Walmart will run Internet radio ads on Black Friday and up until Saturday evening, encouraging listeners to visit stores for holiday shopping. According to TargetSpot, the ad network working with the big box retailer, Walmart will zero in on consumers listening to mainstream genres in the vein of country western and classic rock.
“They are hoping to reach a pretty broad but defined base, aged 18 to 49,” Eyal Goldwerger, TargetSpot CEO, told ClickZ News. “The music genres being targeted are ubiquitous to what people in that age group listen to.”
The :30 audio ads will appear across TargetSpot’s network of 4,000 partner online destinations, including AOL Radio, Yahoo Music, Slacker, and numerous radio station websites.
Developed by agency MediaVest, the audio features ad copy highlighting how kids can get free photos with Santa Claus at participating Walmarts on Saturday from 10 a.m. to 2 p.m. Supporting the spots will be 300×250-pixel banner ads.
Walmart employed Internet radio ads during Black Friday 2010 that focused on electronics, Goldwerger said. Since then, he said, the companies have developed an ongoing relationship.
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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