We’ve acquired Video Game Insights (VGI)!
Sensor Tower · Sensor Tower · November 2024
Retail Media Monthly: Walmart Pressed Play on Toys Ads
September saw an exciting surge of Toys advertising at Walmart. Find out which toys stole the show, which channels led the charge, and how Walmart’s playful campaigns are creating excitement ahead of the holiday season.
At Walmart, Impressions for Toys Skyrocketed by 10x MoM
In September, Toy advertisers saw a remarkable 10x surge in retail media impressions at Walmart, reaching levels even higher than last year’s Black Friday and Holiday peaks. In fact, in September, Toys rose to become the 4th most heavily advertised category at Walmart, a significant jump from its 26th place ranking in August.
Bluey Topped All Toys Advertisers, Earning 109M Impressions
On Walmart’s Retail Media Network, an impressive range of 64 different Toys were advertised in September, with Bluey, Squishmallows, and FurReal Friends leading the charge. On Facebook and Instagram, Walmart generated social media buzz surrounding the launch of Beetlejuice-themed Squishmallows, linking to the excitement of the new Beetlejuice movie release.
95% of Toys Impressions Occurred on Social Media, Led by TikTok
In September, Toys advertisers prioritized social media channels within Walmart’s RMN, with a strong focus on TikTok and Snapchat. Mattel Pixar earned almost all September impressions on TikTok (99%), where multiple NASCAR drivers were featured in ads promoting toy cars. On YouTube, Walmart demonstrated their express delivery service in a playful ad where a Mattel Barbie needed a quick replacement.
Walmart’s “Freak Out!” Campaign Took Center Stage
Within the Toys category, Walmart’s messaging was led by a “Toys That Will Make Your Kids Freak Out” campaign, which featured multiple products battling in a dance-off. The hero video creative was promoted across YouTube, TikTok, and Snapchat, while static images from the ad extended the campaign’s reach across Facebook, Instagram, and OffSite Display. Bluey, FurReal Friends, and Squishmallows were featured most prominently in the campaign.
Are you ready to see how your competitors are investing in retail media networks? Pathmatics by Sensor Tower Retail Media Insights provides marketers with complete visibility into the co-branded digital advertising ecosystem and retail media networks. This monthly highlight provides only a small sample of the potential insights and use cases. Learn more by requesting a demo below.
