NEW YORK and BENTONVILLE, Ark. — At the 2026 IAB NewFronts, Walmart and VIZIO will showcase new integrations, first-to-market branded content with L’Oréal, and the latest CTV campaign results as they continue expanding their scaled content-to-commerce platform. The companies are merging storytelling, retail data, and closed-loop measurement to help advertisers better connect media exposure to sales outcomes through VIZIO’s brand solutions suite. Retired NBA champion Shaquille O’Neal is also expected to appear on stage during the event.
Streaming now makes up more than half of all TV viewing time¹, but content, commerce, and measurement are still fragmented. Walmart and VIZIO aim to fix this by connecting VIZIO’s smart TV operating system and onn TVs with Walmart’s retail reach. Walmart contacts about 150 million U.S. customers weekly online and in stores², while VIZIO devices—sold through Walmart—bring that reach into the home. The companies say this integration allows advertisers to link CTV ad exposure to purchases using closed-loop attribution.
Walmart and VIZIO also plan to introduce a unified login for new VIZIO OS and on TVs powered by VIZIO, enabling users to access Smart TV features through their Walmart accounts. The companies say this approach simplifies setup while creating a consistent identity layer across devices, with data managed in an aggregated and permissioned manner.
As part of its content strategy, Walmart and VIZIO will announce a product placement with L’Oréal and a global content partner. The initiative integrates L’Oréal products into premium content on VIZIO OS in the U.S., supported by Walmart’s first-party data, along with additional retail integrations across Walmart’s digital and physical channels.
Early campaign data highlights the potential impact of these efforts. According to Walmart, 65% of surveyed customers said CTV ads helped them discover new products³. Campaigns run through Walmart Connect recorded a median viewing rate of 44%⁴, with brands such as Cafe Bustelo achieving incremental reach beyond linear TV.
1 VIZIO Inscape ACR data, Q4 2025.
2 Walmart annual report papers, March 14, 2025
3 Walmart Connect Creative Video Survey, December 2024, Partner Connect
4 Walmart first-party data, Feb 1, 2025 – Jan 31, 2026; offsite CTV campaigns during Feb 1, 2025 – Jan 31, 2026; median reflects the 50th percentile (midpoint) of a given distribution; new-to-brand is defined as a customer who purchases a product of advertised itemset from Walmart site and app as a result of an ad campaign, after not having purchased any itemset product on Walmart site and app for the previous 12 months.
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