Walmart Expands Media Platform with Vizio Programs

Walmart is taking a new approach to reach customers by launching its own series of programs through Vizio, the TV manufacturer it acquired in 2024. These programs aim to showcase products that viewers can purchase in-store or online before they even visit Walmart’s physical locations or website. One such program, “Backyard Escapes,” hosted by Tan France, featured goods from various advertisers like ScottsMiracle-Gro, Procter & Gamble, Blackstone, and more, centered around patio and garden shopping. Another upcoming program, “Join the Club,” hosted by Josh Gad, will focus on college-bound students preparing for campus life. These programs are set to engage viewers and drive sales for both Walmart and its advertising partners.

Walmart’s decision to utilize Vizio as a media platform highlights its strategy to create a space for advertisers to connect with customers and boost product discovery. Courtney Naudo, senior vice president of Walmart’s Vizio, emphasizes the importance of organic storytelling and aligning brands seamlessly within the content to build trust with customers.

According to Khurrum Malik, vice president of business and product marketing at Walmart Connect, the goal of these programs is to entertain viewers while allowing advertisers to drive sales without interrupting the consumer experience. By integrating brands into the program flow, Walmart aims to create a desire for shopping among viewers, ultimately leading to increased digital sales and new customer acquisition in various product categories.

The success of “Backyard Escapes” in boosting digital sales by 50% and reaching a significant portion of American households demonstrates the potential of branded content experiences on Vizio. Walmart plans to continue launching similar programs in the future to engage viewers and drive sales through storytelling and entertainment.

With Walmart’s innovative approach to leveraging Vizio as a media platform, advertisers have a unique opportunity to connect with customers at scale and create impactful brand experiences. As Walmart and Vizio continue to collaborate on new programming, the future looks bright for engaging storytelling and seamless shopping integration.