Walmart and VIZIO took the stage during 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 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 the fourth quarter of 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 about 150 million U.S. customers each week online and in-store.
The companies are implementing a unified account login experience for new VIZIO OS TVs and onn TVs, enabling customers to use their Walmart accounts to access Smart TV features. The integration creates a secure identity framework that connects streaming engagement to retail behavior.
“By unifying account access, we’re creating a seamless experience across screens while laying the groundwork for deeper integration between retail and entertainment,” said Courtney Naudo, SVP of business integration and planning at Walmart.
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.
“This collaboration demonstrates the power of integrating premium storytelling with retail to inspire customers and drive measurable business impact within a closed-loop ecosystem,” said Nora Wolfe, SVP and U.S. head of media at L’Oréal.
Early campaign results
Walmart and VIZIO reported that 65 percent of surveyed 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 chat with retired NBA champion Shaquille O’Neal, a Walmart brand partner, on the relationship between commerce and content.
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