“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,” explained Lindsay Pullins, director of ad revenue partnerships at Roku. These shoppable ads received at least three times higher clickthrough rates than average video campaigns powered by the Walmart DSP.īased on those results, Walmart and Roku are now expanding the partnership to include their premium inventory within our CTV offering now available on the Walmart DSP. “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.”ĭuring the Roku pilot, which ran from November 2022 to February 2023, Walmart said those shoppable ads demonstrated strong performance from both an awareness generation and engagement standpoint. “We believe a frictionless omnichannel shopping experience is where the industry is going and should go,” said Jeff Metzner, vice president of Walmart Team marketing and communications at Procter & Gamble in the Walmart blog post. Since launching the effort, Walmart said that 57% of Roku streamers have paused an ad to shop the product online. The new experience allowed Roku users to discovery products and then buy them with a Roku remote, allowing purchase directly at the time of inspiration, Walmart reported. That test enabled streamers to purchase featured products fulfilled by Walmart directly on Roku. Last year, Walmart announced a first-to-market partnership with Roku to make TV streaming the next e-commerce shopping destination with shoppable ads. Walmart also announced the results of some tests with other partners and an expanded relationship with Roku. In addition to testing live sports streaming ads, Walmart also announced that NBCUniversal’s premium inventory will be available in its premium CTV bundle – which helps brands reach Walmart customers across top streaming platforms.
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