I thought you were going to dive into the effectiveness of this spend to drive online ROI. Amazon has amazing scale, ad units drive ROI but lately the intense war of competition has made it harder. Not sure I know of many brands that are finding online ROI at Walmart or the other retailers once you leave Amazon. Specifically speaking to online only ROI not blended across the in-store sales.
I have not seen a client's numbers on Walmart in particular, but my guess is the direct measured ROI would work. It is all auction, so it is possible that the bids are being driven up to the point where measures ROI is negative. That may be the end state when sophisticated advertisers start finding a way to measure in-store sales lift, but I doubt that is happening now.
I thought you were going to dive into the effectiveness of this spend to drive online ROI. Amazon has amazing scale, ad units drive ROI but lately the intense war of competition has made it harder. Not sure I know of many brands that are finding online ROI at Walmart or the other retailers once you leave Amazon. Specifically speaking to online only ROI not blended across the in-store sales.
I have not seen a client's numbers on Walmart in particular, but my guess is the direct measured ROI would work. It is all auction, so it is possible that the bids are being driven up to the point where measures ROI is negative. That may be the end state when sophisticated advertisers start finding a way to measure in-store sales lift, but I doubt that is happening now.
Have you done any spend on Walmart's ad network?