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Big-Box Briefing: Best Buy puts CTV at the center of its retail media pitch

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Big-Box Briefing: Best Buy puts CTV at the center of its retail media pitch

Best Buy is increasingly putting its electronics roots at the heart of its retail media pitch.

On Wednesday, Best Buy held its annual showcase event highlighting what’s coming up in its retail media business — including a new part of its advertising business that the company is branding as Best Buy CTV. 

According to a spokesperson, Best Buy CTV is “a new offering that combines Best Buy’s first-party shopper audiences, device ownership data and purchase-intent signals with premium CTV inventory from partners,” including LG, Roku and Amazon. 

For example, advertisers will now have access to advertising inventory on all new and existing Insignia TVs — the name for Best Buy’s in-house TV brand, which uses Amazon’s Fire TV as the operating system. 

At the event, Best Buy also announced it is launching on TikTok Shop in late October and expanding its Best Buy Creator program. All of these announcements ladder up to one of the big goals in Best Buy’s retail media business right now, according to Best Buy’s Chief Ads and Media Officer, Lisa Valentino — that is, “finding really unique ways to aggregate supply” for its advertisers. 

With Best Buy CTV, in particular, “that is a really unique solution that gets marketers thinking about Best Buy differently” — specifically, that it is an advertising business focused on more than just lower-funnel advertising placements and “can solve problems across all of [your] media.” 

Valentino joined Best Buy in 2024 and, before that, spent more than five years at the Walt Disney Company.


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