NBCUniversal said it is working with Walmart to help advertisers connect with shoppers at the retail chain.
NBCU joins media companies including Roku and TikTok, which previously announced working with Walmart Connect.
Retail media, with a direct connection to consumers and the data to measure the impact of campaigns on individual products sold at stores, has become one of the fastest-growing media categories. Media buyer GroupM estimates retail media will grow 13% to $37.9 billion in 2023.
NBCU will be conducting a test to measure the impact of retail-media-powered ads within livestreaming sports, giving advertisers access to Peacock inventory via Walmart Connect’s demand-side platform.
“This will mark the first time NBCUniversal’s live sports streaming inventory will be available through a retail media network — just in time for this autumn’s prime sports seasons and holiday campaigns,” said Sylvia Yam, senior director of strategy and business development at Walmart Connect. “Brands will be able to use Walmart Connect’s unparalleled targeting and measurement to reach streaming viewers during live sports programs.”
Walmart also said other NBCU premium content will be available as part of the retailer’s premium CTV bundle, offering Walmart Connect’s targeting and measurement capabilities. The Walmart bundle already features Paramount Plus.
“At NBCUniversal, we know that partnerships fuel progress — and we’re delighted to partner with Walmart Connect to bring brands and sports fans closer together through the content and shopping experiences that keep them on the edge of their seats,” NBCU executive VP, advanced advertising and partnerships Joe Cady said. “Sports enthusiasts are an unmatched audience, and with the power and scale of NBCUniversal’s digital advertising capabilities, combined in a privacy-minded way, with Walmart Connect’s shopper data, we’re able to add even more value for advertisers. It’s a win-win across the board.”
The combination of premium video inventory, like NBCU’s, and the Walmart shopper data can be a game-changer for marketers.
“Danone North America is continuously exploring the best ways to effectively reach consumers. Utilizing purchase-based targeting with Walmart Connect’s premium CTV bundle gave us the opportunity to see how the retailer’s audience targeting performs with streaming partners,” Danone director, media connections Mary Katherine Woltz said. “The ability to pair premium inventory with purchaser data is proving to be powerful — we connected to more than 30% new-to-brand buyers in one CTV campaign, and a complimentary onsite display campaign on Walmart.com drove 50% of attributed sales.”
Roku signed up for Walmart Connect last year. In September, Walmart became the first retailer to enable streamers to purchase products directly on Roku and have them fulfilled by Roku. Walmart found 57% of Roku streamers paused an ad to shop for the product online.
“Advertisers also receive insights on effectiveness through Walmart Connect’s omnichannel measurement reports,” Yam added.
“We believe a frictionless omnichannel shopping experience is where the industry is going and should go,” Jeff Metzner, VP of Walmart Team marketing and communications at Procter & Gamble, said. “The ability to purchase a product directly from a connected TV ad has potential to reduce that friction for the consumer, so we’d like to see these capabilities continue to develop.”
During the pilot program, which ran from November 2022 through February 2023, shoppable ads on Roku received click-through rates at least three times than average video campaigns powered by the Walmart DSP.
Roku is expanding its work with Walmart by including its premium inventory within Walmart Connect’s CTV offering.
“The overwhelming success of our pilot with Walmart reinforces our shared belief that the ease and convenience of TV streaming makes it the next great destination for e-commerce,” said Lindsay Pullins, Director of Ad Revenue Partnerships at Roku.
TikTok worked with Walmart to provide advertisers with closed-loop data on the impact of TikTok campaign on products at retail.
On average, the pilot campaign generated engagement rates two times higher than TikTok’s standard benchmarks for U.S. campaigns. The average video viewing time for Walmart customers also exceeded industry benchmarks.
“We are thrilled about the opportunity to expand our partnership with Walmart Connect,” said Matt Cleary, U.S. head of retail and eCommerce, Global Business Solutions at TikTok. “By marrying TikTok’s ability to drive product discovery with Walmart Connect’s rich customer insights and broad product assortment, we are creating new ways for brands to reach key audiences in a measurable and joy-filled environment, further connecting the path between inspiration and action.”
