Streaming giant Roku and omnichannel technology retailer Currys kick off first of its kind retail media partnership

Roku has launched the first stage of its partnership with Currys Connected Media, the retail media network offshoot of omnichannel tech retailer, Currys, to run Connected TV (CTV) video ads on its platform.

In a first of its kind partnership for Roku UK, 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. 

Launched late last year, Currys Connected Media enables the retailer’s partner brands to leverage its first-party data to understand, reach, and engage customers.

The aforementioned tie up enables Currys and its partner brands to reach customers across all Roku streaming devices in the UK, including streaming players and Roku TV models.

“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,” says Richard Halton, Country Manager at Roku UK.  

Ads served on Roku devices will be targeted using a combination of first-party data from Roku and insights from Currys and its partners.

Campaigns will be executed through a third-party demand side platform (DSP) with the potential to match every digital CTV ad to a customer.

Andy Barratt, Head of Retail Media at Currys, comments: “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.” 

2024 RTIH INNOVATION AWARDS

Retail media is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.