With a little more than a full year under ownership of retail giant Walmart, a key theme in VIZIO’s #NewFronts presentation this week was the connection between commerce and content - and the ability to draw a clearer line between the two for advertisers. To help with that it’s starting to roll out a new unified login for new Vizio-powered TVs, where customers will use their Walmart account to login and access smart TV features. Part of the aim is to create an identify framework of who’s watching across devices and to connect streaming engagement directly with retail interactions. But it’s not just about connecting #CTV ads to retail sales and lower-funnel, as advertisers are still looking to the TV channel for its historical benefits of a brand-building and awareness vehicle that may influence eventual purchases. Per Vizio’s Mike O'Donnell, “we also understand not every ad drives to a shelf right away. Some are designed just to build an emotional connection” “Content to commerce refers to the role TV experiences play in driving business outcomes." Check out more from Vizio’s NewFront in my article on StreamTV Insider. https://lnkd.in/e-94_Czg
thanks for coming!