Morning Brew - ☕ Connecting dots

Walmart x TikTok x Snap.
Morning Brew September 20, 2022

Marketing Brew

Wistia

It’s Tuesday. Huge news for fans of the podcast Serial (and advertiser MailChimp): Adnan Syed, whose 2000 murder conviction was scrutinized in the series’ blockbuster first season, has been released from prison and his conviction vacated.

In today’s edition:

—Ryan Barwick, Minda Smiley

RETAIL

Walmart feat. TikTok and Snap

Walmart storefront Yvandube/Getty Images

Executives at Walmart are learning those embarrassing dances only teenagers should know.

Its retail media business announced it would be partnering with both Snap and TikTok.

  • Specifically, the partnership will enable advertisers that use Walmart Connect to buy in-stream ads on TikTok and image, AR, and e-commerce ads on Snap.
  • Instead of just buying ads directly on those platforms, advertisers will be able to layer on everything Walmart knows about its shoppers for targeting and measurement. It’s further growth for an ad business that brought in $2.1 billion for Walmart last year.

“We know where millennials are, where Gen Z [is]. We’re now seeing commerce on all these platforms…this is where our customers are interacting, especially a lot of our younger customers,” Rich Lehrfeld, SVP and GM of Walmart Connect, told us.

Lehrfed declined to say how much of a premium this inventory would demand. Advertisers that use Walmart’s DSP commit to a mandatory minimum spend, but he declined to share a number.

Zoom out: Retail media networks are a booming segment of the industry that could reach $101 billion in 2022 and represented 18% of global digital advertising revenue as of 2021, according to GroupM forecasts.

Target’s got one. So does Kroger, which added CTV and video inventory last week. Even Marriott created a media network earlier this year.

  • Effectively, they enable retailers like Walmart to serve an ad for baby food to a customer—presumably, one they assume just had a kid based on prior purchases—and then measure whether that person saw the ad before buying pureed carrots from Walmart.

Globally, approximately 230 million customers visit Walmart-owned properties every week, either in store or online. That’s a lot of scale.

Continue reading here.—RB

        

TOGETHER WITH WISTIA

Plan to grow with video

Wistia

On the fence about video marketing? Hop on down and try it for free with Wistia.

Wistia can help you create and host brand-building, attention-getting video, whether you’re just getting started in video marketing or looking to level up your existing strategy.

This intuitive video marketing platform has everything your biz needs to thrive with video: high-quality hosting, accessibility features, lead-gen tools, a ton of integrations, world-class analytics, and a whole lot more.

Wistia lets you create, host, market, and analyze your videos all in one place. Equip your marketing toolkit and kick-start your strategy with truly intuitive video marketing.

Get started with Wistia for free right here.

        

MARKETING

Coworking with Shira Abel

Shira Abel in Marketing Brew's Coworking series Shira Abel

Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Shira Abel is the founder and CEO of Hunter & Bard, an account-based marketing agency that’s worked with companies like Siemens.

What’s your favorite ad campaign? This is a little different, but I love what the Washington Post does with their TikTok (1.4 million followers). It’s hilarious and does a great job of explaining the news while also making fun of it.

One thing we can’t guess from your LinkedIn profile? I’m obsessed with interior design and had an interior design blog for three years that was featured in Apartment Therapy and Design*Sponge.

What marketing trend are you most optimistic about? Least? I’m biased, because this is what I do every day, but I’m most optimistic about account-based marketing. We see the results, and it just works. When you deliver the right message to the right audience, the results come in better than in any other form of marketing. Keep in mind, it’s not for every product. Because of the amount of segmentation and targeted messaging, this takes more time than other forms of marketing—so it’s only appropriate for high-value services and products.

As for the trend I’m least optimistic about, it is people cutting corners on their creative content just to get something out there. It’s not that content marketing doesn’t work—it’s that you’re doing it wrong.

What’s one marketing-related podcast, social account, or series you’d recommend? Ann Handley’s newsletter Total Annarchy is phenomenal. She writes about writing in a way that engages, encourages, and educates you, all while being entertaining.

I also want to recommend AJ Wilcox’s LinkedIn Ads Show. Early in the pandemic, I was trying and struggling to get great results from my LinkedIn ads when I saw a webinar by him. I sent him some questions, and he answered everything. A lot of thought leadership tips are vague and not useful, but he gives specific recommendations that are really helpful.

        

TOGETHER WITH VISTAR MEDIA

Vistar Media

Build your brand on a billboard. You’ve seen it in waiting rooms, at malls, and even on highway signage—digital out-of-home (DOOH) advertising gives your business the chance to create bold, unforgettable moments everywhere your shoppers go. And Vistar Media is your brand’s one-stop shop for DOOH strategies, creatives, and results. Learn more here.

        

FRENCH PRESS

French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Baby, come back: Amazon is opening up email marketing capabilities to brands and sellers early next year, making repeat customers, recent customers, and high-spend customers targetable.

You’ve got mail: This report breaks down the best practices for using LinkedIn InMail.

[Typing sounds]: Need some inspiration? Here are more than 100 (!) fill-in-the-blank blog title ideas.

Learn: Marketing is never one size fits all, but the Brew’s Leadership Accelerator can shape you into a leader prepared to keep up with every trend. The course starts next week—sign up now!

Snag a seat with Gen Z’s cool kids using Snapchat’s branding tools. The app reaches 90% of Gen Zers, an audience that’s hard to capture elsewhere. Take a W among the bucket-hat-wearing brethren with Snap.*

*This is sponsored advertising content.

EVENTS

Have you been wondering how HBO is crushing the modern marketing game (any House of the Dragon stans)? Or how Duolingo’s Duo the owl became a storytelling sensation on TikTok? And really, how the heck has Vans managed to transcend the generations and stay part of the cool crowd, even as our beloved skinny jeans get dunked on day after day?

Well, you’ll find the answer to all these questions and more (yes, much more) at the biggest Marketing Brew event yet: The Brief on Nov. 15. This jam-packed day of panels, presentations, and networking will give you strategies to implement immediately, plus the chance to interact personally with some of the best in the industry (not to mention your fellow marketing rock stars). Quick: We have advanced pricing for only a limited time, so grab your ticket here before the cost goes up!

WHAT ELSE IS BREWING

  • McDonald’s is reopening three locations in Ukraine this week after previously shutting down operations due to Russia’s invasion of the country.
  • Tripadvisor has established an in-house agency that will do creative and media work for external brands.
  • Disney is seeking CPMs of $50 and a $2 million commitment from advertisers interested in its forthcoming ad-supported tier.
  • Beyond Meat’s COO was arrested after allegedly biting a man’s nose after a college football game.
  • Bustle Digital Group is shutting down tech site Input and laying off staff at sister site Mic.

TUESDAY TRIVIA

“Every kiss begins with Kay” has been ubiquitous since it debuted as Kay Jewelers’ tagline. Which ad agency created it?

  1. Stern Advertising
  2. McKinney
  3. Leo Burnett Worldwide
  4. BBDO

Keep scrolling for the answer.

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TRIVIA ANSWER

1. Stern Advertising penned the iconic, oft-sung tagline in 1985.

 

Written by Ryan Barwick, Minda Smiley, and Kelsey Sutton

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