Walmart offers certification for retail media network advertisers
Walmart is trying to help advertisers use best practices in targeting its customers.
The discount giant is introducing the Walmart Connect Academy Ad Certification program. Launched in 2021 as a revamped version of the Walmart Media Group, Walmart Connect is designed to enable advertisers to drive more effectiveness with their overall media spend.
Through certification, Walmart intends for advertisers participating in Walmart Connect to be able to optimize best practices for growth while earning post-certification badges.
To earn a badge, participants complete coursework and a knowledge check, or go directly to a final time-bound assessment. With a passing score of 80% and completion of a feedback survey, participants are granted a LinkedIn-enabled digital credential that is valid for one year.
Walmart partnered with media investment company GroupM for a beta test to understand the value of certification for a range of user types, with positive results. More than 500 commerce-focused GroupM employees received early access for certification.
Current Walmart Connect advertisers, partners and agencies, as well as prospective advertisers and students, can obtain certification. This includes self-serve advertisers as well as advertisers whose access is managed by Walmart.
Current courses
Connect Ad Certification is launching in phases. Initial courses include:
1. Walmart Connect Retail Media (two courses): Foundational understanding of retail media and Walmart Connect’s offerings
2. Sponsored Products (11 courses): Setting campaign goals, ad placements, bids and budgets, reporting, and how to optimize campaign performance
3. Sponsored Brands (three to four courses): Product eligibility, effective targeting techniques, setting competitive bids and budgets, adding images, creating ad groups and reporting
4. Sponsored Videos (two to three courses): Product eligibility, creating and uploading video assets, creating campaigns, optimizing performance and leveraging all the available reporting options
Display self-serve courses will be introduced in 2024, and Walmart plans to continue to expand course types. General access begins Monday, Oct. 16, 2023.
Other recent upgrades and new features Walmart has rolled out for Walmart Connect in recent months include enabling video ads within its sponsored search product and expanding its range of creative partners.
“This in-depth and comprehensive training and education democratizes access to Walmart Connect’s best practices, across service types,” Kara Rousseau, head of marketing & lightbox creative, Walmart Connect, said in a corporate blog post. “Certification is one of many offerings we’ve introduced to support businesses of all sizes to grow with Walmart."