Roku and Walmart have a long history of experimenting together to serve Walmart customers in new ways. Roku and Walmart Connect, in particular, have a shared priority to drive full funnel advertising on streaming TV ad formats and to make investments in streaming more accountable.
Last year, Walmart announced a first-to-market partnership to make TV streaming the next e-commerce shopping destination with shoppable ads. Fifty-seven percent of Roku streamers have paused an ad to shop the product online.1
As the first retailer to enable streamers to purchase featured products fulfilled by Walmart directly on Roku, the new experience offers product discovery with a seamless, on-screen checkout experience with a Roku remote, allowing purchase directly at the time of inspiration. Advertisers also receive insights on effectiveness through Walmart Connect’s omnichannel measurement reports.
“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. “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, which ran from November 2022 to February 2023, these innovative shoppable ads demonstrated strong performance from both an awareness generation and engagement standpoint, which shows positive signs for an entirely new ad format and purchase point for customers.2 These shoppable ads received at least three times higher clickthrough rates than average video campaigns powered by the Walmart DSP.3
"Walmart Connect and Roku's new shoppable technology combines a frictionless shopping experience for brands and new ways to engage with consumers for the future,” said Grant Marcus, team lead, omnichannel marketing for Reckitt Nutrition. “We are always looking for new ways to reach parents and this tool helps educate and convert seamlessly."
Introducing Roku premium inventory
Now, we’re expanding our Roku partnership to include their premium inventory within our CTV offering now available on the Walmart DSP. This is just one more way Walmart Connect and Roku are working together to help drive performance across Roku’s ad formats, powered by Walmart’s first-party customer insights, and targeting and measurement capabilities.