Roku has announced a new partnership with Currys Connected Media to run Connected TV video ads on its platform.
The first-of-its-kind-partnership for Roku UK will allow Currys and its partner brands will be able to access Roku Media ad inventory, starting with videos ads and expanding to other creative ad formats.
“Combining our expertise in TV streaming advertising with Currys’ leadership as an omnichannel tech retailer, we believe this partnership can combine the power of retail media and streaming video to help brands improve the effectiveness of their marketing investment,” said Richard Halton, Country Manager at Roku UK.
Currys will be able to work with all Roku streaming devices in the UK, including Roku TV models and streaming players.
This collaboration highlights the rapid growth of retail media and TV streaming as a powerful advertising duo, with retail media alone expected to be worth $8.32 billion by 2027.
Andy Barratt, Head of Retail Media at Currys, commented, “We are thrilled to be extending our partnership with Roku and embedding Currys Connected Media across the Roku ecosystem. This agreement enables us and our brand partners to capitalise on changing consumer viewing habits, reach and engage consumers with ads that are much more relevant to their interests, and in turn deliver tangible returns.”
This partnership expands on a long-standing relationship between Currys and Roku to deliver JVC and Logik Roku TVs with the Roku OS built in. TheRoku TV licensing program, which now includes 15 brands in the UK, allows TV brands to quickly bring to market best-in-class smart TVs, with both Roku’s TV hardware reference design and the Roku OS.
