Today Walmart and Roku announced a first-of-its-kind partnership to make TV streaming the next e-commerce shopping destination. Walmart will be the exclusive retailer to enable streamers to purchase featured products fulfilled by Walmart directly on Roku, America’s #1 TV streaming platform.*
The new experience offers product discovery with a seamless checkout experience, enabling purchase directly at the time of inspiration.
“We’re working to connect with customers where they are already spending time, shortening the distance from discovery and inspiration to purchase,” said William White, Chief Marketing Officer, Walmart. “No one has cracked the code around shoppability, until now. By working with Roku, we’re the first to market retailer to bring customers a new t-commerce experience and seamless checkout on the largest screen in their homes – their TV.”
What does the partnership mean for advertisers?
The strategic integration uses Roku’s purpose-built advertising tech stack to bring all the benefits of streaming TV advertising -- targeting, optimization, and measurement. OneView, Roku’s ad-buying platform for TV streaming, will have the exclusive capability to activate and measure these shoppable ads. Additionally, marketers will be able to use Roku Brand Studio to design custom creative and branded content built for TV streaming and shopping.
How do shoppable ads work?
- To get started, viewers simply press “OK” on a shoppable ad and proceed to checkout with their payment details easily pre-populated from Roku Pay, Roku’s purpose-built payments platform.
- From there, a single tap of “OK” on the Walmart checkout page completes the order.
- A Walmart purchase confirmation is then emailed with shipping, return, and support information. It’s that simple.
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*America’s No. 1 TV streaming platform is based on hours streamed according to Hypothesis Group, October 2021
