From Adweek · Mitchell Parton · · 50s
Walmart's TV Ad Strategy Shift
Walmart targets non-endemic advertisers with streaming ad ecosystem.
In brief
Walmart targets non-endemic advertisers with streaming ad ecosystem. Walmart aims to connect TV ad spending with sales outcomes through its streaming ecosystem and partnerships with Vizio and Vibe.co. Originally reported by Adweek.
Walmart's streaming ecosystem
Walmart acquired Vizio for $2.3 billion and Vibe.co for $1.4 billion to build a CTV ecosystem.
New ad business focus
Walmart Connect now targets non-endemic advertisers who don't sell products at Walmart.
Partnerships expand reach
Walmart partners with Skydance, Spotify, and Yahoo DSP to reach customers beyond its own platforms.
TV ad integration
Vizio's 'Walmart welcome' connects living room entertainment with commerce for brands.
“We're creating the 'Walmart welcome' in your home, a trusted environment where entertainment, brands, and commerce can come together naturally”
Performance-focused ads
Walmart's CTV ecosystem targets life stages through Walmart purchase data.
“We can say, 'These are folks who are new moms,' 'These are folks who are moving,' 'These are recently-retired households'”
Ad sales growth
Walmart's U.S. ad business grew 38% year-over-year in Q2.
What to remember
Walmart aims to connect TV ad spending with sales outcomes through its streaming ecosystem and partnerships with Vizio and Vibe.co.
