How Walmart's ad business stacks up to Amazon, tech salary data, and Netflix's Brazil audience.Walmart's bid for part of TikTok's ad business shows its ambitions to take on Amazon. E-commerce insiders detail the strengths and weaknesses of its ad strategy.
Last week, Walmart confirmed that it worked with Microsoft to make a bid for TikTok's US business to compete with Amazon, particularly in advertising. I looked at how Walmart's advertising business stacks up to Amazon. Advertising experts said that Walmart trails behind Amazon in areas like measurement, its advertising auction, and self-serve technology that lets advertisers of all stripes run campaigns.
While Walmart has a big opportunity to roll out new technology and use store data to compete with Amazon, ad budgets are significantly smaller than Amazon ad budgets. Curtis Rummel, lead client strategist at e-commerce agency Marketplace Strategy, estimated that clients put 5% to 10% of the budgets that are spent advertising on Amazon on Walmart campaigns.
Great proposition. Would love to see a real Amazon competitor. Whilst I don’t use Tik Tok, there’s no denying it’s monetisation potential.
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