Saying Walmart in the United States is like saying Brad Pitt anywhere in the world. The supermarket giant has acquired Vizio, a television brand that will now be sold only at Walmart. This strategy represents Walmart’s ongoing efforts to integrate Vizio into its business operations and strengthen its position in the advertising industry.
Early reports suggest it will be in late 2025
It’s still unknown when Vizio TVs will launch or what prices they’ll be at Walmart and Sam’s Club, but early reports suggest it will be in late 2025. In any case, it’s an open truth that some of the best Vizio TVs are also among the most affordable on the market, and everything seems to indicate they’ll be even cheaper when sold at Walmart.
On the other hand, while Walmart aims to transform Vizio into a private label brand, Vizio’s Smartcast, which is already being integrated into Walmart’s existing Onn displays, will be at the heart of the purchase’s success. Onn TVs, while among the worst displays on the market, can cost between $90 and $300. With Vizio’s performance improvements, they will be worth considering.
Vizio will join the supermarket giant’s portfolio of approximately 90 private labels
When the transaction is finalized and we can see the TVs in Walmart, Vizio will join the supermarket giant’s portfolio of approximately 90 private labels. According to the memo, more than 20 of these private labels each generate at least $1 billion in sales.
Walmart acquired Vizio for $2.3 billion last year as part of its strategy to expand its advertising business. The company is already implementing Vizio’s operating system in its own Onn brand of TVs, while developing “shoppable” TV experiences that allow viewers to purchase items directly while watching programs. More ads and direct shopping experiences may not be the most exciting thing, but at least this will inevitably lead to the arrival of more affordable TVs from Walmart.
Advantages: reporting accurate information on registered accounts, indicating where and when ads were broadcast
With this acquisition, Walmart Connect US further strengthens Connected TV (CTV) as one of the formats in its Offsite solutions inventory. It also expands the audiences that advertisers can reach, as VIZIO’s growing device ecosystem now has 18 million active accounts, the company explains.
Among the advantages of the new Offsite format are: reporting accurate information on registered accounts, indicating where and when ads were broadcast, as well as their performance and attribution; insight into users and their characteristics, allowing advertisers to create targeted audiences, increasing the effectiveness of their campaigns; and contributing to more efficient use of advertisers’ digital advertising budgets, as campaigns are more efficient and effective; the format’s versatility gives brands greater freedom to innovate through disruptive content that differentiates their advertising offerings; it allows for identifying user-level data and grouping it based on common attributes, complying with privacy regulations.
The Walton family, currently own 48% of the company
Let’s remember that Walmart is a company with a long history in the country’s collective memory. The multinational is a family business founded in 1962 by the Walton family, who currently own 48% of the company, headquartered in Bentonville, Arkansas. It is the largest public corporation in the world and remains the world’s largest retailer, offering a huge number of jobs.
