How VIZIO helped serve extra shots of new product awareness
The winning combination of Walmart first-party data and VIZIO CTV.
Challenge
Reach incremental households, win back past customers and drive discovery for their four new varieties in bags and K-cups.
Strategy
Brewing incremental reach using VIZIO
Beta test participation
Taking the early-access beta test opportunity to use Walmart’s first-party audience targeting and measurement on VIZIO CTV.
Exploring new solutions
Extending campaign exposure to Walmart customers who may not have seen the ad yet to help achieve incremental reach beyond linear TV.
Tactics
Audience segmentation
To help improve visibility and relevance within the coffee category, the brand reached the intended audiences including current, past and competitive brand buyers.
New targeting and measurement solutions
Becoming one of the first brands to use Walmart’s first-party audience targeting and measurement on VIZIO CTV.
Big wins
Unique CTV reach, incremental to Cafe Bustelo’s linear TV campaigns1
Unique household reach2
Campaign ad frequency per household2
Lower eCPM vs. avg. eCPM for advertiser's past CTV campaigns in Walmart DSP3
Sources: 1iSpot incremental reach study, Aug. 2025; iSpot Unique CTV reach is incremental and unduplicated compared to the brand's linear TV campaign running concurrently with the CTV campaign; iSpot is an independent third party and not affiliated with Walmart Connect. 2Walmart first-party data, July 25-Aug 22, 2025. 3Walmart first-party data, Jul 25-Aug 22, 2024 vs. July 25- Aug 22, 2025; results are based on comparing end of campaign eCPM reported for this CTV campaign and avg. eCPM for past JM Smucker's CTV campaigns in Walmart DSP; eCPM defined as cost per 1000 ad impressions. Past results do not guarantee future performance.
Key takeaways
Get incremental reach
VIZIO CTV is designed to deliver strong incremental reach beyond linear TV.
Find new audiences
VIZIO CTV helps extend campaign exposure to Walmart customers who may not have seen the ad yet.
Reach new customer segments
Brands can use VIZIO CTV to help reach broader customer segments while strengthening engagement across new and existing customers.
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