Best Buy will launch "takeover packages" in 2025, allowing advertisers to control most of a store's footprint for 30-day periods. Brands can appear on windows, entrances, physical displays, TV walls, PC screens, interactive displays, and checkout counters across Best Buy's thousands of locations.
The programme targets both endemic brands sold in-store and non-endemic advertisers like movie studios, restaurants, automotive brands, and video games. Best Buy's retail media network completed 3,000 campaigns last year and expects to double that figure in 2025, supported by its in-house creative agency and Best Buy Studios facility.
Chief Marketing Officer Jennie Weber describes store takeovers as top-of-funnel brand awareness assets that integrate into customer journeys. The company will track various metrics including unit sales, ticket sales, or app downloads depending on advertiser goals, with 30-40% of online sales picked up in-store providing additional measurement opportunities.