Roku teams up with Best Buy and its advertising business to get first-party shopper data

Roku and Best Buy today announced that as part of their new first-to-market partnership, Roku has access to Best Buy’s advertising platform. Plus, Best Buy customers have exclusive access to Roku-branded TVs.

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

“We’re bringing our entire business together to build the future of entertainment and advertising – simplifying the TV experience, delivering the right marketing, data, technology and scale to drive real results, and helping win the entire streamer journey with Best Buy,” Julian Mintz, co-director of US brand sales for Roku Media, said in a statement.

The companies say combining the data will make television advertising more performance-driven. Brands can target, optimize and measure their ads on the streaming platform using Best Buy’s shopper data, ensuring Roku viewers see the ads that matter to them, Roku and Best Buy explained. . Roku recently surpassed 70 million active accounts.

The partnership signals a shift in the way advertisers spend as they turn to streaming and retail media to reach more consumers. In 2022, 82% of U.S. advertisers anticipated increased spending levels with retail media networks, per eMarketer.

Roku and Best Buy also announced an interactive in-person activation launching at South by Southwest (SXSW) on March 11, allowing viewers to experience Roku’s screensaver, Roku City, as well as a movie theater experience. Best Buy home which includes the latest Roku devices available at Best Buy and the upcoming slate of Roku Originals among other titles on The Roku Channel.