This initiative emerges in response to the rapid transformation Walmart Connect has undergone in the past three years. From its evolution into an omnichannel platform to the massive scaling of its self-serve solutions catering to various brand sizes, Walmart Connect is on a mission. Their Sponsored Search solutions, for instance, saw significant shifts in just a single year.
Understanding the swift changes in the advertising landscape, Walmart Connect aims to streamline the learning curve for advertisers. The Academy Ad Certification offers them a chance not just to refine their best practices but also to showcase their expertise in retail media through post-certification badges.
Lauren L. Lavin, Executive Director, NA Commerce, GroupM said “Walmart Connect continues to launch new omnichannel ad capabilities that garner client interest across GroupM, making ongoing education essential. Our first-to-market access to Walmart Connect’s certification program is enabling our commerce experts to better recommend, troubleshoot, activate, and optimize our clients’ campaign investments to help exceed their business goals.”.
This comprehensive training program is designed to level the playing field, making Walmart Connect’s tried and tested best practices available to all. In a strategic collaboration, Walmart Connect joined forces with GroupM, facilitating an exclusive beta test. This partnership’s fruit saw over 500 commerce-centric GroupM staff obtaining early certification access.
The certification isn’t exclusive; it’s open to everyone from existing advertisers and partners to potential collaborators and even students. The courses, which will be introduced in phases, offer insights into different aspects of advertising such as Walmart Connect Retail Media, Sponsored Products, Sponsored Brands, and Sponsored Videos. Notably, Display Self-Serve courses are set to launch in 2024 with an assurance of more to come.
Earning a certification badge isn’t just about completing the courses. Participants are evaluated through a knowledge check or a final assessment, requiring a minimum score of 80%. Successful candidates are then rewarded with a LinkedIn-compatible digital badge valid for a year.
It’s clear that this certification is a step towards fostering a stronger, more informed advertising community. It’s a testament to Walmart’s commitment to aiding businesses of varying scales in their growth journey.
Walmart Connect’s latest move underscores the importance of continuous learning in the ever-evolving world of digital marketing. This initiative is likely to set a new standard in the industry, encouraging advertisers to stay updated and efficient in their practices.