Best Buy Launched Retail Media Production Capabilities
The retailer now offers brands in-house production services and expanded connected TV access to reach its 220 million customers.
Updated on Sept. 24, 2026 in Advertising
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Best Buy has rebranded its advertising division as Best Buy Media and introduced an in-house studio to provide custom creative services for brands. The expansion aims to leverage the retailer's proprietary purchase data and new connected TV partnerships to compete for ad budgets.
Why it matters
By transitioning into a production-first partner, Best Buy seeks to differentiate its retail media offering from competitors by controlling both the creative content and the distribution network. This shift allows the firm to monetize its massive customer data footprint while providing brands with end-to-end ad creation tools.
Best Buy Media leverages purchase data from 220 million customers to target advertising campaigns. The company now supports these efforts with a 70,000-square-foot production facility in Minneapolis.
The players
Best Buy
A national consumer electronics retailer that operates a major retail media network.
Lisa Valentino
An executive who joined Best Buy in 2024 to lead the expansion of its advertising and media strategy.
Amazon
A global e-commerce and technology platform that partnered with Best Buy to extend connected TV reach.
The details
Best Buy Studios provides brands with custom creative services, including product photography, TV commercials, and short-form video production. These assets are then integrated into a retail media network that spans in-store displays, audio, the Geek Squad scheduler, and new partnerships with Amazon, Roku, and LG. The strategy relies on using influencers and store employees to generate authentic video content, which is then deployed across connected TV channels.
Timeline
Lisa Valentino joined Best Buy in 2024.
Ikea launched store-in-store concepts within Best Buy in 2025.
Best Buy hosted an upfront advertising presentation in Midtown Manhattan on September 23, 2026.
Market Landscape
This development follows the broader industry trend of retail media networks moving beyond simple display inventory toward full-service creative production. By controlling the entire content pipeline, Best Buy is positioning itself to compete directly with specialized agencies and other legacy retail ad platforms.
Retailers and brands should monitor how Best Buy integrates influencer-led content into its retail media stack, as this may shift the standards for creative asset performance. Evaluate whether your current media partners offer similar end-to-end production capabilities to justify their current fees.
The takeaway
Best Buy is doubling down on a studio-led strategy to lock in ad dollars by removing the friction between creative development and retail placement. Operators should track the conversion rates of influencer-led content versus traditional brand assets to determine if this hybrid model warrants a shift in their own marketing spend.
Further reading
For more on industry shifts, visit the Advertising section.
Source note: This article includes information reported by Adweek.
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