Walmart/VIZIO NewFront 2026: Connecting Content and Commerce
Key announcements
Integrated Walmart/Vizio login
More integrated ad formats like homescreen and pause ads
Premium content integrations for brands
At their first fully integrated NewFront presentation since the Walmart acquisition of Vizio in 2024, the companies unveiled new integrations, branded content innovations, and new CTV campaign results as they accelerate the buildout of a scaled content-to-commerce solution.
Unified Login
One of the biggest announcements is that the retail giant and one of the biggest TV marketers will implement a unified account login experience for new VIZIO OS TVs and Onn TVs powered by VIZIO, enabling customers to use their Walmart account to access Smart TV features.
It’s not hard to see the attraction for advertisers. VIZIO OS, the platform’s operating system, currently reaches between 25% to 30% of U.S. households.
According to Walmart, “the new, streamlined login simplifies setup while establishing a secure identity framework across devices, connecting streaming engagement directly with retail interaction. All integrations are designed to respect consumer choice and privacy, with data used in aggregated, permissioned, and compliant ways.”
“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, Business Integration and Planning for Walmart Inc.
According to VIZIO Group VP of Advertising and Data Sales Adam Bergman, the companies “are connecting retail intelligence with Vizio’s connected TV footprint so brands can activate and measure on real shopping behavior.”
L’Oreal Product Integration
Beyond a unified login, the companies are also pushing out more integrated ad formats like homescreen takeovers and pause ads.
As part of that push, Walmart and VIZIO announced a first-to-market partnership with L’Oreal. According to Marketing Dive, “L’Oréal products will appear in VIZIO OS content across the U.S., with placements informed by Walmart’s retail media insights. Walmart will also create product pages and omnichannel retail touchpoints to link content elements to purchases.”
“We’re thinking about the home screen really as the front door to the living room,” said Nora Wolfe, SVP, U.S. Head of Media, L’Oréal. “It gives us the opportunity to get in front of all 92 million Vizio homes before they pick their content or get behind a paywall where we can’t reach them.”
Read more
Walmart and VIZIO Scale Content to Commerce at NewFronts (Walmart)
Walmart, Vizio Outline Strategy for Tying CTV Ads to Retail Outcomes (Marketing Dive)
Vizio Helps Walmart Cut A Bigger Slice Of The CTV Ad Pie (AdExchanger)
Walmart And Vizio Lift The Curtain On Combined Streaming Ad Strategy (Deadline)