Next in Media: Live From Cannes with Walmart Connect's Ryan Mayward
Release Date: June 20, 2025
In this insightful episode of Next in Media, host Mike Shields engages with Ryan Mayward, Senior Vice President of Retail Media Sales at Walmart Connect. The conversation delves into the transformative landscape of retail media, exploring how Walmart Connect is leveraging technology and data to navigate and lead in an ever-evolving media, marketing, and advertising ecosystem.
1. The Evolution of Retail Media and Off-Platform Strategies
Ryan Mayward begins by tracing Walmart Connect's roots in advertising within the Walmart shopping app and walmart.com, utilizing channels like search, display, and video. He emphasizes the company's strategic shift towards reaching customers beyond the traditional shopping environment.
“Our history is definitely rooted in advertising in the Walmart shopping app and walmart.com through search, display, video. But... we've been on a journey to reach Walmart customers outside of the shopping environment.”
— Ryan Mayward [00:45]
He highlights the launch of the Walmart DSP in partnership with The Trade Desk as a pivotal move to engage Walmart audiences wherever they consume content. This expansion includes partnerships with major players in the Connected TV (CTV) space such as NBC Universal, Disney, and Paramount Plus, as well as integrations with leading social platforms like Meta, TikTok, and Pinterest.
“The last couple of years has been the fastest growing part of our business.”
— Ryan Mayward [02:11]
2. Coordinating Multi-Channel Retail Media
Shields and Mayward discuss the complexities of managing diverse advertising channels—from CTV to social media—and the necessity of a nuanced, full-funnel approach. Ryan underscores the importance of understanding how each touchpoint contributes to the overall sales journey.
“What does each touchpoint contribute to ultimate sales? That’s where we’re really learning.”
— Ryan Mayward [02:11]
He explains the introduction of new metrics, such as consideration, which tracks indicators like ad-attributed visits to product detail pages. These metrics help demonstrate the value of off-site touchpoints in driving future sales.
3. Integration with Vizio and Expansion into CTV
A significant portion of the conversation focuses on Walmart Connect’s recent acquisition of Vizio and its implications. Ryan shares updates on the integration process, including two key beta projects:
- Walmart Audiences on Vizio TVs: Leveraging existing partnerships with Disney, NBCU, and Paramount to measure sales outcomes through CTV.
- Home Screen Advertising: Introducing advertising opportunities on the Vizio home screen, enhancing reach and engagement.
“We’re really excited to have Vizio as part of the Walmart family... we have two betas that are getting off the ground.”
— Ryan Mayward [03:50]
Additionally, Walmart Connect is experimenting with deploying the Vizio OS on other devices, broadening their advertising reach and strengthening their data-driven strategies.
4. Strategic Partnerships and Recent Announcements
Ryan highlights recent partnerships, notably with Omnicom’s influencer agency Creo. This collaboration aims to address challenges in influencer marketing, such as selecting the right influencers and improving attribution.
“Retail media and influencer marketing are highly complementary... helping brands reach the right customer to drive sales.”
— Ryan Mayward [05:45]
Another major announcement involves expanding Walmart Connect’s measurement capabilities with NBC Universal to include linear live sports broadcasts. This extension allows for the measurement of brand outcomes during live sports events across both Peacock and traditional linear channels.
“This is a first of its kind partnership for us. We’re really excited about it.”
— Ryan Mayward [06:13]
5. Shoppable Television: Current Status and Future Prospects
The discussion shifts to the burgeoning field of shoppable television. Although still in its early stages, Walmart Connect is exploring various methods to integrate shopping seamlessly into the TV viewing experience.
“We’re still trying to figure out the best ways to do that... text to shop and QR codes are a couple of easy starting points.”
— Ryan Mayward [07:44]
He anticipates that second screen interactions will play a pivotal role in enhancing the shoppable TV experience, allowing viewers to engage with ads without disrupting their viewing.
6. Long-Term Vision: Expanding Beyond Retail Media
When asked about the long-term vision for Walmart Connect, Ryan envisions a platform that offers full-funnel solutions to advertisers of all sizes. This includes working with both endemic and non-endemic brands across various industries such as financial services, travel, automotive, and quick-service restaurants.
“Our long-term vision is to work with all advertisers of all sizes and provide full funnel solutions.”
— Ryan Mayward [08:46]
He emphasizes the importance of AI-enabled creative tools to lower barriers for small and mid-sized brands, facilitating their entry into TV advertising through automated and data-driven solutions.
7. Embracing Agentic AI in Shopping and Advertising
The conversation then explores the potential impact of agentic AI on shopping experiences and advertising strategies. Ryan describes Walmart's integration of AI through Sparky, an AI assistant within the Walmart app that enhances product discovery without intrusive advertising.
“Sparky... can start asking questions, start searching for products. It’s all product recommendations right now.”
— Ryan Mayward [10:56]
He envisions a future where AI not only improves customer experience but also seamlessly integrates advertising once the user benefits from personalized recommendations.
8. The Importance of Partnerships and Future Roadmaps
Concluding the discussion, Ryan underscores the value of partnerships with brands, agencies, and media companies. Attending industry events like Cannes serves as a crucial platform for Walmart Connect to share roadmaps, announce new initiatives, and gather insights to stay ahead in the rapidly evolving media landscape.
“Our space is just changing so much right now. It’s almost hard to keep up... this is a great place to catch up with brands and figure out where they’re headed.”
— Ryan Mayward [11:51]
Key Takeaways
- Walmart Connect is expanding its retail media strategies beyond the Walmart ecosystem into broader channels like CTV and social media.
- Integration with Vizio enhances Walmart Connect’s capability to reach audiences on TV and other devices, opening new avenues for measurement and advertising.
- Strategic partnerships, such as with Omnicom’s Creo and NBC Universal, are pivotal in addressing challenges in influencer marketing and expanding measurement capabilities.
- Shoppable television remains in its nascent stages, with ongoing experiments to create seamless and non-intrusive shopping experiences on TV.
- The long-term vision involves providing comprehensive advertising solutions to a diverse range of brands, supported by AI-driven tools to democratize access to TV advertising.
- Agentic AI through tools like Sparky aims to enrich the shopping experience, with potential future integration of advertising once consumer satisfaction is ensured.
- Partnerships and continuous innovation are essential for Walmart Connect to maintain its leadership in the dynamic media and advertising landscape.
This episode provides a comprehensive overview of Walmart Connect’s strategies and future directions, offering valuable insights for industry professionals and enthusiasts alike.