The recent partnership between Walmart and Disney has opened up new possibilities for advertisers looking to target specific audiences. By leveraging Walmart’s shopping data and combining it with Disney’s Audience Graph tools, advertisers now have the ability to reach customers with more precision. This enhanced data matching process allows advertisers to run more effective campaigns and measure the impact of their advertising efforts.
With approximately 145 million customers shopping at Walmart both online and in stores weekly, the wealth of data available for advertisers is substantial. By gaining access to Walmart’s shopper insights, marketers can tailor their campaigns to reach customers wherever they are streaming Disney content. This level of granularity in data collection and analysis provides brands with valuable marketing insights that can lead to more targeted and impactful advertising strategies.
As part of the partnership, Disney will join Walmart’s Partner Lab, where companies like TikTok, Roku, and NBCUniversal also collaborate to test new ad formats and measurement techniques. This collaborative environment fosters innovation and allows each company to experiment with different advertising approaches. By working closely with Walmart, Disney can explore new marketing strategies and stay at the forefront of advertising trends.
The partnership between Walmart and Disney represents a significant step towards diversifying advertising opportunities across various industries. With initial testing of the partnership set to begin in the second quarter, advertisers in categories such as consumer electronics, automotive, and apparel will have the chance to explore new advertising formats and reach audiences in innovative ways. This diversification of advertising opportunities can help brands stay competitive in a rapidly evolving digital landscape.
Overall, the partnership between Walmart and Disney has the potential to reshape the advertising industry by providing advertisers with enhanced targeting capabilities, valuable marketing insights, collaborative testing opportunities, and diversified advertising options. As the partnership continues to evolve and expand, advertisers can expect to see new and innovative ways to reach their target audiences across multiple platforms.