Connected TV (CTV) advertising is reshaping how brands reach shoppers…and Walmart sellers are right in the middle of the change.
CTV ads appear on internet-connected televisions through streaming devices like Roku, Fire TV, or smart TVs such as Vizio. Unlike traditional TV ads, these are powered by data and measurable outcomes. That means sellers can reach specific audiences, track performance, and see how video impressions turn into real sales.
Walmart’s recent move into CTV through Walmart Connect and its Vizio acquisition signals a major step in retail media. By bringing together its eCommerce platform, in-store shopper data, and now television screens, Walmart is creating a truly omnichannel advertising ecosystem. For sellers, it’s an opportunity to connect with customers in their living rooms before they ever start searching for a product.
This shift gives sellers a new way to influence buying behavior earlier in the shopping journey. A well-placed video ad can now inspire a search on Walmart.com, a click on a Sponsored Product, and eventually, a checkout. With CTV, every stage of the funnel – from awareness to conversion – is measurable.
As more consumers stream rather than watch cable, Connected TV advertising is quickly becoming a must-have in the media mix. For Walmart sellers, it’s about building visibility, driving engagement, and closing the loop between brand storytelling and sales performance. Below, we will go over everything there is to know about Connected TV Ads and how Walmart is approaching retail advertising.
If you’d like to see how other brands are growing with data-driven advertising, check out our Success Stories. You’ll find real examples of how Trellis has helped sellers boost visibility, optimize spend, and scale profitably across Walmart and Amazon.
Key Insights
- Connected TV (CTV) is redefining retail advertising. Walmart’s CTV ecosystem lets sellers reach streaming audiences and measure performance all the way to purchase.
- Walmart’s partnership with Vizio expands reach and precision. Sellers can now appear on Vizio’s SmartCast home screen, WatchFree+ channels, and future shoppable formats.
- Full-funnel integration drives better results. When CTV ads are combined with Sponsored Search and Display, sellers see higher engagement, improved brand recall, and stronger return on ad spend (ROAS).
What Are Connected TV Ads and Why Do They Matter?
Connected TV (CTV) ads are video ads that appear on internet-enabled televisions…think of smart TVs, Roku, Amazon Fire TV, or gaming consoles. Instead of buying a traditional broadcast slot, brands deliver their ads through streaming services and apps, reaching viewers who are already logged in and engaged.
For Walmart sellers, this means your ad can now appear while someone’s streaming their favorite show, not just when they’re browsing online. And because these ads are powered by digital data, they’re far more targeted and measurable than traditional TV commercials.
Read more: Updates from Walmart Seller Summit 2025
The Difference Between Traditional TV and CTV Ads
Traditional TV advertising relies on broad demographics and ratings. You’re buying time during a show, not direct access to an audience. CTV flips that model. It uses first-party data to match ads with individual households or shopper segments — the same kind of targeting used in search or display advertising.
This data-driven approach gives sellers the ability to:
- Reach high-intent audiences already shopping or browsing Walmart.
- Personalize messages based on behavior or interests.
- Track engagement, clicks, and even sales attribution after a viewer sees the ad.
CTV and the Growth of Retail Media
Retail media networks like Walmart Connect are changing how brands think about TV altogether. With Walmart’s access to millions of shopper insights and purchase signals, CTV becomes more than an awareness tool, it becomes a performance channel.
Instead of guessing if a commercial boosted sales, Walmart can connect ad exposure directly to online and in-store transactions. Sellers can finally understand which video impressions lead to conversions, and which audiences are driving the best return on ad spend.
Connected TV advertising matters because it turns one of the most familiar screens (the television) into a measurable, full-funnel marketing tool. It brings the storytelling power of TV together with the precision and accountability of digital advertising.
Why Connected TV Ads Are a Game-Changer for Walmart Sellers
Connected TV (CTV) advertising gives Walmart sellers something they’ve never truly had before: the ability to reach shoppers in their homes with precision, measure that impact, and tie it directly to sales.
For years, sellers have relied on search ads and display placements to influence shoppers who are already in buying mode. CTV changes that. Now, sellers can start the conversation earlier…during entertainment moments, long before someone types a product name into the search bar.
By combining Walmart’s first-party data with the emotional reach of streaming video, sellers can build awareness, drive consideration, and measure how each impression affects sales performance.
Precision Targeting Through First-Party Data
Walmart’s advantage is its data. Every online and in-store purchase provides insight into what customers buy, how often, and when. When applied to CTV, that data enables sellers to target precise audience segments. For example, “value-focused families,” “new parents,” or “DIY home shoppers.”
Instead of casting a wide net like traditional TV, you’re showing your ads to shoppers who are most likely to care about your products. That precision means better engagement, more efficient spending, and stronger return on ad spend (ROAS).
From Awareness to Action: Full-Funnel Measurement
CTV used to sit at the top of the funnel: great for awareness, but tough to track. Walmart Connect changes that by integrating CTV campaigns with Sponsored Search and Display.
When someone watches a CTV ad for your brand and later searches for that product on Walmart.com, Walmart can connect those actions. You see not just impressions and views, but how CTV drives searches, clicks, and purchases.
This is what makes CTV a true full-funnel channel: it connects brand storytelling to measurable sales outcomes. which is the best of both worlds.
Real-Time Optimization and Dynamic Creative
Through Walmart Connect’s partnership with Innovid, sellers gain access to Dynamic Creative Optimization (DCO) technology. That means your CTV ads can adjust in real time: different headlines, product visuals, or offers can appear based on who’s watching.
It’s no longer one ad for everyone. With dynamic creative, Walmart sellers can tailor messaging to different audiences and moments: For example, promoting seasonal products during holidays or emphasizing bundle savings during back-to-school season.
The result? More relevant ads, better engagement, and smarter spend efficiency.
Read more: Walmart Keyword Research: The Ultimate Guide For Sellers
Walmart + Vizio: Powering the Next Wave of Retail Media
Walmart’s acquisition of Vizio in 2024 officially connected two powerful ecosystems: retail media and Connected TV. Together, they’re reshaping how sellers reach shoppers across channels.
With Vizio, Walmart now controls one of the most widely used smart TV platforms in the U.S. Through SmartCast, Walmart can deliver streaming ads, gather viewing insights, and connect those impressions to real-world sales data. For sellers, that means more reach, better targeting, and measurable results, all inside one platform.
This partnership transforms Walmart Connect from an ad network into a true omnichannel marketing engine that touches every part of the customer journey.
The Vizio partnership opens up a major new screen for sellers. Brands can now reach millions of households directly through:
- Vizio’s SmartCast Home Screen: Ad placements appear the moment someone turns on their TV, creating instant brand visibility.
- WatchFree+ Channels: Walmart’s inventory now includes ad-supported streaming channels, perfect for storytelling and brand awareness.
- Shoppable Ad Experiences: Pilots are underway to make ads interactive, letting viewers learn more or even purchase products directly from their TV.
Because Walmart owns both the screen (Vizio) and the store (Walmart.com and physical locations), it can track the full shopper journey, from ad exposure to purchase. That’s what sets Walmart’s retail media apart from other networks.
This closed-loop system lets sellers see how their Connected TV ads actually drive sales, not just views. And with Walmart’s rich first-party data, sellers can retarget engaged viewers, refine their creative, and continuously improve performance.
Read more: 6 Walmart Advertising Strategies for Full-Funnel Results
Holiday and Event Bundles with Vizio
To help brands maximize high-traffic seasons, Walmart and Vizio introduced holiday ad bundles that combine CTV, Sponsored Search, and Display placements. These multi-channel packages make it easier to launch cohesive campaigns across devices and platforms during peak shopping periods.
Imagine running a Connected TV ad during holiday streaming marathons, then reinforcing that same message on Walmart.com through Sponsored Search or Display. The result is stronger recall, higher engagement, and a more consistent customer experience.
How CTV Complements Sponsored Search and Display Ads
Connected TV (CTV) ads don’t replace other Walmart ad formats, they make them stronger. When paired with Sponsored Search and Display, CTV becomes part of a complete, data-driven funnel that builds awareness, drives engagement, and closes sales.
Think of it as a chain reaction: a shopper sees your product on a streaming ad, remembers it, searches for it on Walmart.com, clicks your Sponsored Product, and checks out. CTV starts the conversation: Search and Display finish it.
The “Power Couple” Effect
Walmart Connect’s own studies show that combining CTV and Sponsored Search creates measurable lift across the funnel. When viewers see a CTV ad and then engage with a Sponsored Search campaign, brands experience:
- Higher click-through rates (CTR) on search ads.
- Increased new-to-brand purchases.
- Stronger overall return on ad spend (ROAS).
That’s because the video ad builds brand familiarity and trust, making your search results more likely to get the click. It’s a perfect example of AI Precision + Human Intuition — targeting powered by data, paired with creative storytelling that connects emotionally.
Reinforcing the Message with Display Ads
Display ads extend the impact even further. After someone views a CTV ad, Display placements on Walmart.com and the Walmart app keep your brand top-of-mind.
This consistent messaging across screens ensures shoppers see your product throughout their journey — from discovery to decision.
- CTV: Builds awareness and drives initial interest.
- Display: Reinforces the message during browsing.
- Sponsored Search: Captures conversion-ready shoppers.
Challenges and Considerations for Walmart Sellers
Connected TV (CTV) advertising brings Walmart sellers powerful new opportunities…but it also introduces a few challenges worth planning for. Understanding these early helps you get better results, manage budgets wisely, and avoid common pitfalls.
Here’s what to keep in mind before launching a CTV campaign through Walmart Connect:
Creative Production Requires More Planning
Video creative takes more time and coordination than static ads. Sellers need high-quality visuals, clear messaging, and sound that stands out. Each ad should communicate your brand story in seconds, while aligning with Walmart’s ad guidelines.
If you’re new to CTV, start with existing video assets from social media or product demos. You can refine over time using performance insights and audience data from Walmart Connect. The key is to keep the message short, simple, and relevant to the viewer.
Measurement and Attribution Can Be Complex
CTV advertising is highly measurable — but tracking performance across devices can be tricky.
A shopper might see your ad on a Vizio SmartCast TV, then purchase later on their laptop or in a store. Walmart’s closed-loop system helps bridge that gap, but it’s still important to interpret results carefully.
Monitor key performance metrics like:
- Impressions and Completion Rate: How often your ad is viewed in full.
- Search Lift: How many viewers later searched for your product.
- Attributed Sales: How many transactions link back to your CTV impressions.
Connecting these data points helps you understand your real return on ad spend (ROAS) and refine your creative strategy.
Budget Allocation Across Channels
CTV campaigns often require a larger upfront investment than Sponsored Search or Display. That’s because they’re designed to reach audiences at the top of the funnel, where awareness is built.
To make the most of your spend, balance your budget across channels. Pair CTV with Sponsored Search to capture the shoppers your video ad inspired. This ensures you’re not only building awareness but also converting that attention into action.
Access and Feature Availability
Not every seller will immediately have access to Walmart’s full CTV inventory or the most advanced ad formats. Features like shoppable ads and Vizio home screen placements are still expanding across the Walmart Connect platform.
If you work with a partner or agency, confirm which options are available to you now and plan ahead for new capabilities as Walmart scales its CTV offerings.
Read more: 11 Walmart SEO Strategies For Sellers
How Can Trellis Help With Connected TV Advertising?
Connected TV ads give Walmart sellers powerful new ways to reach shoppers, but success depends on data, timing, and execution. Trellis brings it all together by unifying your CTV, Sponsored Search, and Display performance in one place. Our platform uses AI-powered automation to optimize bids, budgets, and targeting in real time, while analytics connect video impressions to actual sales across Walmart and beyond.
With clear insights and full-funnel visibility, you can see what’s working, refine your strategy, and turn CTV into a measurable, profit-driving channel — helping your brand grow smarter from living room screen to Walmart checkout.
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Future of CTV and Retail Media on Walmart
Connected TV is still in its early stages for Walmart sellers, but it’s growing fast. As Walmart continues to expand its retail media ecosystem, CTV will become a central part of how brands connect with shoppers across channels.
Walmart’s acquisition of Vizio was just the start. Over time, sellers can expect more interactive and shoppable ad formats, where viewers can explore or purchase products directly from their TV screens. This level of interactivity turns brand storytelling into real-time commerce, closing the loop faster than ever before.
We’ll also see deeper integration across Walmart Connect. CTV, Sponsored Search, Display, and In-Store advertising will work together to create a unified shopper journey: one where every impression, click, and purchase is measurable. Sellers who adapt early will have the advantage of learning how to balance spend, creative, and targeting across this connected ecosystem.
As personalization improves, expect Walmart to use AI-driven audience insights to deliver even more relevant ads. The combination of first-party shopper data and streaming behavior will give sellers the power to reach the right customer, at the right time, on the right screen.
CTV isn’t a passing trend…it’s the future of retail media. For Walmart sellers, it’s a way to blend brand awareness with measurable sales results, making every campaign count.
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In Summary: Connected TV Is Redefining Reach for Walmart Sellers
Connected TV is changing how Walmart sellers grow their brands. What used to be a simple awareness channel has evolved into a performance-driven tool that connects streaming engagement with real sales.
With Walmart’s expanding CTV ecosystem, powered by Vizio’s SmartCast platform, WatchFree+, and Walmart Connect’s first-party data, sellers can now reach shoppers where they relax, entertain, and make buying decisions. Every impression becomes an opportunity to inspire action, drive searches, and close the loop from screen to shelf.
For sellers, the message is clear: CTV isn’t a side channel anymore; it’s becoming a cornerstone of retail media. It bridges storytelling and measurement, helping brands build visibility while proving return on ad spend (ROAS) with precision.
And with Trellis, sellers don’t have to manage that complexity alone. Trellis brings every piece of the advertising journey together, CTV, Sponsored Search, Display, and more, into one connected platform. With AI precision and human insight, you can see what’s working, adjust quickly, and grow your brand smarter than ever.