Walmart has partnered with Roku to provide shoppable ads to viewers streaming content through Roku streaming devices. The partnership will offer a first-of-its-kind shopping experience directly through streaming television in the burgeoning “T-commerce” industry – selling direct to consumers through streaming television.
The ads will enable Roku users to shop and make purchases through their Roku-enabled smart TV or Roku internet-enabled streaming device using their remote control. Payment details will be populated with information stored in their Roku Pay account at checkout, which can then be confirmed using the remote. Walmart completes the transaction by sending an email confirmation with shipping, return, and customer support information.
Roku provides smart ad targeting, optimization, and measurement through their OneView platform. Marketers can use Roku Brand Studio to create custom shoppable ad experiences for the Roku platform. As part of the partnership, Walmart is the exclusive retailer for fulfilling purchases made via Roku’s shoppable ads, shipping out the products featured in the ads.
“We’re working to connect with customers where they are already spending time, shortening the distance from discovery and inspiration to purchase,” Walmart Chief Marketing Officer William White said while announcing the partnership with Roku. “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.”
The partnership with Roku makes a lot of sense for Walmart. Interpret VideoWatch® data shows that 63% of Roku hardware owners have purchased from Walmart in the past 3 months – more than any other physical or online retailer, including Amazon (61%). Making the path to purchase easier for its existing customers could lead to more sales – and possibly entice new customers with its ease of use at the time of interest, furthering their advantage among digital streamers.
For Roku, it differentiates its advertising opportunity from other streaming providers, which could attract new advertisers to the platform. Exposing its more than 61 million accounts to a Walmart shopping experience from the comfort of a living room couch could prove very appealing to big brands selling products at the nation’s leading retailer. The partnership also comes at a time when ecommerce behemoth Amazon is nipping at Walmart’s heels.