Walmart pitches lift studies as brands question retail-media returns
Walmart Connect is approaching brands with on-site brand lift studies ahead of holiday campaigns, according to three agency executives who spoke with Digiday. Mile Marker's Anthony Costanzo said at least four of the agency's clients are participating. Walmart offers the studies based on advertiser spend, although the executives did not disclose the thresholds. PrograMetrix's Lacie Edgeman said reporting can take up to nine weeks after a campaign ends. Agency buyers still question how well retailer-controlled studies distinguish new sales from purchases shoppers would have made anyway.
THE BREAKDOWN
Agree on attribution before a retail partner adds a creator's content to its media campaign. Ask who controls the test group and which sales window the retailer will use. Keep the talent's payment schedule independent of a report that could arrive nine weeks after delivery. Treat a brand lift study as evidence about that campaign, not proof that a creator caused every attributed sale. Price retailer reuse and paid distribution as separate rights in the scope.
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