Roku, Best Buy Announce ‘First-to-Market’ Business Relationship

Roku and Best Buy March 10 announced a first-to-market relationship across their advertising and retail businesses. For the first time, Best Buy is partnering with a TV streaming platform to provide its first-party data for targeting and closed-loop measurement.

Roku’s scale of 70 million active accounts paired with Best Buy’s customers aims to help advertisers make their marketing more effective.

Best Buy will also give consumers exclusive access to Roku-branded TVs.

According to eMarketer, in 2022, 82% percent of U.S. advertisers planned to increase spending levels with retail media networks such as Best Buy Ads. Consumer electronics brands are among the leaders in this growth. 

“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,” Julian Mintz, co-head of U.S. brand sales for Roku Media, said in a statement.

Separately, Roku’s first-ever TVs designed and made by Roku are now available in the United States exclusively at Best Buy stores and

The marketing relationship is kicking off with an in-person, interactive activation at the SXSW confab in Austin, Texas, on March 11. For the first time, Roku will bring its Roku City screensaver to life with an interactive, multi-level activation at SXSW. The pop-up will feature a Best Buy Home Theater 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 from 11 a.m. to 6 p.m. CT. The pop-up will be located at the Riley Building at 315 Lavaca Street in Austin.

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