Yes Walmart Buying Vizio is YUGE!
Yes, it's a colossal deal! Walmart's foray into acquiring Vizio for a staggering $2.3 billion isn't just about peddling more goods; it's about elbowing its way into the media and advertising juggernaut arena, a space where Amazon has been comfortably lounging and reaping benefits. This strategic move is poised to transform Walmart from a retail
colossus to a formidable player in the advertising domain, leveraging Vizio's Smart TV prowess and its over 18 million active accounts. It's a play that signals Walmart's ambition to not just participate but dominate in the advertising sphere, creating a direct pipeline to consumers' living rooms. Jeffrey Bustos from IAB shared his insights, emphasizing the vital role of first-party data in today's advertising ecosystem. "Mining a bunch of first-party data," Bustos
explained, "is kind of useless unless you leverage that audience to find new users." But with the acquisition of Vizio, Walmart sidesteps this challenge, gaining access to a wealth of viewer data, positioning itself as a titan in consumer targeting through connected TV (CTV). Jed Meyer, SVP of Media Solutions at Kantar, wasn't surprised by Walmart's move. "It's super logical to me," he said, highlighting Walmart's historical interest in the video space and the
attractive margins compared to traditional retail. Meyer views this acquisition as a strategic flex, aligning perfectly with Walmart's broader ambitions in media and advertising. Amy Rumpler, SVP at Basis Technologies, pointed out the symbiotic relationship between Walmart and Vizio, where data exchange enhances consumer insights, fueling Walmart's product offerings and search feeds within its app. "It's going to be interesting to see how this drives forward the
in-store experience," she noted, underlining Walmart's unique position to leverage its massive physical footprint in a digital-first advertising strategy. Shamim Samadi from Roscoe Labs highlighted the significance of this deal for Walmart's CTV and retail media ambitions. "Walmart's going to just turn on their firehose of demand on Vizio's supply," Samadi predicted, underscoring the transformative impact of owning a major CTV player. Seth Dallaire, Walmart US chief revenue officer, emphasized the deal's role in propelling Walmart's advertising business, which, despite reaching $3.4 billion last year, still represents a fraction of its total sales. This acquisition is a bold step towards diversifying revenue streams, supplementing the low-margin retail business with lucrative advertising, health care, and financial services. James Avery, CEO of KEVEL, pointed out the strategic importance
of addressable advertising, facilitated by first-party data. "Walmart's like, how do we get that? I will buy a TV company, which I guess works," Avery mused, highlighting the tactical nature of the acquisition in strengthening Walmart's advertising capabilities. Walmart's move is a clear signal to other retail giants like Kroger and Target, who are also expanding their advertising businesses, following in the footsteps of Amazon. With Amazon's ad services business
growing by 27% last quarter, Walmart's acquisition of Vizio is not just about competing; it's about setting a new standard in the integration of retail and digital advertising, aiming to capture a significant share of the booming market for streaming ads as more consumers cut the cable cord. In this chess game of retail and advertising giants, Walmart's purchase of Vizio is a masterstroke, leveraging technology to not only enhance its advertising reach but also to
redefine the retail experience, both online and in-store. It's a bold leap towards a future where shopping and entertainment are seamlessly intertwined, all under the watchful eyes of Walmart's burgeoning advertising empire.
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THREE STORIES THAT YOU NEED TO KNOW in a format that isn't TL:DR summarized for the busy executive.
The digital landscape is about to get a major facelift, and let me tell you, it’s not just a little Botox here and there. According to the brainiacs over at Gartner, we’re looking at a 25% nosedive in traditional search engine traffic to publisher sites within two years, thanks to the new hotshots on the block: generative AI chatbots. These shiny new toys from the likes of Google, Microsoft, and
OpenAI are becoming the go-to for answers, effectively elbowing out old-school search engines. It’s like replacing your reliable, slightly boring friend with a more exciting, albeit unpredictable, AI buddy for movie recommendations. Marketers, previously basking in the glow of PPC and SEO, are now scrambling to realign their strategies as GAI becomes the cool kid in town, changing the game from content creation to customer engagement. And with 75% of tech marketers expected to jump on the GAI
bandwagon, the race is on to keep content fresh, relevant, and, dare we say, ethical. So, buckle up, folks; the ad world is about to get a whole lot more interesting, with a side of existential dread for the traditionalists.
Oh boy, the marketing world's diversity scoreboard is showing some numbers that should have us all sitting up straighter. According to the latest from ANA, AIMM, and SeeHer, we've taken a step back in the cha-cha of
progress, with ethnic diversity among marketers dipping from a somewhat cheery 32.3% in 2022 to a more somber 30.8% in 2023. It’s like the industry had a New Year's resolution to embrace diversity and then promptly forgot about it come February. The drop is especially glaring for Hispanic and Latino colleagues, widening an already gaping disparity with their representation in the general U.S. population. Amidst this backslide, there’s a glimmer of hope with senior roles showing a bit more color
and women continuing to rock the marketing world. But let's be real, if marketing's mirror to the world gets any less reflective of its true diversity, we might just end up marketing to ourselves.
Nate's journey from a laid-off Brooklyn-based creative director to a thriving freelance graphic designer epitomizes the seismic shift in the workforce landscape. Gone are the days when a steady job equaled security. Post-pandemic, Nate discovered the silver lining in his layoff,
transitioning from the traditional employment model to a more flexible, freelance approach. This pivot not only allowed him to sidestep the constraints of conventional job markets but also to embrace a lifestyle with greater control over his work-life balance, health, and personal fulfillment. His story reflects a broader trend captured in A.Team's survey, where a significant portion of knowledge workers now view freelancing as a more attractive and secure option than full-time employment,
thanks to the allure of autonomy, flexibility, and the enabling power of generative AI. This narrative underscores a growing disillusionment with the stability of full-time work and signals a potent shift towards a freelance economy, reshaping notions of job security and professional fulfillment in the modern era. Read the full article at
Digiday
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