Janice R. Andrews
A component of Walmart Inc., Sam’s Club, has announced that its Member Access Platform (MAP) now offers full-funnel video advertising capabilities. Thanks to this creative initiative, advertisers may interact with Sam’s Club members through video advertising on onsite, in-app, and offshore platforms.
Based on research, 66% of consumers would rather watch a video to learn about a product, which makes video advertising an effective way to engage viewers. Sam’s Club MAP’s Vice President and General Manager, Lex Josephs, highlighted the platform’s dedication to bringing members value by creating a high-engagement and brand-safe environment.
With the help of the enhanced features, advertisers may now take advantage of Sponsored Videos, Interactive Videos, and Connected TV (CTV) advertising, combining them with extensive first-party member data for more precise targeting. Through the creation of an immersive video experience that spans the whole buying path, advertisers are able to target both new and lapsed members, as well as raise awareness for the debut of new products.
Sam’s Club MAP Video Advertising’s salient features include:
- Connected TV Ads (CTV): Through collaborations with The Trade Desk, pertinent MAP CTV commercials can be aired on streaming platforms, attracting members’ attention with brand-safe premium inventory from third parties.
- Sponsored Videos: Presented in the search grid on search results pages, Sponsored Product Ads (SPA) within the Sam’s Club app visually tell the story of a brand and item to increase awareness and consideration.
- Interactive movies: Designed in partnership with eko, these interactive Product Detail Page (PDP) movies let users interact with the product, hands-on investigating its characteristics, measurements, and other details.
Vice President of Marketing at PepsiCo Mic Zavarella emphasised the value of integrating video with first-party data from Sam’s Club, saying that MAP’s new video solutions will allow them to target members at critical points in their shopping journeys.
Through the Sam’s Club Media and Sales Performance Dashboard, advertisers will have access to performance analytics that will enable them to optimise campaigns in real-time. With the help of this integrated dashboard, CTV advertisements and Sponsored Videos can be measured, guaranteeing efficient video delivery and monitoring adherence to Video Ad Serving Template (VAST) guidelines.
The Quick Development of CTV:
One of the fastest-growing ad formats is CTV, with expected expenditure on the medium exceeding $30 billion in the United States by the end of the year. Using AI to maximise conversions and return on ad spend, Sam’s Club MAP CTV advertisements, in conjunction with offsite display and retargeting, create a holistic plan to reach members at every stage of the buying journey.
Advertised Videos in Grid Search Results:
One innovative way to reach a growing segment of Sam’s Club members is through the placement of Sponsored Videos, a unique element of Sam’s Club MAP, in search grids. Sponsored Videos are an excellent tool for advertisers to introduce new products, encourage members to create baskets, and direct members to the relevant item page for easy shopping.
Interactive Video Experience in-Club:
A collaboration between eko and Sam’s Club provides an unparalleled online buying experience straight from Sam’s Club product detail pages. Marketers have the ability to design a “in-club experience” that enables consumers to actively investigate every facet of a product in order to generate interest and brand exposure in novel and fascinating ways.
Get in touch with Sam’s Club MAP here to learn more about their latest CTV advertisements, Sponsored Videos, and Interactive Videos.
Concerning Sam’s Club:
With around 600 locations across the United States and Puerto Rico, Sam’s Club, a division of Walmart Inc., is a well-known membership warehouse club that provides exceptional goods, discounts, and services to millions of members. Sam’s Club, which is marking its 40th anniversary, is still revolutionising warehouse shopping by offering a carefully chosen selection of premium fresh food, Member’s Mark products, and cutting-edge technology.
About the Member Access Platform for Sam’s Club:
The goal of Sam’s Club Member Access Platform (MAP) is to give members the most beneficial and enriching advertising experience possible. MAP provides a multi-touchpoint experience with a member-first mindset, enabling members to learn about new items via a variety of channels, such as in-store, online, and with services like curbside pickup and delivery. The goal of MAP is to give partners the means, resources, and chances to successfully and efficiently engage members with the use of the platform’s blend of first-party data, people, goods, and procedures.
