Roku partners with Best Buy and its advertising business to capture first-party shopper data

Image credit: Roku

Roku and Best Buy today announced that Roku now has access to Best Buy’s advertising platform as part of a new first-to-market partnership. Best Buy customers also get exclusive access to Roku branded TVs.

This relationship is new to Best Buy as it has never partnered with a TV streaming platform to provide first-party sales data. The new deal will allow Roku to use retailer data to target ads. Best Buy launched its advertising business, Best Buy Ads, in January 2022.

“We bring our entire business together to build the future of entertainment and advertising. We make the TV experience simpler, delivering the right marketing, data, technology and scale to drive real results and deliver the best. Together we help win a streamer’s entire journey, Julian Mintz, co-head of U.S. brand sales at Roku Media, said in a statement.

These companies argue that combining data will make TV advertising more performance-focused. Brands can use Best Buy shopper data to target, optimize and measure ads on their streaming platform, ensuring that Roku audiences see ads that interest them. , Roku and Best Buy explained. Roku recently surpassed his 70 million active account count.

The partnership marks a shift in how advertisers spend as they lean towards streaming and retail media to reach more consumers. According to eMarketer, in 2022, 82% of US advertisers predicted increased spending levels on retail media networks.

Roku and Best Buy also announced an in-person interactive activation at South by Southwest (SXSW) on March 11th. This will allow event attendees to see Roku’s screensaver, Roku City, and the latest Roku devices available at Best Buy and, among other titles on The Roku Channel, Roku’s upcoming original content from his slate.