Walmart said it plans to release new integrations with Vizio as it seeks to further its “content to commerce” approach that centers around connected TV (CTV).
The retailer said it will use “branded content innovations” as it releases more new kinds of campaign results for advertisers.
“By uniting high-impact storytelling, retail behavior, and closed-loop measurement within a single ecosystem, Walmart is enabling advertisers to drive measurable outcomes through Vizio’s brand solutions suite,” according to the company.
Walmart acquired Vizio in December 2024 for about $2.3 billion.
Walmart is No. 2 in the Top 2000. The database is Digital Commerce 360’s ranking of North America’s online retailers by their annual ecommerce sales.
Walmart is also No. 8 in the Global Online Marketplaces. That database ranks the top such marketplaces by third-party gross merchandise value (GMV).
How Walmart will use Vizio for ‘content to commerce’ advertising
Walmart and Vizio securely connect ad engagement across CTV to purchases through closed-loop sales attribution, according to Walmart’s announcement. It said that helps brands “drive awareness and engagement across the entire content lifecycle.”
“Building on that foundation, Walmart and Vizio will progressively implement a unified account login experience for new Vizio OS TVs and onn TVs powered by Vizio, enabling customers to use their Walmart account to access Smart TV features,” according to the announcement.
It said the new login establishes a “secure identity framework across devices.” That shared login also connects a user’s streaming engagement directly with retail interaction, Walmart said.
“By unifying account access, we’re creating a seamless experience across screens while laying the groundwork for deeper integration between retail and entertainment,” said Courtney Naudo, senior vice president of business integration and planning at Walmart, in the announcement.
Additionally, Walmart said it designed all integrations “to respect consumer choice and privacy, with data used in aggregated, permissioned, and compliant ways.”
The retailer said successful CTV campaigns through its retail media network, Walmart Connect, led to a median viewing of 44% for advertising brands such as Cafe Bustelo. It based that metric on both Walmart first-party data from Feb. 1, 2025, to Jan. 31, 2026, as well as offsite CTV campaigns during the same period.
Cafe Bustelo, specifically, saw its CTV campaign drive 98% incremental household reach beyond linear TV, according to Walmart.
Walmart also plans to announce a product placement integration with L’Oreal. The integration will place L’Oreal products “within premium content” across Vizio OS in the U.S., using Walmart’s first-party customer insights, according to Walmart.
Furthermore, Walmart said creative extensions will span product pages on Walmart’s product detail pages across its ecommerce websites and mobile apps.
“This collaboration demonstrates the power of integrating premium storytelling with retail to inspire customers and drive measurable business impact within a closed-loop ecosystem,” said Nora Wolfe, senior vice president and U.S. head of media at L’Oreal, in the announcement.
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