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The Reputation Tour: Branding in the Age of AI

New article from ANA added to VDX.tv newsroom on 8/28/2026.

Sulwhasoo Uses CTV and DOOH to Grow U.S. Sales

Sulwhasoo, a Korean beauty brand, is combining connected TV (CTV), digital out-of-home (DOOH) and online retargeting to drive US customer acquisition and in-store purchases. The brand partnered with video ad platform VDX.tv to run two test campaigns that layered CTV and DOOH awareness with retargeting across mobile and desktop. VDX.tv built audiences using data from Foursquare, TransUnion’s Commerce Signals and Stirista, and excluded past purchasers from Sulwhasoo’s customer lists. The CTV-first campaign produced a 6.5% interaction rate on retargeted site interactions, while a DOOH+CTV campaign recorded a 4.1% lift in awareness and a 3.4% increase in purchase intent (per Cint). Sulwhasoo’s products are sold via its website, Amazon, Sephora and Macy’s.

• Sulwhasoo ran two test campaigns combining CTV, DOOH and digital retargeting with partner VDX.tv.
• VDX.tv created audience segments using data from Foursquare, TransUnion’s Commerce Signals and Stirista’s 123Push.
• VDX.tv reported a 6.5% interaction rate for the CTV-first campaign measured on retargeted mobile and desktop site interactions.

Walmart completes acquisition of Vibe.co

Walmart announced on August 4, 2026 that it completed the acquisition of Vibe.co, a 2021-founded adtech startup offering a self-service platform for buying and managing streaming/connected-TV (CTV) ads. The Wall Street Journal reported the deal was valued at $1.4 billion. Walmart will integrate Vibe.co into Walmart Connect to expand CTV capabilities, combining Vibe’s campaign booking and management tools with Walmart’s first-party commerce data and measurement to simplify planning, delivery and measurement of streaming campaigns. The integration is intended to make streaming advertising more accessible and measurable for small- and midsize advertisers, better connect media exposure to shopping outcomes, and support Walmart’s push to build an ad-supported streaming business that can compete for TV ad budgets, including versus Amazon. The deal follows Walmart’s 2024 Vizio acquisition as part of this broader strategy.

• Walmart completed the acquisition of Vibe.co on August 4, 2026.
• The Wall Street Journal reported the deal was valued at $1.4 billion.
• Vibe.co was founded in 2021 and offers a self-service CTV platform for booking and managing streaming campaigns across premium publishers, aimed at small- and midsize brands.

Walmart Cuts Onn Roku TV Availability

Walmart has pulled most Onn-branded televisions that run the Roku operating system from physical stores and removed higher-resolution Onn Roku 4K models from its online catalog. The shift follows Walmart’s acquisition of Vizio and the retailer’s expansion of Vizio-powered televisions and Onn sets running the Vizio OS and Google TV. Some Roku TVs from other brands (Hisense, TCL) remain in limited supply. Walmart’s merchandising pivot appears aimed at consolidating more of the hardware and software experience under its ownership (Vizio) and selected platforms, with potential implications for connected-TV inventory, advertising integration, and retail media strategies.

• Walmart has significantly reduced in-store availability of Onn-branded televisions running the Roku operating system.
• Walmart’s online catalog currently lacks 4K Onn Roku televisions; only a limited Kids HD Roku model remains listed online.
• The assortment change follows Walmart’s acquisition of Vizio, which enabled expansion of Vizio-powered TVs and Onn models using the Vizio operating system.