Walmart is buying Vizio for $2.3B.
The move highlights several key trends impacting the future of retail, media, and advertising:
1. Retail and Entertainment Convergence: Walmart recognizes the lines between retail and entertainment are increasingly blurring. By owning a platform that combines retail capabilities with entertainment offerings, Walmart can offer a seamless experience from entertainment to the retail self. Ads that include QR codes or “buy now” buttons can lead straight to a Walmart shelf.
2. Expanding Omnichannel Advertising Solutions: Walmart Connect’s growth and its integration with VIZIO’s advertising business reflect a focus on growing omnichannel solutions. Advertisers will have diverse opportunities to reach customers across multiple touchpoints, enhancing the effectiveness of advertising campaigns.
3. Enhanced Customer Engagement through Smart Home Devices: The acquisition indicates a push towards leveraging smart home devices to enhance customer engagement. The move recognizes the growing role connected devices in the home are having in driving and directing content.
The move points to a future where advertising is increasingly integrated with entertainment and smart home technology, offering more personalized and immersive experiences to consumers. It also underscores the growing importance of connected TV platforms and omnichannel strategies in reaching and engaging customers.
