Walmart picks Innovid to boost personalized CTV advertising

Walmart has enlisted Innovid to help advertisers on the retail giant’s demand-side platform deliver more personalized and interactive ad creatives for connected TVs.

Innovid will integrate its dynamic creative optimization (DCO) technology into the Walmart DSP, enabling advertisers to automatically optimize campaigns that can deliver effective messages to consumers in real time.

The integrated features are now available for Innovid clients already using the Walmart DSP. Additionally, Innovid will offer ad delivery services to ensure high-quality video experiences for the end consumer.

Krista Panoff, SVP of global enterprise development at Innovid, noted this partnership will “further enhance the relevance and effectiveness of CTV ad creative and provide independent ad serving to ensure the highest quality and consumer experience, across all devices.”

“Our customers will be able to create even more personalized and relevant ad campaigns that drive better results, while maintaining a seamless, efficient workflow,” she said in a statement.

The Walmart DSP, which is powered by The Trade Desk, measures both online and in-store performance. According to Panoff, marketers can leverage the platform to reach “millions of customers across inventory, optimize their media spend, and connect with consumers on highly sought-after platforms like CTV and beyond.”

Walmart’s partnership with Innovid comes as companies continue to work on making ads more appealing to consumers. Shoppable ads are a particularly hot topic, with Walmart last year launching a pilot program on Roku. The retailer said at the time it’s using shoppable ads “to connect with customers where they are already spending time.”

Doug Montgomery, senior analyst at Aluma Insights, said in a column the potential of shoppable ads rests largely with Gen Z, as the demographic is already accustomed to “click and subscribe” products and services.

“Retailers, platforms, networks, and the makers of 'stuff' will all need to keep a keen eye on this group and adjust their strategies accordingly,” Montgomery wrote.

As for CTV, media investment on the platform is expected to rise almost 15% this year, according to IAB, which also predicted more buyers will turn to shoppable ads, retail media network ads as well as data clean rooms.

PadSquad is one player in the space that’s aiming to make more efficient shoppable and interactive ads for CTV. The company’s head of strategy and marketing recently told Fierce Video it’s using Innovid’s technology to launch ad campaigns in seven to 10 days – a much shorter timeframe than the standard of three to six weeks.