Best Buy enters streaming ad sales

Best Buy will now sell Amazon Fire TV ad inventory, letting advertisers reach Best Buy shoppers on the streaming platform. The deal includes Insignia Fire TVs, Best Buy's private label brand.

Multi-platform ad partnerships expand

Best Buy also renewed its partnership with Roku and added LG TV placements, letting advertisers target Best Buy customers across multiple streaming platforms through different ad platforms.

Proving retail media drives sales

Best Buy claims its ads outperformed national media by 17% in return on ad spend, based on two years of data from four advertisers. The goal is showing ads impact both brand awareness and actual sales.

“This is not about attacking national media. This is about sending a message that Best Buy and commerce platforms like us need to be a bigger part of national media plans going forward.”

Advertisers want bigger commitments

Brands are asking for better measurement, creative formats, and partnerships with social and streaming platforms. This requires larger year-long budgets similar to traditional TV upfront deals.

“In order to do those partnerships right, we need to have advanced commitment from advertisers.”

In-store and social expansion planned

Best Buy is launching on TikTok Shop and adding new in-store ad placements at store entrances plus audio ads. The retailer doubled its advertiser count year-over-year.

“There's no better way for a brand to break through than right in front of the customer as they walk into a store.”