Janice R. Andrews
Sam’s Club®, a well-known membership warehouse club and part of Walmart Inc., has introduced full-funnel video advertising capabilities as a creative addition to its Member Access Platform (MAP). This update addresses onsite, in-app, and offsite channels, satisfying the preference of 66% of customers to learn about products via videos. The purpose of the new video ad types is to improve members’ shopping experiences at different points in their purchasing process.
The vice president and general manager of Sam’s Club MAP, Lex Josephs, said, “Our mission is to continuously add value for our members by providing a high-engagement, brand-safe environment.” “Our new video capabilities will help advertisers connect with members through compelling video content, enhancing engagement and click-through rates.”
Among the recently released forms for video advertising are:
- Connected TV (CTV) Ads: Through premium third-party inventory, advertisers can engage members who are watching content on streaming devices with these ads, which are provided through a relationship with The Trade Desk (TTD).
- Sponsored Videos: Designed to visually tell brand and product stories and increase awareness and consideration, these videos show up within the Sam’s Club app search results.
- Interactive Videos: By utilizing eko’s technology, these videos let viewers engage with products and offer a thorough, practical examination of their salient characteristics and dimensions.
The importance of this achievement was emphasized by Mic Zavarella, Vice President of Marketing at PepsiCo: “Combining video with Sam’s Club’s first-party data is a major milestone.” With the help of MAP’s new video solutions, we will be able to effectively influence members’ purchasing decisions by reaching out to them with interesting and pertinent content at key points in their shopping journeys.”
Comprehensive performance indicators available via the Sam’s Club Media and Sales Performance Dashboard will be advantageous to advertisers. With the central source of truth provided by this integrated dashboard, real-time optimization and improved business results are possible. Interactive Videos also follow the Video Ad Serving Template (VAST) guidelines, which guarantees efficient tracking, distribution, and measurement.
The fast expansion of this ad format highlights its significance, as CTV ad spending is expected to reach $30 billion in the United States by the end of the year. A full-funnel approach must include Sam’s Club MAP CTV advertisements, which give marketers the ability to reach members at every point of the shopping cycle and use AI to maximize conversions and return on ad spend (ROAS).
The capacity of Sam’s Club MAP to display Sponsored Videos in search grids sets it apart from rivals. This function is essential for encouraging basket building, launching new items, and interacting with a rising percentage of Sam’s Club members. Members can directly add products to their baskets by clicking on these videos, which take them to the product page.
Sam’s Club provides members with an unmatched digital shopping experience on product detail pages by partnering with eko. This partnership enables members to dynamically explore things and build unique brand exposure and engagement.
Get in touch with Sam’s Club MAP directly for more information on their latest CTV advertisements, Sponsored Videos, and Interactive Videos.
