Onsite Display: Visual Ads Across Walmart

📚 Module 5: Onsite Display⏱ 5 min read🎯 Discovery

What you’ll learn

How display ads differ from native search ads
The main placement types — Marquee and in-grid
Which pages your banners can appear on
Who’s eligible now that Display is self-serve

So far every format has been search-driven — you appear when a shopper types something. Onsite Display works the other way: eye-catching visual banners that reach shoppers based on who they are and what they browse, not just what they searched. It’s how you show up earlier in the journey, during discovery.

Visual, not native

Sponsored Products blend in with organic listings. Display ads are the opposite — rich visual creative with your brand imagery and copy, designed to stand out and build recognition. They’re built for awareness and consideration, where a shopper is still exploring rather than ready to click “add to cart.”

The one-line contrast

Sponsored Search catches shoppers with buying intent who are actively searching. Onsite Display uses audience targeting and visuals to inspire discovery and consideration across the site, app and even in stores.

The main placement types

Marquee

A wide, high-impact banner at the very top of the homepage, search and browse pages. Maximum visibility — your brand front and centre at scale.

In-grid

Brand visuals and copy woven into the grid layouts of high-traffic pages, so you appear in the flow as shoppers browse.

Where they appear

Onsite Display reaches shoppers across Walmart’s owned surfaces:

Homepage — the first thing shoppers see.
Search & browse pages — the digital aisle, in categories relevant to you.
Item (product) pages — alongside what shoppers are already viewing.
In-app placements — the same reach on mobile.

Who’s eligible

Onsite Display is a self-serve offering for Marketplace brand owners registered with Brand Portal, acting brand owners and authorized resellers. Walmart opened Display up to emerging brands — including Marketplace sellers — through the self-serve Ad Center, so it’s no longer only for large enterprise advertisers. If you cleared brand registration in Module 2, this is open to you.

A step up in commitment

Display is powerful but it isn’t where absolute beginners start. It rewards brands that already understand their audience and can invest in creative. Treat it as a growth layer on top of a working Sponsored Products base — we’ll cover exactly how to sequence it in Lesson 4.

Quick recap

Onsite Display is visual banner advertising for discovery and consideration, not search intent.
Main placements are Marquee (top-of-page) and in-grid (woven into page grids).
Ads appear on the homepage, search, browse and item pages, plus in-app.
It’s self-serve for brand owners and authorized resellers — a growth layer, not a beginner move.