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H2 Media Opps: Walmart creative, in-store ads to be handled by new Publicis entity (Score 56)
Subject: Branding, creative, TV, Hispanic, print, online, digital, video, mobile radio, outdoor
Opportunity: Publicis Groupe is creating a new entity that will handle Walmart's creative and in-house advertising, as well as other non-advertising pieces of business. In a statement, Publicis said that Walmart will have access to "resources outside of marketing, including capabilities to support corporate reputation and technology that builds relationships with customers." Additionally, Publicis will pull talent from various agencies in order to handle the Walmart account; for example,
Note that media is not affected by this deal, and nothing has been announced on the media front since talks between Haworth and Walmart surfaced (more here).
Therefore, sellers, look for new creative campaigns to begin soon. Dollars should be available in online, in-store and TV channels, especially in Q4 (holiday season).
Incumbent: Walmart already works with Publicis' Golin will retain the PR account.
Media Spend: Kantar Media reports that Walmart spent $829.9 million on measured media in 2015.
National TV Spend: Walmart has spent $87.6 million on national TV ads so far this year, according to iSpot. Note that more money has been deployed this summer than the beginning of the year. Note, however, that Walmart has decreased spend in this channel this year - for the same period 2015 spend was $116.7 million. See chart for show targeting in 2016.
Digital Breakdown: Walmart has run 2,500+ display ads on 7,700+ publishers so far this year, per Moat (2% mobile). Top ad destinations include: hellobeautiful.com, vh1.com, essence.com, foodnetwork.com and univision.com (35% placed site direct versus programmatically). Walmart has also run 490 high impact and 102 video ads this year (55% of video ads were placed site direct).
For the same period 2015, Walmart ran 1,600+ display, 872 high impact and 62 video ads in 8,300+ publishers (13% mobile; 15% placed site direct).
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