Kimeko McCoy
Marketing reporter
Digiday
Kimeko McCoy is credited for marketing and retail media in the published Week 43 newsletter. This profile brings together the contributions recorded by Paid Media Collective.
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Walmart Connect pitches brands directly as it pushes lift studies ahead of holiday ad deals
Kimeko McCoy reports that Walmart Connect is approaching some brands directly with onsite brand-lift studies ahead of holiday media commitments. Agency sources describe growing demand for better retail-media measurement, but the story does not include results from the studies or a response from Walmart. It is a useful prompt to ask what a proposed test measures, who can configure it and when findings will arrive. Brand lift and incremental sales answer different questions, so neither should be inferred from the other.
Image: Paid Media Collective original illustration, based on Digiday reportingNewsfeed1
Walmart Connect is pitching on-site brand lift studies directly to brands
Digiday reports Walmart's sales team contacting brand clients directly ahead of the holidays to offer on-site brand lift studies allocated by Walmart Connect spend, with results that can take up to nine weeks; advertisers still cannot run such studies independently, and Walmart did not comment. One agency source says Q4 is when advertisers are least willing to fund spend they cannot defend. Lift studies remain a negotiating chip tied to commitment, so ask for one in writing before agreeing holiday budgets.
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Contribution ranking & points 10 pts
Contribution points
10 contribution points · 1 credited works · #113 in the Lifetime contribution ranking.
Uncapped points calculated from published source credits. Expertise is not assessed for this editorial profile. These are separate from registered members’ verified scores, lifetime achievement points and levels.
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