Walmart Connect Makes Available NBCU's Live Streaming Inventory, Shares Results

NBCUniversal, Roku, TikTok, and TalkShopLive on Thursday shared campaigns and results from partnerships built based on the big-box retailer's partner program.  

Walmart Connect Partner Lab partnered with NBCUniversal to test a closed-loop media-powered ads for retail in live sports streaming. This will mark the first time that NBCUniversal’s live sports streaming inventory becomes available through a retail media network.

Brands will have the option to use Walmart Connect’s targeting and measurement to reach streaming viewers during live sports programs.

Walmart also combined NBCUniversal’s premium inventory with its targeting and omnichannel, closed-loop measurement capabilities as part of the premium connected television (CTV) bundle to help brands reach Walmart customers across top streaming platforms.

Walmart Connect expanded its partnership with Roku to include the streaming company’s premium inventory in Walmart Connect’s CTV offering. In September, Walmart became the first retailer to enable streamers to purchase featured products fulfilled by Walmart directly on Roku. 

Early data shows viewers were at least 3x more likely to click through on a television commerce ad compared to the Walmart Connect average for offsite video campaigns.   

NBCUniversal’s success is only one in several that the retailer is outlining today. TikTok and Walmart Connect partnered on a pilot that leveraged the impact of TikTok’s video format with Walmart Connect’s targeting and closed loop data. 

The company said this is the first time any retailer has successfully provided closed-loop measurement for TikTok campaigns. 

The pilot campaigns generated an average of 2x higher engagement rates than TikTok’s standard benchmarks for campaigns in the U.S. The average video viewing time of Walmart customers also exceeded industry benchmarks. 

Walmart Connect and TalkShopLive created shoppable livestream events that have seen encouraging results in: engagement, reach and overall value of livestream content. In one campaign, a multi-supplier livestreams experienced higher engagement and conversions than average benchmarks on the platform.

The results generated 20% higher total viewership, 40% higher average watch time, 2X higher conversions, and more than 1 million media views leveraging cut-down livestreamed content.

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