vendor tagged ad guide tagged ad guide 01/01/18 updates on pages 3, 11, ... 4 only at learn more at...

Business Confidential © Walmart, Inc. 2018

Vendor Tagged Ad Guide 01/01/18Updates on pages 3, 11, & 14

2Vendor Tagging Guide

VTA | FAQVendor Tagged Ads must meet the following criteria• The product must be new (introduced within past 6 months) and / or exclusive at Walmart

When approving creative, the ad must meetthe following standards• Conform to Walmart brand standards

• Strengthen Walmart’s EDLP message

• It must not contain, be adjacent to, or reference a coupon

• It must not have a price listed. No “net math” permitted

• Walmart is the only retailer that can be listed

• Only new or exclusive products can be shown in ad if “Only at” or “New at” Walmart tags are used

• Must not include Walmart bags, boxes, associates, or store visuals

• May not use Walmart proprietary assets. (Rollback, Made in America, Free 2 Day Shipping, Pickup Discount, or

Pickup Today logos)

• It must not look like a Walmart ad

• Ad must be approved by Buyer before submission to Marketing

Walmart Marketer To Do’s• Supply vendor with tagged ad guidelines and assets

• Review request against VTA criteria and brand standards

• Understand media plan/in-market dates for Lynk entry

• Submit media plan to media contact for review and approval

• Submit creative to legal for review and approval

• Put into Lynk for final approval

• Vendors should allow approximately 2 weeks for approval.

• Submission made less than 2 weeks before the proposed in-market date will not be accepted.

Protocol for Exceptions to Standard VTA Guidelines• If featured product is not new or exclusive, strategic exceptions are allowed with approval by the Merchandising

Category VP and the Marketing Category Team

• In rare cases, multiple retailer tagging may be permitted. Strategic exception allowed with approval by the

Merchandising Category VP and the Marketing Category Team

• Use beyond standard VTA tags, require Marketing SVP and Marketing Program Lead approval

3

Standard VTA Process applies with no additional approval needed

Type of VTA Approvals Needed

Approval Process | Summary

Walmart Logo Colors | SummaryUpdate

New or Exclusive Product

Strategic Product (Not new or exclusive)

Merchandising Category VPapproval prior to submission

Vendor Tagging Guide

• Both Static and Animated Walmart Tags should have no background behind the Blue Walmart Logo (with Yellow

Walmart “Spark”). Same guidance for Walmart.com logos as well.

• Only if background color or texture warrants it, a White Walmart Logo (with Yellow Walmart “Spark”), is

permitted instead of the Blue Walmart Logo (with Yellow Walmart “Spark”). Same guidance for Walmart.com

logos as well.

4

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List of approved Walmart branding.


Walmart VTA | Branding

Use only within six months of

productarrival

Services only

5

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Walmart VTA .com | Branding


productarrival

Services only

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Ubicado en Ubicado en

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Walmart VTA | Spanish Branding


productarrival

Services only

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Walmart VTA .com | Spanish Branding


productarrival

Services only


TV | Sizing & Placement

Incorrect Usage

Walmart and vendor branding overlap, logo is in wrong location of ad (branding should always appear at the bottom right of the page) and branding dominates page creatingconfusion over ownership.

Walmart branding is larger than vendor branding.

Branding not touching nor overlapping.

Approved proportions of Walmart branding when shown with vendor logo or solo.

Guidelines• Walmart branding should not dominate the spot.• Walmart branding and vendor branding should not overlap or touch.• Bottom of Walmart logo should line up at inside bottom of title safe and extend through the right. Scan lines at 98 HD and 45 SD.

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TV | Animation & Timing

GuidelinesWalmart branding slides in from right side of frame 3 seconds from end of spot with shorter read VO. And 4.5 seconds with longer read VO.

As Walmart branding slides in from right, there is a sliding sound indicating the entry of the Walmart branding.

Walmart logo should be up for a totalof 2.5 seconds with shorter read VO, and up to 4 seconds with longer read VO. Walmart spark glows in animation.

Approved animation and timing of Walmart branding when shown with vendor logo or solo.

10

Guidelines• The Walmart VO is at the end of the spot. No other VO should be used after the Walmart VO.

• There should be a half-second between the end of the vendor VO and the beginning of the Walmart

VO.

• Walmart should not be mentioned outside of the approved Walmart VO.

• The Walmart VO should be mixed at the same volume as the Vendor VO.

• In TV, the Walmart branding should time up to appear when we hear the Walmart VO.


TV & Radio | Voice-Overs

ExamplesThese examples are how they should be read. Vendors should match the VO as closely as possible.

• Available at Walmart.

• Available at Walmart for a low price, every day.

• New at Walmart.

• New at Walmart for a low price, every day.

• Only at Walmart.

• Only at Walmart for a low price, every day.

Short Options ( 1.5 seconds)

Long Options ( 3 seconds)

There are three short and three long options for Walmart voice-overs in a vendor-tagged ad.

Vendor should choose from these options alone and not create their own.


Print | Sizing & Placement

Guidelines• Walmart branding should not dominate the page.

• Walmart branding should not be bigger or equal in size to vendor logo.

• Walmart branding should always appear at the bottom right of the page.

• No other branding or messaging should follow. Walmart branding, i.e., should be the last thing you see on the page.

• Walmart branding and vendor branding should not overlap or touch. There should be at least a half-inch between branding.

• The copy within the print ads may utilize the Walmart name but not the Walmart logo

• Walmart branding is larger than vendor branding.

• Vendor is utilizing old flag lock-up.

• Walmart branding is centered.

Incorrect UsageCorrect

Approved sizing of Walmart branding when shown with vendor logo or solo.

Update


Print | Usage ExamplesCorrect

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Print | Usage ExamplesCorrectThe one color logo should only be used when the spark comes into conflict with the background color


Digital | Sizing & Placement Banner Ads

Guidelines• Walmart spark should line up at 12 pixel safety to right. Bottom of the branding needs 12 pixels of safety space from edge.• In flash or rich media banners, Walmart branding should always appear on last frame.

• Copy placed in addition to content may utilize the Walmart name but not the Walmart logo. The Walmart name in the copy must be linked to the product page on Walmart.com

• Walmart spark should line up at 12 pixel safety to right. Bottom of the Bottom of the branding needs 2 pixels of safety space from edge.• Walmart branding shown with non-vendor logos should not touch or overlap.• Walmart branding should always appear on last frame.

All social and display ads must include the following advertising IDs within the URL linked to their product page on Walmart.com

DisplayQuery String /?veh=dsn_dis_vta_pr&adid=1500000020090000024105Example URLhttps://www.walmart.com/?veh=dsn_dis_vta_pr&adid=1500000020090000024105

SocialQuery String /?veh=dsn_ps_vta_pr&adid=1500000020090000024105Example URLhttps://www.walmart.com/?veh=dsn_ps_vta_pr&adid=1500000020090000024105

300 x 250

728 x 90 160 x 600

Approved proportion of Walmart branding when shown with vendor logo or solo. Walmart logo should always appear on last frame.

Update

Update


Digital | Usage Examples

Walmart logo should never have a glow or any other filter for legibility.

Walmart branding is larger than vendor branding. Walmart branding should never dominate ad creating confusion over ownership.

Retailers other than Walmart are not allowed.Walmart branding is not anchored to bottom of ad.

Walmart branding is too close to Garnier branding. Walmart branding is not to the right of line-up, and isn’t an approved logo variation for the vendor tagged ad program.

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DisplayQuery String /?veh=dsn_dis_vta_pr&adid=1500000020090000024105Example URLhttps://www.walmart.com/?veh=dsn_dis_vta_pr&adid=1500000020090000024105

SocialQuery String /?veh=dsn_ps_vta_pr&adid=1500000020090000024105Example URLhttps://www.walmart.com/?veh=dsn_ps_vta_pr&adid=1500000020090000024105

Incorrect Usage


Digital | Usage ExamplesCorrect

vendor tagged ad guide tagged ad guide 01/01/18 updates on pages 3, 11, ... 4 only at learn more at...

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