Walmart and Roku first-party data show the shoppable ads received at least three times higher clickthrough rates than average video campaigns powered by the Walmart Demand Side Platform (run in conjunction with The Trade Desk) during the pilot that ran from November through February.
Procter & Gamble Co. and Reckitt are among those pleased with what they’re seeing.
“We believe a frictionless omnichannel shopping experience is where the industry is going and should go,” said Jeff Metzner, VP of Walmart team marketing and communications at P&G, in the statement. “The ability to purchase a product directly from a connected TV ad has potential to reduce that friction for the consumer, so we’d like to see these capabilities continue to develop.”
“Walmart Connect and Roku's new shoppable technology combines a frictionless shopping experience for brands and new ways to engage with consumers for the future,” said Grant Marcus, Team Lead, Omnichannel Marketing for Reckitt Nutrition. “We are always looking for new ways to reach parents and this tool helps educate and convert seamlessly.”
In light of the results, Walmart is expanding its Roku partnership to include the platform’s premium inventory within its CTV offering via the DSP, the companies announced.
“The overwhelming success of our pilot with Walmart reinforces our shared belief that the ease and convenience of TV streaming makes it the next great destination for e-commerce,” said Lindsay Pullins, director of ad revenue partnerships at Roku, in the statement.
“The simplicity and seamlessness of seeing an ad and just making a purchase through Roku is the type of experience that consumers have wanted out of interactive TV but hasn’t been delivered to them,” Mayward said. “Brands we chose for the pilot had great creative and products that lend themselves to T-commerce. You’re not going to buy a $400 TV with 10 seconds of consideration, but consumer packaged goods, definitely.”