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Roku and Best Buy Partner to Launch Interactive Activation at SXSW

Roku and Best Buy have announced an important partnership that will see the streaming platform access the electronics seller's first-party data. As part of the deal, Best Buy will become the exclusive seller of Roku-branded TVs. Additionally, the two companies will launch the interactive activation Roku City at South by Southwest (SXSW).

This is the first time Best Buy has partnered with a TV streaming platform, and the company's advertising business, Best Buy Ads, will provide Roku with data it can use to target its marketing. This comes after Roku formed a partnership with Walmart last year to test out shoppable streaming ads. Walmart ads on Roku allow viewers to purchase the product being shown by pressing a button on their remote.

The in-person activation Roku City at SXSW will give attendees the chance to explore a 3D version of the Roku screensaver and experience the latest Roku devices available at Best Buy and upcoming original content on The Roku Channel. It is hoped that the partnership will help both companies in tough economic times, with Roku reporting flat earnings for the fourth quarter of 2022 and Best Buy suffering a 10% drop in revenue for the same period.

Originally reported by Martech:
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