Walmart Connect has rolled out a video ad format for its Sponsored Products programme, making video a viable upper-funnel tactic directly within Walmart.com's search and browse experience. The format became available to all Walmart Marketplace sellers via Walmart Connect's self-serve advertising console on May 28, 2026.
How the Video Ad Format Works
Video ads appear in the same sponsored placement slots as standard image-based Sponsored Products but display a looping video instead of a static product image. Key specifications:
- Autoplay: Silent autoplay on scroll-into-view; users can tap or click to unmute
- Length: 6–30 seconds supported; 15 seconds recommended for search placement
- Aspect ratio: 16:9 (landscape) or 1:1 (square)
- File formats: MP4 or MOV, maximum 500MB
- CTA: Clicking the ad takes the user directly to the product detail page (no intermediate landing page)
- Placement: Search results page (above fold and mid-page), category browse pages
Billing remains cost-per-click (CPC), identical to standard Sponsored Products. There is no additional premium for the video format at launch.
Why This Matters
Walmart.com historically lagged Amazon in ad format innovation, but its advertising revenue has grown significantly and video is the next logical step. For sellers, this creates an early-mover advantage: video ads in a CPC environment at current Walmart bid rates are considerably cheaper than comparable Amazon video inventory (which uses CPM-based Sponsored Brands Video).
Category opportunities: Beauty, fitness equipment, kitchen appliances, and apparel are natural fits — products that benefit from demonstrating use, texture, or scale benefit most from video over static images.
Getting Started
- Access Walmart Connect at advertising.walmart.com → Campaigns → Create Campaign → Sponsored Products → select Video ad format.
- Prepare assets early — video creative takes longer to produce than static images. Start with a 15-second product demonstration.
- Run A/B tests — create parallel campaigns with identical targeting: one image-based, one video. Compare CTR, conversion rate, and ROAS at the 30-day mark.
- Keep it product-forward — Walmart shoppers are intent-driven. The most effective video ads lead with the product in use within the first 3 seconds, not with branding.
Early beta data shared by Walmart showed video ads generating 25–40% higher CTR versus static Sponsored Products in beauty and home categories during the test period.