Walmart (WMT), the nation’s largest retailer, and Disney, one of the largest entertainment networks in the world, have teamed up to target web fans with ad campaigns on Disney Plus and Hulu, Disney’s streaming platforms. Walmart’s shopping data will be used by advertisers to target web fans on Disney’s streaming portfolio. Retail giants are looking at streaming platforms to video stream ads to obtain new customers and web fans.
On Wednesday, Walmart and Disney announced a partnership that will match users’ data without violating privacy. The deal between Disney Advertising and Walmart Connect has been announced but might face government regulations as privacy and competition advocates see issues.
Ryan Mayward, Walmart Connect’s senior vice president of retail media sales, released a statement mentioning the immense potential of this new partnership. The VP also noted that Walmart gets roughly 145 million customers shopping online and in-store per week. With the new partnership, marketers’ campaigns could reach many web fans by streaming on Disney channels.
Jamie Power, SVP of Addressable Sales at Disney, said the entertainment giant was “enabling advertisers to plan, buy, and measure in an automated way while bringing marketers closer to understanding purchase intent and true outcomes.”
The statement also noted that Walmart had “incredible data insights for planning and measuring” and that this would be “a winning combination for advertisers.”
Both Amazon and Walmart, the two giant retailers in the US, are looking at marketing brands on streaming platforms as web fans use these services more, and cable and other traditional advertising platforms are no longer translating advertisement spending to sufficient consumer spend.
According to a PYMNTS Intelligence study that surveyed over 4,600 US consumers, more than 75 percent said they “used connected devices in the previous month while engaged in leisure activities.” One in three consumers said they used these devices to shop.
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