NEW YORK, NEW YORK – May 8, 2024 – Disney Advertising and Walmart Connect have solidified an agreement to bring the retailer’s industry-leading audience solutions and measurement to Disney’s Addressable streaming inventory. This collaboration will enable enhanced audience targeting and outcome-based measurement for brand campaigns across Disney’s streaming portfolio including Hulu and Disney+.
Connecting Walmart’s customer insights with Disney’s proprietary Audience Graph will help advertisers reach their desired audiences and measure the impact of their campaigns through closed-loop attribution.
“Disney is committed to bringing innovative solutions to advertisers that tap into unique and actionable first-party data to drive insights, and prove effectiveness through the most transformative technology,” said Jamie Power, SVP, Addressable Sales, Disney. “Simply put, we are enabling advertisers to plan, buy and measure in an automated way while bringing marketers closer to understanding purchase intent and true outcomes. Walmart has incredible data insights for planning and measuring, that when combined with the most impactful streaming environments— is a winning combination for advertisers.”
“Combining Walmart’s unique omnichannel customer insights with the incredible scale and reach of Disney+ and Hulu content is a huge unlock for marketers,” said Ryan Mayward, Senior Vice President of Retail Media Sales for Walmart Connect. “Approximately 145 million customers1 shop with us online and in stores weekly. Now, marketers will be able to apply those insights to their full-funnel campaigns to reach customers wherever they’re streaming Disney content.”
Through this first-to-market collaboration, Disney Advertising joins Walmart Connect’s Partner Lab, a testing ground to improve and innovate omnichannel connections across CTV, social, livestreaming and more.
And, for the first time, advertisers will be able to apply Walmart’s proprietary omnichannel purchase data to campaigns for measurement enabled by a sync to Disney’s Audience Graph via clean room technology and enabled through a private marketplace programmatically. This collaboration between Disney and Walmart Connect will give marketers buying flexibility, a holistic view of reach and frequency and enable clients to activate and measure KPIs that are important to them.
This proof of concept launches in Q2 with select advertisers across categories like CPG, Consumer Electronics, Telco, Auto, Apparel, Beauty and OTC Pharmaceuticals and will continue to be scaled for all eligible advertisers who want to tap into the opportunity over the next couple months.
1 Source: Walmart annual report workpapers, January 2024
Media Contacts:
Kelly Liyakasa for Disney Advertising
Julia Thornton for Walmart Connect