Walmart and VIZIO took the stage at the 2026 IAB NewFronts to announce new platform integrations, a first-to-market branded content deal with L’Oréal and early connected TV campaign results — accelerating the buildout of a content-to-commerce ecosystem that connects streaming audiences directly to retail purchases.
Walmart completed its acquisition of VIZIO in December 2024. The NewFronts presentation marks the companies’ most public demonstration yet of how they intend to monetize that combination.
Foundational premise
Streaming accounts for more than half of all TV viewing time, according to VIZIO Inscape ACR data from Q4 2025, yet content, commerce and measurement remain fragmented across the industry. Walmart and VIZIO are positioning themselves as the solution: a smart TV operating system across VIZIO and onn TVs paired with the scale of the country’s largest omnichannel retailer, which serves approximately 150 million U.S. customers each week online and in stores.
The companies are implementing a unified account login experience for new VIZIO OS TVs and onn TVs, enabling customers to use their Walmart account to access Smart TV features. The integration creates a secure identity framework that connects streaming engagement to retail behavior.
Courtney Naudo, SVP of business integration and planning at Walmart, said the login integration lays critical groundwork. “By unifying account access, we’re creating a seamless experience across screens while laying the groundwork for deeper integration between retail and entertainment,” Naudo said.
All integrations are designed with consumer choice and privacy in mind, with data used in aggregated, permissioned and compliant ways, the company said.
L’Oréal Product Placement Deal
The headline brand announcement is a first-to-market product placement integration with L’Oréal within premium content across VIZIO OS in the U.S., powered by Walmart’s first-party customer insights. Creative extensions will span Walmart product pages and omnichannel retail touchpoints, creating a path from content discovery to in-store or online purchase.
Nora Wolfe, SVP and U.S. head of media at L’Oréal, said the deal reflects a new model for brand integration. “This collaboration demonstrates the power of integrating premium storytelling with retail to inspire customers and drive measurable business impact within a closed-loop ecosystem,” Wolfe said.
Early Campaign Results
Walmart and VIZIO reported that 65 percent of surveyed Walmart customers said CTV ads helped them discover new products. Successful CTV campaigns via Walmart Connect delivered a median viewing rate of 44 percent. A Cafe Bustelo campaign drove 98 percent incremental household reach beyond linear TV.
The presentation also featured a fireside chat with retired NBA champion Shaquille O’Neal, a Walmart brand partner, on the relationship between commerce and content.
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