In a recent report by Adweek, it was revealed that advertisers now have the ability to utilize Walmart’s shopping data to target Disney’s streaming portfolio, including Disney Plus and Hulu. This partnership between Disney Advertising and Walmart Connect opens up new possibilities for marketers looking to reach a wider audience and improve their data measurement strategies.
Through the collaboration, Walmart advertisers will have access to match the retailer’s shopper data with Disney’s proprietary Audience Graph tools. This integration will enable marketers to target specific audiences more effectively and measure data more accurately. By combining datasets using clean-room technology, the partnership ensures that user data remains secure and cannot be shared with external parties.
With approximately 145 million customers shopping at Walmart both online and in stores weekly, the potential reach for advertisers is substantial. Ryan Mayward, senior vice president of retail media sales for Walmart Connect, emphasized the opportunity for marketers to leverage these insights for full-funnel campaigns across various streaming platforms. Additionally, Disney’s inclusion in Walmart’s Partner Lab, alongside other major platforms like TikTok and NBCUniversal, opens up avenues for testing new ad formats and measurement strategies.
The initial testing of the partnership is slated to start in the second quarter, focusing on categories such as consumer electronics, automotive, apparel, and more. This period of experimentation will provide valuable insights for both Walmart and Disney, allowing them to fine-tune their strategies and optimize their ad performance. This move comes on the heels of Walmart’s acquisition of smart TV maker Vizio for $2.3 billion in February, signaling a further strengthening of the retailer’s ad business and potential for growth in the future.
Overall, the collaboration between Walmart and Disney represents a significant development in the realm of digital advertising and data integration. By tapping into Walmart’s vast shopping data and combining it with Disney’s streaming services, advertisers stand to benefit from enhanced targeting capabilities and improved measurement tools. As the partnership unfolds and undergoes testing, it will be interesting to see how marketers leverage this new opportunity to reach consumers in innovative and effective ways.
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