Walmart Connect Mexico is adding self-service brand lift studies to its DSP, powered by Infillion’s composable platform. Advertisers can now understand not only what consumers buy, but how campaigns influence brand perception and future purchase decisions.
Why Measurement Is Changing
Retail media has become one of the most effective channels for driving sales. The ability to connect ad exposure directly to purchase data has given advertisers a level of visibility that traditional digital advertising often can’t provide.
That advantage remains important, but as retail media budgets have grown, so have advertiser expectations. Walmart Connect Mexico and Infillion have already been extending that measurement framework beyond e-commerce to include omnichannel attribution. However, advertisers increasingly need to understand more than conversions. According to research cited by EMARKETER, brand awareness now ranks as a top reason advertisers invest in retail media, ahead of directly driving product sales – and according to Infillion’s Retail Media Research Report, 40% of retail media buyers now expect retail media to perform across the full funnel. Brand lift is the next layer in building out that full-funnel measurement picture.
Most retail media campaigns are generating brand impact that never gets measured. Walmart Connect’s new capability addresses that directly by giving advertisers a self-service way to measure both upper- and lower-funnel outcomes within a single platform.
“Advertisers are bringing a wider range of objectives to retail media than ever before. They want to know whether their campaigns are building awareness, strengthening consideration, and influencing purchases. Brand lift helps answer those questions.” – Jonatan Fasano, Head of Product, Walmart Connect, Mexico and Central America
Making Brand Lift Easier to Execute
Brand lift gives advertisers a clearer view of how campaigns influence brand perception across the shopper journey, and Walmart Connect Mexico has made it part of standard campaign execution.
From within the Walmart DSP:
- Studies can be configured and launched during campaign setup
- Survey questions can be customized around metrics such as awareness, consideration, purchase intent, ad recall, brand preference, brand familiarity, and more
- Setup can be completed in as little as 24 hours
Each study compares exposed audiences against a non-exposed control group through email surveys drawn from Walmart’s own audience data, with a minimum of 1,000 survey responses per study to ensure statistically meaningful results.
“Infillion and Walmart Connect Mexico have been focused on giving advertisers tools that go beyond standard retail media reporting, and brand lift is a natural extension of that. Working together to bring this directly into the platform is something we’re proud to have built with them.” — Gabriel Paton, SVP Sales Engineering, Infillion
You can read the full press release here.
