our advertising partners, and those that want to use our fulfillment services or proprietary software.”

Walmart’s actual ad sales numbers weren’t large enough to require disclosure in its earnings report Tuesday, but Amazon has shown the value of this approach.
Reporting its own second quarter earnings, Amazon said its “Other” category, which primarily consists of advertising, generated $7.9 billion in sales. That was up 87% from the prior year. It’s part of a larger trend of Amazon making more money doing things other than selling products.
UBS analyst Michael Lasser pressed Walmart executives on the call to reveal more about the scale and potential of their ad business, without much success.
Lasser estimated that advertising sales in e-commerce represent about 5% to 10% of GMV, the gross merchandise value of products sold. He surmised that Walmart’s ad business might be in a nascent phase, perhaps 1% to 2% of GMV, and asked if ad dollars are coming at the expense of other revenue from Walmart’s vendors.

Brett Biggs, Walmart chief financial officer, didn’t confirm or deny Lasser’s speculation but spoke to the larger direction of Walmart’s advertising business.
“We rebranded the business from Walmart Media Group to Walmart Connect last year, and that was just to make sure that it was very clear that this opportunity is going to help us connect buyers, sellers, suppliers and customers all together in a way that’s accretive to the customer experience,” Biggs said. “And as long as we do that, I will remain very, very bullish on the growth potential in this business.”

Overall, Walmart reported total quarterly revenue of $141 billion, up 2%, with profits of $4.3 billion for the second quarter of its 2022 fiscal year, ended June 30, 2021.
For the quarter, Walmart’s e-commerce sales growth in the U.S. dropped back into the single-digits as more customers returned to physical retail stores.
Its U.S. e-commerce business grew 6% in the second quarter, to about $11 billion. That compared to year-over-year growth of more than 90% a year ago, at the height of the pandemic.
But looking at the long-term trends, Walmart was able to maintain much of the e-commerce headway that it made during the past year.
Its U.S. e-commerce sales are up 103% compared to two years ago. E-commerce now represents more than 11% of the company’s $98.2 billion in U.S. net sales, vs. 6% of its $85 billion in U.S. net sales for the same quarter two years ago.
McMillon said Walmart wants to reach a point where it’s “completely indifferent” as to where and how customers shop, in terms of its revenue and profits.
“I think some people view stores these days as boring,” McMillon said. “We don’t.”


Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference. Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry.


Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference. Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry.

Related News


Plymouth Rock Launches The Bostonians Ad Campaign

Plymouth Rock | July 20, 2022

Plymouth Rock Assurance today announced the official launch of its latest multi-channel ad campaign titled, “The Bostonians.” Assembling a cast of characters from across the Boston sports world, the new creative positions Plymouth Rock as the go-to insurance provider for Boston sports fans. “Plymouth Rock was founded with the idea to offer more than just insurance to our policyholders,” said Ethan Tarby, Chief Marketing Officer, Plymouth Rock Assurance Corporation. “Plymouth Rock was founded with the idea to offer more than just insurance to our policyholders,” said Ethan Tarby, Chief Marketing Officer, Plymouth Rock Assurance Corporation. “Today that includes a number of innovative product offerings, including our sports programs, which provide insurance benefits and unique access to our favorite sports teams. We think ‘The Bostonians’ campaign is a fun way to bring together the sports and insurance worlds – hopefully with a few laughs along the way.” “The Bostonians” campaign was created in partnership with Plymouth Rock’s lead creative agency, HeyLetsGo. Ads feature a fun cast of characters living together under one roof, all with two things in common — a relentless love for the Patriots, Red Sox and Bruins and an appreciation for Plymouth Rock insurance and their unique fan perks. This big, happy Boston sports family includes mascots Wally, Pat Patriot and Blades, Bruins announcer Jack Edwards, the Red Sox groundskeeper, the Bruins ice cleaner, a Patriots end zone Militia Man, a Patriots cheerleader, the beloved sister from Lawrence and their nosy next-door neighbor. The new work features seven 30-second spots styled after 80s and 90s sitcoms and even includes its own theme song. Ads will air across cable, digital and social channels. Videos can be viewed on and on Plymouth Rock’s YouTube channel. “Our goal for this campaign was to show how Plymouth Rock offers insurance solutions that are tailor-made for Boston sports fans,” said Tim Cawley, Chief Creative Officer at HeyLetsGo. “We want ‘The Bostonians’ to be more than just ads about Plymouth Rock’s great sports perks.” To learn more about Plymouth Rock auto and home insurance and its special perks for Boston sports fans, reach out to your local insurance agent or visit About Plymouth Rock Plymouth Rock was established to offer its customers a higher level of service and a more innovative set of products and features than they would expect from an insurance company. Plymouth Rock’s innovative approach puts customers’ convenience and satisfaction first, giving them the choice to do business the way they want – online, using a mobile device, by phone or with one of Plymouth Rock’s agents. Plymouth Rock Assurance® and Plymouth Rock® are brand names and service marks used by separate underwriting, managed insurance, and management companies that offer property and casualty insurance in multiple states. Taken together, the companies write and manage more than $1.6 billion in auto and home insurance premiums across Connecticut, Massachusetts, New Hampshire, New Jersey, New York and Pennsylvania. Each underwriting and managed insurance company is a separate legal entity that is financially responsible only for its own insurance products. You can learn more about us by visiting

Read More


Fiverr Makes a Move into the Advertising Industry with Togetherr™, a New Platform Designed to Change the Way Top Brands and World class creative

Fiverr | July 06, 2022

Togetherr™, a new platform for building world-class creative teams and connecting them with leading global brands and agencies, launches today. The platform, designed and built by Fiverr (NYSE: FVRR), and backed by industry-leading visionaries, uses proprietary technology, the Creative Genome, to construct award-winning teams, from an exclusive group of creative talent. These teams will be curated and matched to support brands and agencies on specific projects and campaigns. The advertising world has gone through massive changes in the last few decades. The emergence of new digital platforms, the fragmentation of media, the rise of tech giants, e-commerce, and science-based marketing, all dramatically influenced the relationships between brands and agencies. It has also now influenced the way creatives feel working for agencies which ultimately impacts the outcomes of marketing and advertising campaigns. Clients, creatives and agencies are now looking for better ways of working. “Long before the pandemic, our industry was stuck in a rut, slowly choking the creative energy and ambition that once defined our industry, The agency-of-record (AOR) model, based on hefty retainers, bloated head-counts, overheads, and complex processes, is not meeting today’s client needs. Clients need a lot more for less, and faster. Trying to meet these needs without changing our industry's complex system resulted in broken spirits, lack of bravery, lack of excitement, and short-termism. We lost our creative icons, our magicians, our storytellers. Creatives were driven out of our industry, and clients are now looking for them elsewhere. The last two years taught our clients that they can find creativity elsewhere, and produce campaigns better and faster.” -Amir Guy, Togetherr’s General Manager. With new and important marketing channels continuing to impact the industry, brands are re-thinking how to maximize creative output in the simplest way, said Micha Kaufman, CEO of Fiverr. Togetherr is a platform that aims to enable and accelerate new ways of working in the creative industry. When you allow yourself to look beyond the old system and challenge the way things have been done forever, you realize that talent can be found everywhere, on a global scale. You also find that diversity, which is so essential for creativity, becomes truly possible when you go beyond old constructs. Leading brands today often build their own creative capabilities in-house, and they need easy ways to augment them with outside independent talent and micro agencies on a project-by-project basis. Togetherr builds on Fiverr’s long-founded mission of revolutionizing how the world works together. This groundbreaking new platform puts talent and creativity at its core and uses technology powered by a cutting-edge AI engine to help leading brands engage with and manage teams of top-tier independent creatives to meet their project goals. The Creative Genome Talent on Togetherr is vetted manually and through the Creative Genome’s powerful technology - ensuring clients have access to the best and brightest in the industry. Creatives on the platform have won awards, worked on campaigns for some of the world’s top brands such as Nike, Coca-Cola, HBO, Apple, and Netflix, as well as agencies, and have won accolades from their peers, clients, and colleagues alike. All of these data points are collected by the Creative Genome in order to assemble top-notch teams to ensure that brands work with the most optimized teams possible, something no agency in the world can offer. For Brands Togetherr is flipping the agency model on its head. Brands will no longer be bound by bureaucracy, agencies-of-record, and long RFP processes to bring campaigns to life. With Togetherr, the platform obtains the brief from the client, and the powerful AI engine will build a team specifically curated for that particular project. They get access to world class talent at the click of a button - to enhance the capabilities of their in-house creative teams - a space we see a lot of brands building out - or to build an entire freelance creative team to deliver new ideas or test new approaches. Advisory Board Togetherr has been built alongside an advisory board of industry-leading visionaries including Per Pedersen, Mark Tutssel, Eva Santos Bouzos, Greg Hahn, Karin Onsager-Birch, Nellie Kim, David Sable, Mariam Banikarim, Craig Brommers, Amy Fuller, Shelley Diamond and more. In my mind, size and scale are not the keys to success, but rather talent, perseverance, and passion are the ultimate keys to unlocking creative success, said Greg Hahn, Co-founder and COO of Mischief and Togetherr Advisor. I’ve worked with big agencies and small agencies and founded a boutique small agency that does things differently. There’s no right or wrong way to unlock creativity, however, by putting talent and ideas over profits, you remove the pressure and make way for beautiful, bold, and diverse ideas. This is what Togetherr is all about - using technology to unlock people’s creativity and putting talent first. I am thrilled to have been a part of building this incredible platform and am excited to tap its potential myself. About Fiverr- Fiverr’s mission is to revolutionize how the world works together. We exist to democratize access to talent and to provide talent with access to opportunities so anyone can grow their business, brand, or dreams. From small businesses to Fortune 500, over 4 million customers worldwide worked with freelance talent on Fiverr in the past year, ensuring their workforces remain flexible, adaptive, and agile. With Fiverr’s Talent Cloud, companies can easily scale their teams from a talent pool of skilled professionals from over 160 countries across more than 550 categories, ranging from programming to 3D design, digital marketing to content creation, from video animation to architecture.

Read More


StackAdapt Launches into Emerging In-Game Channel with New Inventory

StackAdapt | July 21, 2022

StackAdapt (, the leading self-serve programmatic advertising platform, today announced it is launching the emerging channel of in-game inventory, adding a new element of non-intrusive, highly visible advertising to StackAdapt’s robust multi-channel offering. StackAdapt clients can run highly-viewable ad units on mobile, PC or gaming console, simultaneously with other channels such as CTV, audio or native. This is available globally across North America; Europe, the Middle East and Africa (EMEA); and Asia-Pacific (APAC), all with no contractual minimums, which is standard for all of StackAdapt’s channel offerings. Not only do clients gain guaranteed viewability with in-game, but benefits include brand-safe traffic with a high chance of brand recognition and impact since the inventory is delivered to a deeply engaged audience. These new ad units deliver the ability to diversify a digital media strategy. Blended in-game, specifically, is a non-intrusive format within in-game and blends seamlessly into the environment. Brands and advertisers are now able to utilize StackAdapt to reach an audience taking part in a fast-growing form of entertainment and do so in a hyper-attentive manner across gaming devices with little disruption. The exclusive inventory for StackAdapt users can be run alongside other multi-channel efforts seamlessly all in one platform. This delivery leads to campaigns that encourage multiple touch points for a target audience. “The gaming channel is now the most popular and profitable form of entertainment, meaning smart brands and advertisers need to engage this audience,” says Michael Shang, Vice President of Business Solutions at StackAdapt. “The gaming channel is now the most popular and profitable form of entertainment, meaning smart brands and advertisers need to engage this audience,” says Michael Shang, Vice President of Business Solutions at StackAdapt. “We understand the significant role gamers play in today’s consumer market, and it is important to us to give our clients a true multi-channel offering to reach key demographics in a targeted, non-intrusive but dynamic experience.” At launch, StackAdapt has partnered with multiple global supply partners to leverage their in-game advertising inventory across StackAdapt’s demand-side platform (DSP). Eligible campaigns also gain access to StackAdapt’s Creative Studio. To learn more about StackAdapt, please visit: About StackAdapt StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America by Deloitte and is rated the number 1 demand-side platform (DSP) on G2 and is the highest performing and easiest to use platform. For further information, visit

Read More