Advertisers are well aware of CTV’s potential as an emerging channel to reach consumers and streaming ad investments continue to rapidly increase. Yet, many marketers are adjusting to the ad format and which best practices to use—especially for keeping those investments accountable in an era when marketing dollars are under increased scrutiny.

At this year's 2023 ANA Masters of Marketing Conference, Walmart Connect partnered with NBCUniversal to feature campaign case studies from brands that showcase how they’ve found omni-channel success through CTV.  

Here are 3 things to know to drive your CTV ad performance:

1. Walmart’s first-party data enhances CTV campaign performance. CTV ads help brands reach customers where they are spending their time and retail media is enhancing targeting and accountability for those campaigns. Retail media targeting can help reach the right audience to create those moments of inspiration and discovery even when audiences aren’t in the shopping mindset.

2. Combine CTV with Search and Display for a full-funnel mix. Investing in both CTV and  onsite tactics like Sponsored Search or Display can help brands reach and engage a broader audience across different channels in a personalized way using Walmart Connect’s first-party data. The combination of CTV and retail media’s capabilities allows CTV to be both an upper-funnel tactic and an effective driver in a full-funnel campaign.

3. Walmart Connect Partner Lab helps bring the best of CTV and retail media together. Newer full-funnel ad experiences like CTV bring media and marketing teams, agencies, and retail media networks together in new ways. The Walmart Connect Partner Lab acts as a testing ground to improve and innovate new opportunities for omnichannel connections across social media, livestreaming and more.

Learn more about Walmart Connect’s closed-loop, omnichannel retail media offerings at walmartconnect.com.