Walmart takes a strategic step by acquiring VIZIO, manufacturer of Smart TV’s, for USD 2.3 billion, marking a new direction in its advertising strategy. With this purchase,
Walmart not only expands its product offering, but also gains access to consumer data from its own customers, allowing it to personalize advertising more effectively.
VIZIO, with its display tracking technology, provides Walmart with accurate data on consumers’ viewing habits, which translates into greater efficiency when promoting in-store products. This integration of direct purchase data into its DSP, built at The Trade Desk, promises a high conversion rate.
Shall we translate? VIZIO has a technology that allows it to detect what viewers are actually watching. Most streaming platforms do not provide their own audience data, so this transforms VIZIO‘s operating system into one of the few reliable methods to obtain audiences.
In this scenario, the role of Out Of Home (OOH) becomes relevant. Walmart seeks to impact the consumer both at home and at the point of sale, generating a conversion path. I personally envision the next phase will involve incorporating mobility data and integrating Digital Out Of Home (DOOH) inventory into its media offering through its own DSP, which will significantly drive the industry forward.
For media owners, it is crucial to consider strategic positions in the face of this new landscape. Adopting programmatic as an advertising tool is no longer an option, but a necessity to stay competitive in the marketplace. It is time to look for the best tools to adapt to this new advertising paradigm and make the most of the opportunities that lie ahead.
