# Best Buy Becomes a Media Company

> The electronics retailer is pitching itself as a full-service media and production powerhouse to compete for advertising dollars.
- Title: Best Buy Becomes a Media Company · Adweek | Shortify
- Summary: The electronics retailer is pitching itself as a full-service media and production powerhouse to compete for advertising dollars. Best Buy is leveraging its…
- Keywords: best buy, retail media, advertising, media production, connected tv, creator network, in-store activations, lisa valentino, upfront presentation, Best, Buy, Becomes
- Source: Adweek — https://adweek.com/commerce/best-buy-pitches-itself-as-a-media-production-company-with-studios-and-influencers
- Author: Mitchell Parton
- Published: 2026-09-24T17:48:53+00:00
- Read time: 1 min
- Topics: best buy, retail media, advertising, media production, connected tv, creator network, in-store activations, lisa valentino, upfront presentation
## 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.
## Key takeaway

Best Buy is leveraging its 220 million customers, in-house studios, creator network, and CTV partnerships to position itself as a media company, not just a retailer selling ad space.