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Walmart: Best Practices for Sponsored Videos
Walmart: Best Practices for Sponsored Videos

Read this article to know the video specifications (creative and technical) as well as best practices for your Walmart sponsored videos.

Jaydip Vadher avatar
Written by Jaydip Vadher
Updated this week

Sponsored Videos is designed to enable easier product discovery and strengthen the customer’s purchase intent by surfacing product videos in relevant Walmart search results. Sponsored Videos is available in Sponsored Search, appearing within Search In-grid results.

Below are some high-level best practices; choosing which to adopt will depend on the brand and strategy.

Walmart Sponsored Video Guidelines

To prepare the Sponsored Videos ad for review, please ensure it meets the following technical and creative specifications.

Video specifications, creative:

  • Tied to promoted item

  • 5 to 30-seconds long

  • Closed captions required for videos with spoken words

Video specifications, technical:

  • Aspect ratio: 16:9

  • Dimensions: 1920 x 1080px to 3840 x 2160px

  • File size: 500MB maximum

  • Format: .MP4 or .MOV

Sponsored Video Best Practices

While the best structure for campaign set-up depends on the goals of each campaign, below are recommendations that may drive better performance.

  • For the scope of Sponsored Videos beta phase, set the minimum keyword bid to $1.30.

  • Use existing Snapshot v2 reports to optimize your campaigns.

  • Use relevant keywords in your campaigns.

  • Promote items in your portfolio that are top converters, best sellers, top priority and seasonally relevant items.

  • Ensure the item page is updated for each item you are choosing to promote.

  • Promote different items to see which variation is the most popular for customers.

  • Currently, only one ad group can be added to a Sponsored Videos campaign.

  • Only one Sponsored Videos profile is allowed for a campaign.

  • A minimum of one and maximum of 10 items can be added to an ad group. We recommend you add more than one relevant item, if applicable.

Creative best practices

  • Start strong. Showcase the product within the first three seconds and deliver the core message within the first five seconds.

  • Rely on visuals over narration. Because videos launch on mute, consider showing the product in use. Include simple headlines to get the point across. Add closed captions to ensure customers do not miss important details, and for Web Content Accessibility Guidelines (WCAG) compliance.

  • Think mobile first. Ensure the product is shown large enough to be easily seen and that headlines and captions can be read on a smartphone screen.

  • End with a product or supplier brand logo. Videos automatically play on loop. A final logo gives the customer a moment to absorb the video while keeping your brand top-of-mind.

  • Think campaign objective. What results would you like to see? Align your video’s creative content with your campaign objectives.

  • Connect with customers, ensure your video is focused on the product and has a story.

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