Roku announced yesterday a new pilot program with Walmart to bring shoppable ads to Roku devices. The two companies are joining forces to make TV streaming “the next ex-commerce shopping destination,” promising a seamless shopping experience for viewers and access to detailed data for marketers.
“No one has cracked the code around video shoppability. By working with Roku, we’re the first to market retailer to bring customers a new shoppable experience and seamless checkout on the largest screen in their homes – their TV,” said William White, chief marketing officer at Walmart.
When seeing a shoppable ad on their TV screens, Roku users will just need to press “OK” on their remote to proceed to checkout, and they’ll have their payment details already pre-filled by Roku’s payments platform. There will be no QR codes involved or redirections to Walmart’s website to complete a purchase, which is actually quite convenient.
“Roku’s purpose-built advertising tech stack will bring all the benefits of streaming TV advertising – targeting, optimization, and measurement – to the commerce partnership,” Roku explained in the press release. In addition to being able to measure these shoppable ads, marketers will also be able to create “custom creative and branded content built for TV streaming and shopping.”
The press release didn’t explicitly say where these new shoppable ads from Walmart would appear, but Techcrunch learned they will show up first on the free ad-supported Roku Channel before rolling out to other channels. “Future iterations of this pilot will look for opportunities to build deeper commerce experiences that meet customers where they are,” Roku also said in the announcement.