Walmart moves to grab a bigger chunk of the TV ad business
Walmart is expanding its advertising business by partnering with Warner Bros. Discovery to allow brands to target shoppers on linear TV networks. This move leverages Walmart's proprietary sales data to help advertisers measure the effectiveness of their TV campaigns.
Why it matters
It marks a significant shift in retail media, as major retailers increasingly compete with traditional media companies for large-scale TV advertising budgets.
Walmart ads are coming to a TV near you. Justin Sullivan/Getty Images Walmart is making a bigger play for TV ad dollars. It's struck a partnership with Warner Bros. Discovery. The deal means advertisers can reach Walmart shoppers on linear TV networks like TBS. Walmart is taking its ad business to the TV screen. On Tuesday, Walmart exclusively told CMO Insider that advertisers can now use its shopper targeting and measurement data on linear TV through a new partnership with Warner Bros. Discovery, which is merging with Paramount to form Skydance. The move positions Walmart more favorably in its pursuit of the big brand budgets traditionally spent on TV, and beyond the performance marketing spend that typically accounts for the largest share of its Walmart Connect ad business .
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