- Best Buy touted the strength of its retail media network and revealed recent promoting solutions for brand partners during its inaugural Best Buy Ads showcase called “We Got Next,” per an organization release.
- Takeover packages, a brand new product for endemic and non-endemic brand partners, was introduced throughout the Sept. 16 event. The placement opportunities on store interiors and exteriors are to assist brands maximize exposure.
- Extended partnerships with skilled sports organizations including the NFL and golf league TGL were also announced. The sports focus is supported by the insight that Best Buy shoppers are 26% more likely than the final population to be sports fans.
Best Buy showcased its promoting services business on the inaugural “We Got Next” event, a reputation meant to reflect the corporate’s ambitions to steer within the retail media landscape and beyond, per release details. To make good, the retailer is leveraging its physical footprint with recent takeover packages designed to maximise brand partners’ exposure through high visibility placements each out and in of Best Buy stores, Chief Customer, Product and Fulfillment Officer Jason Bonfig revealed throughout the event.
“Picture walking right into a store and seeing your brand front and center — on the windows, at the doorway and throughout the space. As you shop, your brand appears on our TV partitions, PC monitor displays and across quite a few physical and digital touchpoints,” said Bonfig in an announcement.
In-store retail media has been a point of interest for retailers for years, though barriers for brands remain, with it being difficult to purchase, manage and measure in comparison with traditional channels. Still, eMarketer — which describes in-store as a “sleeping giant” — expects ad spending on the channel to top $1 billion by 2029.
Best Buy Ads was launched in 2022. As the corporate eyes growth, Lisa Valentino, president of Best Buy Ads, outlined three key pillars driving its business: scale, partnerships and progressive experiences. Best Buy already has strategic partnerships with brands like Meta and Ikea, the latter of which incorporates in-store planning and shopping experiences at select Best Buy locations.
Valentino also touted the capabilities of Best Buy Ads, including connecting 93% of its transactional revenue to a customer ID, a signal of its measurement capabilities. Prior to joining Best Buy in October 2024, Valentino had been executive vp for client and addressable sales and solutions at Disney for greater than five years.
Best Buy Ads’ activation platform, which mixes progressive ad experiences with first-party data, was also showcased throughout the event, per release details. Over the subsequent 12 months, Best Buy will proceed to enable additional channels and campaign reporting on a self-service basis, allowing brands to optimize their efforts more effectively through real-time results. With regards to Best Buy Ads’ audience graph, an executive noted that audiences using the corporate’s first-party data outperform third-party audiences by two times.
Best Buy is expanding its sports ties in recognition that its shoppers are more likely than the final population to be sports fans. New developments include a broader relationship with the NFL, for which Best Buy is already the Official Home Entertainment Retailer. The partnership with the league will now stretch for all the 12 months versus just the duration of the season. The company may also be partnering with content creators Dude Perfect throughout all the NFL and holiday season, offering brands more opportunities to partner with Best Buy to tap into sporting moments.
Best Buy reported revenue of $9.44 billion within the second quarter of its fiscal 12 months 2026 throughout the three months that ended Aug. 2, beating Wall Street’s expectations.
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