Walmart and Roku’s shoppable TV collaboration and its creative possibilities

Walmart, the US retailer, and Roku, the streaming service, are collaborating on shoppable TV ads at a huge scale.

Performance was high on the agenda at The Cannes Lions International Festival of Creativity 2022, but with significant changes: 2022’s festival was the first after the two long pandemic years during which many people had little to do but shop (and watch films and TV) online: as a result, we became e-commerce consumers and returned to the festival in a new commercial dimension.

Two years of e-commerce acceleration have opened significant opportunities at the intersection of retail and advertising where every canvas that can carry advertising becomes a conversion opportunity. As ever with the advertising world, we’re in the breathless...

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