Walmart’s recent partnership with Disney Advertising has opened new avenues for advertisers to target Disney’s streaming portfolio, including Disney Plus and Hulu. By leveraging Walmart’s shopping data, advertisers can now utilize Disney’s proprietary Audience Graph tools to improve audience targeting and data measurement.
The integration of Walmart’s shopping data with Disney’s tools is facilitated through clean-room technology, ensuring that user data remains secure and inaccessible to external parties. This approach enables advertisers to make informed decisions based on valuable insights derived from Walmart’s vast customer base of 145 million weekly shoppers, both online and in stores.
Enhanced Marketing Opportunities
With access to Walmart’s customer insights, marketers can deploy full-funnel campaigns to reach audiences engaging with Disney content across various streaming platforms. Ryan Mayward, senior vice president of retail media sales for Walmart Connect, highlights the potential for advertisers to leverage these insights effectively in their marketing strategies.
Collaboration with Partner Lab
Disney’s partnership with Walmart also includes membership in Walmart’s Partner Lab, a collaborative platform that includes industry giants like TikTok, Roku, NBCUniversal, and other TV and social platforms. This collaboration enables companies to experiment with new ad formats and measurement techniques, fostering innovation and growth within the advertising industry.
Initial testing of the partnership is slated to commence in the second quarter, focusing on key categories such as consumer electronics, automotive, apparel, and more. This strategic alignment comes on the heels of Walmart’s acquisition of smart TV maker Vizio for $2.3 billion, signaling a significant advancement in its advertising business and market presence.
Walmart’s utilization of shopping data to enhance advertising capabilities for Disney’s streaming portfolio reflects a progressive shift towards data-driven marketing strategies. By collaborating on innovative initiatives and leveraging customer insights, both companies stand to benefit from increased engagement, improved targeting, and enhanced campaign performance in the evolving digital landscape.
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