Walmart tunes in to TV ad metrics

Walmart is entering into a new partnership which will provide advanced measurement of its TV advertising efforts.

The discount giant will utilize the 605 Platf0rm TV measurement and audience analytics solution to enhance its TV planning and analytic capabilities across a range of brands, products and retail initiatives. Walmart has worked with 605 for a number of years to obtain insights into the audiences and impact of its linear TV campaigns. 

605 PLATF0RM is a web-based application that enables advanced measurement and analysis of TV programs and advertisements across linear, over-the-air, DVR, and set-top box video on demand. The solution leverages 605’s multi-source TV dataset comprised of set-top box and smart TV viewership data covering more than 21 million households in the U.S. that is aggregated, deidentified and privacy compliant. 

Walmart also recently bulked up its ability to analyze digital advertising performance by launching its first on-demand omnichannel reporting solution at scale - performance dashboards. The solution is available for all Walmart display and Sponsored Products campaigns via the new Walmart Ad Center platform. 

Using what 605 describes as an identity layer (or the highly specific attributes of the 21 million households it measures), Walmart will be able to select, activate and target first- or third-party audience segments or datasets while protecting customers’ personal information. This includes the ability to provide its own digital content and ad campaign data for additional cross-screen insights, planning and attribution capabilities.

“605 has been an outstanding collaborator with Walmart and their data and analytics solutions have proven very effective at helping achieve new insights and measurement capabilities on our investments in television advertising,” said Tom Tang, VP of marketing analytics at Walmart. “We are excited to augment our capabilities with 605 PLATF0RM and begin utilizing their technology."

“Walmart is widely recognized for their efforts to attract consumers across all of their brands with a focus on providing value and choice,” said Kristin Dolan, CEO and founder of 605. "We are excited to work more closely with their marketing and advertising teams to explore the opportunities of overlaying Walmart’s deep understanding of their customers with our deterministic dataset of more than 21 million U.S. households.”