Walmart expands advertising integration with Vizio connected TVs
Walmart advertisers are gaining new opportunities to reach customers via connected TV.
Walmart unveiled new offerings for brands participating in its Walmart Connect retail media network (launched in 2021 as a revamped version of the Walmart Media Group) delivered via the Vizio connected TV/streaming platform, which the discounter purchased at the end of 2024 and made a wholly-owned subsidiary.
[READ MORE: Walmart completes $2.3 billion Vizio acquisition]
At the time of the purchase, Walmart said it planned to pair Vizio with Walmart, which would be “impactful and allow us to invest in our business even further on behalf of our customers."
Now, Walmart and Vizion intend to 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. The new streamlined login is designed to simplify setup while establishing a secure identity framework across devices. All integrations are designed to protect consumer privacy, with data used in aggregated, permissioned and compliant ways, the retailer 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 VP, business integration and planning, Walmart.
Through the acquisition of Vizio and its operating system, Walmart hopes to create new opportunities to help advertisers connect with customers via its Walmart Connect retail media network, as well as offer new connected TV and streaming content for consumers.
Walmart faces stiff competition from well-established retail media networks operated by main competitors such as Amazon and Target.
L’Oreal partners with Walmart and Vizio
L’Oreal, the world’s largest cosmetics company, will launch a product placement integration with Walmart, Vizio and a global content partner. The integration will place L’Oréal products within premium content across Vizio OS in the U.S., based on Walmart’s first-party customer insights.
Creative extensions will span Walmart product pages and omnichannel retail touchpoints, with the goal of creating a seamless path from inspiration to purchase.
"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 VP, U.S. head of media, L’Oréal.
Headquartered in Bentonville, Ark., Walmart Inc. operates more than 10,900 stores and numerous e-commerce websites in 19 countries.
