In a recent report by Adweek, it has been revealed that advertisers now have the opportunity to tap into Walmart’s shopping data to target Disney’s streaming services, such as Disney Plus and Hulu. This partnership between Disney Advertising and Walmart Connect opens up new possibilities for advertisers to reach their target audiences more effectively.
One of the primary benefits of this partnership is the ability for Walmart advertisers to leverage the retailer’s vast amount of shopper data and match it with Disney’s proprietary Audience Graph tools. This combination of data sets enables advertisers to better target their audiences and measure data accurately. Through the use of clean-room technology, user data remains secure and cannot be shared with external parties, ensuring privacy for consumers.
With approximately 145 million customers shopping at Walmart both online and in stores on a weekly basis, advertisers now have access to a massive pool of consumer insights. This enables marketers to tailor their advertising campaigns to reach customers wherever they are streaming Disney content, thus maximizing the reach of their marketing efforts.
Additionally, Disney’s inclusion in Walmart’s Partner Lab alongside other major platforms like TikTok, Roku, and NBCUniversal opens up opportunities for collaboration and innovation in advertising. By testing new ad formats and measurement tools, both companies can stay at the forefront of advertising trends and provide advertisers with cutting-edge solutions.
The initial testing phase of this partnership, scheduled to begin in the second quarter, will span across various categories, including consumer electronics, automotive, apparel, and more. With Walmart’s recent acquisition of smart TV maker Vizio for $2.3 billion, the expansion of its ad business is set to accelerate further, providing even more opportunities for advertisers to connect with their target audiences effectively.
The collaboration between Walmart and Disney in the realm of advertising presents a unique opportunity for marketers to harness the power of data and technology to enhance their advertising campaigns. By leveraging Walmart’s shopper data and Disney’s Audience Graph tools, advertisers can create targeted and impactful campaigns that resonate with their target audiences across various streaming platforms. This partnership not only benefits advertisers but also sets the stage for future innovation and growth in the advertising industry.
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