NBCUniversal and Walmart have collaborated on a series of new shoppable TV experiences and measurement capabilities for the network’s linear and streaming live sports coverage that will kick off Thanksgiving night. The partnership includes an integration with Walmart’s Connect retail media platform, which will provide advertisers with more in-depth campaign reporting.
Through the new media experience, viewers will be able to shop exclusive holiday deals and more from brands sold at Walmart through an on-screen QR code. NBCUniversal’s new text-to-shop functionality also will take center stage via the network’s new Shop the Pod ad format. Walmart itself will capitalize on the new features, running a two-minute segment from its new Deals of Desire campaign that will showcase the retailer’s biggest holiday deals.
Through Walmart Connect and NBCUniversal’s data collaboration, advertisers will be provided with closed-loop measurement to attribute sales across linear and streaming media displayed during programming.
“The power and reach of NBCUniversal’s sports portfolio is unmatched — bringing game day action to life for fans and brands in a highly engaging and effective ecosystem,” said Alison Levin, President of Advertising and Partnerships for NBCUniversal in a statement. “By teaming up with the powerhouse of Walmart and Walmart Connect, we’re differentiating the viewer experience with a first-of-its-kind shoppable activation, while also amplifying real, cross-platform accountability for marketers on one of our biggest stages. This is the next era of advertising — the most compelling content, an innovative viewer experience and real, cross-platform reach and attribution.”
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An Advertising Game-Changer
This collaboration stems from a longstanding partnership between NBCUniversal, Walmart and Walmart Connect that already spans commerce innovation and attribution. Walmart served as the launch partner for NBCUniversal’s Must Shop TV, and Walmart Connect and NBCUniversal have been collaborating for some time. This latest iteration of the partnership, venturing into the live sports arena, is a natural next step that the partners said will continue beyond Thanksgiving.
“Walmart customers love professional football — 86% of surveyed customers told us they watch the games,” said Rich Lehrfeld, General Manager and SVP of Walmart Connect in a statement. “The new advertising opportunities we’re introducing, powered by Walmart’s scale and reach, will be a game-changer in helping to solve the linear equation by tying our in-store purchase data to linear audiences.”
To learn more about retail media, check out our full guide here.
