Walmart Connect pushes brand lift studies to attract holiday ad budgets

Walmart Connect has started pitching on-site brand lift studies directly to brands as it seeks to secure a larger share of holiday ad budgets. Agency executives told Digiday that several clients have been approached, though Walmart declined to comment. The initiative comes as brands are finalising their Q4 and 2027 media budgets, with measurement and proof of incrementality becoming central to spending decisions.

The lack of standardised measurement and walled-garden data has made it difficult for marketers to assess retail media performance. Walmart’s approach aims to address these concerns by providing brands with specific insights into their campaign results. Agency sources say this could help Walmart compete more directly with Amazon by offering clearer evidence of return on investment.

Brand lift studies can be costly and slow, sometimes taking up to nine weeks for results, and require significant spend commitments. However, agency leaders expect more retailers to follow Walmart’s lead as demand for transparent measurement grows. For CMOs and marketing leaders in regulated sectors, the trend signals a shift towards more accountable media investment, though challenges with data access and speed remain.