The pilot partnership between TikTok and Walmart began in 2022. The results were promising, so Walmart Connect, a robust advertising platform that reaches Walmart’s extensive customer base both offline and online, now enables all advertisers to leverage this opportunity.
Currently, all Walmart Connect Managed Service advertisers (not yet available for Self-serve) can promote their products through TikTok’s in-feed, native video ad formats, combined with Walmart’s brand equity. The partnership allows advertisers to reach customers using Walmart Connect’s custom audience targeting, offering two TikTok native ad formats: TikTok Non-Spark Ads and Display Card interactive add-ons.
- What are Spark Ads on TikTok: https://ads.tiktok.com/help/article/spark-ads (Non-clickable link; you need to paste it into your browser. This seems due to some strange redirections on the TikTok support pages)
- What are TikTok interactive add-ons: https://ads.tiktok.com/help/article/using-product-anchor-link-in-video-shopping-ads-tiktok-shop?lang=en (Non-clickable link, as above)
- Official 2-page document highlighting the Walmart Connect x TikTok partnership