The core differences between Walmart and Amazon Advertising — Destaney Wishon // BetterAMS
- B2B
- Programmatic Advertising, Data & Analytics
- eCommerce, Advertising Platform
- Performance Marketing
- Part 1How Amazon Advertising has matured — Destaney Wishon // BetterAMS
- Part 2 The core differences between Walmart and Amazon Advertising — Destaney Wishon // BetterAMS
Show Notes
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02:17The difference between Amazon and Walmart advertisingAmazon was able to grow a lot of loyalty on the third-party side by allowing anyone to build a brand. On the other hand, Walmart prioritizes its 1P business, giving preference to first-party vendors who have been selling in stores for the past 30 years on the Walmart.com side.
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04:25A comparison of Walmart and Amazons advertising platformsThe Walmart advertising platform closely resembles what Amazon had six years ago, with similar features such as keyword and product targeting. However, Walmart needs to improve its data and analytics, and prioritizes auto campaigns, while Amazon prioritizes manual campaigns.
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05:27Brands shifting advertising budgets to WalmartOn the seller side, budget prioritization typically is on Amazon, and the leftover budget goes to Walmart. However, brands are making early investments in Walmart to gain more reviews and improve their organic rank for a competitive advantage over newcomers in their category.
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07:43Useful Walmart assets for non eCommerce marketersWalmart has developed its DSP with Trade Desk, which resembles the structure of Amazon's DSP, suggesting that Walmart is moving towards general advertising. Although it is too early to confirm the move, marketers are currently using the platform for awareness building.
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08:25How to allocate budget to Amazon and Walmart as an eCommerce advertiserTo determine which platform is driving higher returns, advertisers should target specific keywords and analyze the CPC and volume metrics for each platform. However, Walmart is currently cheaper compared to Amazon, where the cost per click can be as high as $40.
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10:07Comparing Amazon and Walmart advertising for effective direct response marketingAmazon's ability to move up the funnel and tie in its audience targeting is incredibly powerful. If marketers are working with a budget of $5000 or more, Amazon would be ideal for getting the most direct response.
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10:50Staying up to date with Amazon and Walmart advertising platformsBoth platforms are moving quickly in terms of changes and updates, pushing up the barrier to entry. As a result, marketers and advertisers are advised to stay up-to-date and learn as much as possible through resources like LinkedIn.
Quotes
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"In the last 12 months, we've seen Walmart start making investments on the Walmart Connect side of the marketplace to potentially poise themself as a player." -Destaney Wishon, CEO, BetterAMS
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"Walmart gives prioritization to their 1P business. So everyone whos been selling in stores for the last 30 years is getting priority and advancements on the Walmart.com side." -Destaney Wishon, CEO, BetterAMS
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"Walmarts advertising platform is almost identical to what Amazon was six years ago. However, rather than trying to reinvent the wheel, they're learning from a lot of the areas where Amazon failed." -Destaney Wishon, CEO, BetterAMS
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"Down to sponsored display and sponsored video rollouts, that's how close Walmart is to copying the footprint of Amazon." -Destaney Wishon, CEO, BetterAMS
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"We're seeing a lot of brands make early investments into Walmart and shift more budget over there to start gaining reviews quicker and start organically ranking on page one." -Destaney Wishon, CEO, BetterAMS
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"Right now, across the board, Walmart is much cheaper to advertise on, because Amazon's gained so much popularity on the search side, we see $40 cost per clicks frequently." -Destaney Wishon, CEO, BetterAMS
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"On Amazon, on the advertising side, there's a new rollout pretty much every week or every two weeks, so the barrier of entry is getting higher and higher." -Destaney Wishon, CEO, BetterAMS
- Part 1How Amazon Advertising has matured — Destaney Wishon // BetterAMS
- Part 2 The core differences between Walmart and Amazon Advertising — Destaney Wishon // BetterAMS
Up Next:
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Part 1How Amazon Advertising has matured — Destaney Wishon // BetterAMS
Destaney Wishon, CEO at BetterAMS, explores what's going on with Amazon's ad business. Amazon has outgrown its eCommerce origins to become a major player in the digital advertising space. Ultimately, people only visit Amazon.com to search for or purchase a product, and many of the world’s largest brands have started to see the benefits of being able to serve an ad directly to someone who is 100% looking to purchase. Today, Destaney discusses how Amazon advertising has matured.
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Part 2The core differences between Walmart and Amazon Advertising — Destaney Wishon // BetterAMS
Destaney Wishon, CEO at BetterAMS, explores what's going on with Amazon's ad business. Walmart is investing heavily in expanding its media capabilities to compete with Amazon for a bigger slice of the digital advertising market. Although they still trail Amazon in this regard, Walmart is committed to improving its offerings and attracting more advertisers. Today, Destaney discusses the differences between Walmart and Amazon advertising.
