Best Buy unveils ‘takeover packages’ to boost in-store advertising opportunities

Best Buy is all set to offer brands a new way to engage with shoppers across its physical stores in the US.

At its first-ever Best Buy Ads Showcase—held virtually as part of its “We Got Next” event on Tuesday—the electronics retailer announced the launch of takeover packages, a premium in-store advertising solution that enables brands to own key moments of the customer shopping journey.

Takeover packages will let brands appear on a range of physical and digital touchpoints at Best Buy stores—including window displays, entrances, checkout counters, TV walls, PC monitor displays, and interactive screens.

“Next year, for the first time ever, we will offer takeover packages that maximize exposure throughout our stores with highly visible placements both inside and outside,” Jason Bonfig, chief customer product and fulfillment officer at Best Buy, wrote in a statement, calling the program “a new way for our advertising partners to tap into the power of the Best Buy store experience.”

“Picture walking into a store and seeing your brand front and center,” Bonfig added.

The announcement comes as Best Buy doubles down on its retail media network (RMN) strategy with a focus on scale, partnerships, and innovative experiences more broadly. Lisa Valentino, president of Best Buy Ads, said Best Buy can connect 93% of its transactional revenue back to a customer ID. This is about creating more ways to “partner”, “grow”, and “connect with a customer that Best Buy knows better than anyone,” Best Buy CEO Corie Barry said in a statement.

Best Buy also gave a first look at its activation platform, which combines ad experiences with first-party data and establishes the framework for advanced measurement. Among other new tools, Best Buy talked about Best Buy studios which produced more than 3,000 campaigns last year, including partnerships with Microsoft, NFL, TGL, and Dude Perfect.