Walmart has added an innovation partner programme to its Connect advertising network. It is also opening access to popular third-party platforms like TikTok, Snapchat, and Roku. Social media and live streaming are used to help brands reach Gen Z consumers. The former includes TikTok and Snapchat, and the latter Roku, Firework and TalkShopLive. The retailer is using Snapchat for the ability to measure omnichannel sales lift with ad formats like Snap Ads, Collection Ads, and Snap AR. TikTok similarly offers in-feed ads for formats like sound-on and full-screen video through a first-to-market partnership. Firework is helping brands produce supplier-funded, premium, mobile-first shopping events. TalkShopLive already had an existing relationship with Walmart, which also acquired Roku, which makes buying products from streaming TV ads easier. The availability of search advertising formats has also been widened. Walmart’s advertising revenue crossed $2 billion last year. It is expected that 17% of all e-commerce sales will come from social media by 2025.

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