"Best Buy Ads, the consumer electronics chain's retail media arm, on Tuesday announced a slate of new partnerships and new ad tech features that push it further into ad tech and data services. "There's a recognition that the person walking into our stores is not just a tech or consumer electronics person," Best Buy Ads President Lisa Valentino told AdExchanger. "They're also a business traveler; they're also a gamer; they also over-index in terms of entertainment content.""
"The "Me" in Media Best Buy Ads has found a "winning formula" in its network of strategic partnerships, Valentino said. Those partnerships include consumer tech and review publications like CNET and Ziff Davis, which have created strategic and exclusive content integrations with Best Buy, rather than using a standard affiliate model. Best Buy has also targeted media deals for sports and young male demographics in particular."
"Best Buy landed a deal with YouTube, so that its premium membership subscribers get the NFL Sunday Ticket package at a steep discount. Best Buy is expanding its NFL partnership this season by becoming an exclusive TV category sponsor. Although Best Buy has no access to inventory to sell in its retail media business via YouTube or the NFL, the deal does have retail media implications."
Best Buy Ads is expanding its presence in ad tech and data services through a series of new partnerships and ad tech features. The initiative targets diverse shopper personas who combine electronics purchases with business travel, gaming, and entertainment habits. Strategic partner integrations with publishers like CNET and Ziff Davis prioritize exclusive content integrations instead of standard affiliate models. Sports-focused media deals and a YouTube arrangement offering discounted NFL Sunday Ticket to premium members accompany an expanded NFL TV sponsorship. Platform integrations, including Meta, enable addressable audience targeting using Best Buy data, and renewals include sports-adjacent partnerships.
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