Along with Roku’s announcement Thursday of its new exclusive relationship with Best Buy to sell its first Roku branded Roku TVs was the revelation that the partnership will include cross data sharing and advertising benefits between the streaming service and the big box retailer.

The deal between the two companies involves a first-to-market relationship across each company’s advertising and retail business operations, a joint announcement said.

By partnering in this way with Roku, Best Buy gets to sell Roku’s TVs exclusively and gain access to first-party data for targeting and closed-loop measurement. Together, the manufacturer/streaming provide and the national retail chain “will create a better TV experience for their mutual customers and partners,” the announcement said.

The companies said the deal includes the following advantages:

  • Best Buy gets exclusive access to sell Roku Select and Plus Series TVs in stores and online.
  • Best Buy and Roku will pair data to make TV advertising more relevant and performance driven. Brands will be able to work with Best Buy and Roku to target, optimise, and measure ads on Roku using Best Buy shopper data to ensure consumers are seeing the advertising content that most interests them.
  • Best Buy and Roku will sponsor an in-person, interactive activation at SXSW on March 11th. Roku plans to present its Roku City screensaver with an interactive, multi-level activation at the major music festival. The immersive pop-up is to include a Best Buy Home Theatre Experience, showcasing the latest Roku devices available at Best Buy as well as new Roku Originals and featured entertainment on The Roku Channel.

“Roku City featuring the Best Buy Home Theater Experience” will be open to the public on March 11-12 from 11am – 6pm local time. The pop-up will be located at the Riley Building: 315 Lavaca Street, Austin, Texas.

The joint statement and Roku blog announcement said the business relationship is intended to accelerate the shift into streaming TV and retail media advertising.

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The companies believe Roku’s scale of 70 million active accounts paired with Best Buy’s millions of customers will help advertisers make their marketing more impactful and effective.

According to eMarketer, in 2022, 82% of U.S. advertisers planned to increase spending levels with retail media networks such as Best Buy Ads.

“Our goal is to create a better TV experience for everyone,” stated Julian Mintz, Co-Head of U.S. Brand Sales for Roku Media. “We’re bringing together our entire business to build the future of entertainment and advertising — making the TV experience simpler, offering the right marketing, data, tech, and scale to drive real results, and helping win the entire streamer’s journey together with Best Buy.”

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By Greg Tarr

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