NewFronts: Walmart, Vizio Create Unified Login to Align Viewing, Shopping Data
‘By unifying account access, we’re creating a seamless experience across screens,’ said Walmart’s Courtney Naudo
When Walmart decided to buy Vizio, it was pretty clear it would result in new ways to connect TV viewing with purchase behavior.
Retail media was already a fast-growing category, but actually adding a massive connected TV footprint to the nation’s largest retailer would generate actionable data on an entirely new scale.
As the NewFronts begin today, Walmart and Vizio are showing off what they can do with a single ecosystem that features closed loop measurement and high-impact storytelling, and introducing L'Oreal as the first brand to sign up.
To increase the quality of its data about who is doing the buying and watching, Walmart and Vizio are implementing a new login system for new Vizio and Onn-branded TVs powered by Vizio’s operating system. (Onn TVs are sold by Walmart at Walmart.) For consumers who opt in, the benefit is that they’ll be able to use their Walmart account to access smart TV features.
“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 at Walmart.
With the data foundation in place, the companies are creating new ways for brands to engage consumers with premium content, including live sports.
Walmart and Vizio think this is big. It’s so big they’re bringing in NBA legend and basketball commentator Shaquille O’Neil to talk about it at the presentation.
L’Oreal also thinks this is big. It will be integrating L’Oreal products into content across the Vizio OS in the U.S., using Walmart’s first party consumer data to target potential shoppers. The creative will also appear on Walmart product pages and omnichannel retail touchpoints.
The L’Oreal campaign is scheduled for next year.
“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 at L’Oréal.
Walmart and Vizio say they’ve already seen how well combining CTV and retail can perform. In a survey of Walmart customers, 65% said that CTV commercials helped them discover new products. A campaign for Cafe Bustelo using Walmart data and CTV ads on Vizio’s platform delivered 98% incremental household reach beyond linear TV.
Eventually the Walmart combination with Vizio is expected to result in shoppable TV.
Viewers currently make purchases from Walmart using QR codes through Vizio Platform Plus. Having a unified account is part of the companies’ roadmap for connected commerce’s future through CTV.