In December 2024, Walmart worked on and finalised its $2.3 billion acquisition of Vizio, an effective move to boost its advertising capabilities through Vizio’s Platform Plus. This partnership reflects the growth of Connected TV (CTV) and its continued effectiveness within the digital landscape in the United States.

In this article, we will explore more into Walmart’s acquisition of Vizio and how this partnership can help to increase customer engagement through CTV strategies. Let’s dive into the news and see the effectiveness of connected TV (CTV) for global businesses to advance within the media world we live in…

The Ascendancy of Connected TV Advertising

CTV has become a dominant force, especially within the advertising sector. In 2024, U.S CTV ad spending reached over $30.1 billion, making a 16.8% increase from the previous year. This growth reflects the need for advertising, and it is said that by 2027, CTV ad spend will reach over $42 billion.

Many factors contribute to this increase. Let’s take a look at some connected TV advertising statistics that represent the growth of CTV:

• Consumers: Nearly 88% of U.S households own at least one connected TV device in 2023, reflecting the shift in viewing habits.

• Advertiser Confidence: 84% of advertisers believe that CTV offers support with targeting the right audiences compared to traditional linear TV.

• Growth: Many big streaming services, such as Hulu, YouTube and Amazon, each have generated over $1 billion in CTV through ad revenues, reflecting the platforms’ effective profitability.

The rise in CTV advertising reflects the importance of new technology and how these online systems are used to achieve audience engagement. These connected TV advertising statistics highlight the significance of CTV and demonstrate how TV owners in the United States frequently utilise TV to promote and evaluate business campaigns. This information is crucial for businesses seeking to enhance their TV branding and reach global audiences.

Walmart’s Strategic Move into CTV

Walmart’s acquisition of Vizio reflects the effort to capitalize on the CTV market. Additionally, the system enables Walmart to establish an effective infrastructure for expanding its advertising reach. By integrating Vizio’s data support, Walmart can aim to deliver more targeted and effective advertisements and work towards directly engaging customers.

This move places Walmart to compete with ad-relevant TV brands such as Roku and Amazon’s Fire TV. This also aligns with broader industry trends among retailers seeking to enhance their advertising strategies through data-driven support. This effective partnership reflects the ground-breaking movie Wlamrt has made to improve its online advertising and reach higher levels of customer engagement online.

Leveraging Ad Intelligence for Competitive Advantage

The CTV world is becoming increasingly competitive, and advertisers require tools to navigate their campaigns. Many advanced CTV platforms offer practical insights into competitors’ digital advertising strategies. Features also include data analysis, global coverage and enabling brands to reach their specific target audiences.

By utilising these tools, advertisers can gain a 360-degree view of the digital advertising world, enabling them to make faster and more informed decisions. This is important as CTV continues to grow and attract more advertising dollars.

Businesses around the world should understand the need for CTV strategies, and working within the advertising world can offer many benefits. By understanding the importance of advanced tools within CTV, businesses can achieve higher levels of customer engagement, revenue, and online branding, helping them stand out in a competitive market.

The Future of CTV Advertising

The rise of CTV advertising reflects a shift away from traditional linear TV. Advances in technology and data analytics are making ads more effective and personalized. Walmart’s decision to work with Vizio represents the effective investment companies are now making to stay relevant within the landscape.

As industries slowly progress, staying informed through new, advanced tools is essential for advertisers aiming to maximise their impact in the CTV space.

Looming ahead, advertisers who learn to embrace connected TV advertising statistics and insights will be well-positioned to capture market shares and engage with audiences. Those who understand the need for advanced platforms can enhance their campaigns and gain a clearer understanding of emerging trends, particularly in the media-focused world we live in.

Remember, in our media world, online advertising is the new future and enhancing your advertising strategies opens doors to success in 2025.