Walmart Connect and Vizio deliver shoppable TV ads
Walmart’s retail media network and connected TV subsidiary are partnering to enable advertisers to present branded shoppable content.
The Walmart Connect retail media network (launched in 2021 as a revamped version of the Walmart Media Group) and the Vizio connected TV/streaming platform, which the discounter purchased at the end of 2024 and made a wholly-owned subsidiary, have an offering called One Walmart Integrated Marketing Programs.
[READ MORE: Walmart completes $2.3 billion Vizio acquisition]
Lightbox Creative Solutions, Walmart Connect's in-house creative solutions studio, develops immersive, omnichannel experiences including interactive in-store activations, social media storytelling and premium connected TV experiences.
The first premium branded connected TV content developed via the Walmart Connect-Vizio joint partnership is called Backyard Escapes. Launching in tandem with Walmart's annual patio & garden promotion and featured on the Vizio home screen and within Vizio’s WatchFree+ free, ad-supported streaming service, Backyard Escapes is hosted by U.K. fashion designer Tan France and organically integrates supplier products into the storytelling while enabling direct purchase.
Walmart Connect and Vizio will offer premium branded content opportunities connected to significant shopping events such as back to school. A new joint Walmart Connected-Vizio premium branded content offering called Join The Club will be promoted and distributed across Vizio WatchFree+ and timed to coincide with Walmart's annual back to school event.
Hosted by award-winning actor Josh Gad, Join The Club is designed for college-bound students and their families and premieres on Vizio WatchFree+ on Monday, Aug. 3, 2026.
The Albertsons Media Collective retail media arm of grocery conglomerate Albertsons Companies Inc. also recently began allowing participating brands to develop scripted branded content that integrates their Albertsons retail performance insights and shopper and category buying patterns.
"For too long, the advertising industry has treated storytelling and commerce as separate disciplines," said Courtney Naudo, senior VP and GM of Vizio, Walmart. "We're changing that. Walmart is creating a new model where content, media and commerce work together as one connected experience. At VIizio, we have the expertise to find, create and produce entertaining premium branded content that resonates with our customers. And with the added power of Walmart Connect, we can activate these entertainment experiences so brands can build new, meaningful and measurable relationships with customers.”
Based in Bentonville, Ark., Walmart Inc. runs 10,900 stores and numerous e-commerce websites in 19 countries.
