Best Buy goes all-in on ads

The electronics retailer held an upfront presentation in Manhattan where top executives, including incoming CEO Jason Bonfig, pitched advertising as central to the business.

220 million customers, real data

Best Buy's retail media network is built on purchase data from 220 million customers, a major asset that rivals other retailers competing for ad dollars.

From media to production

Under Lisa Valentino, a former Disney advertising executive, Best Buy is positioning itself as a production company with a 70,000-square-foot studio facility in Minneapolis that creates content for both the brand and advertisers.

“If you all closed your eyes and I described 220 million customers, real purchase data, a growing CTV footprint, and decades of loyalty and trust, you'd assume I was describing a major media company, right?”

Creator network and blue shirts

Best Buy is tapping influencers like Dude Perfect and recruiting store employees to create short-form vertical video showcasing product knowledge and building trust with consumers.

Connected TV and in-store takeovers

Best Buy expanded its CTV reach through partnerships with Amazon, Roku, and LG, while also offering in-store pop-ups, Geek Squad scheduler placements, and front-of-store screens for brands.

Full-funnel marketing at the moment

Best Buy is packaging its studios, creators, CTV, and in-store experiences as a complete solution to reach consumers across the entire buying journey, from awareness to purchase.