Best Buy Launched New Retail Media Production Strategy

The retailer has pivoted to offer custom creative services and expanded ad reach through its Best Buy Media division.

Updated on Sept. 24, 2026 in Advertising

Isometric editorial illustration of a professional studio camera rig and lighting truss in a clean industrial facility. — Best Buy has launched a revamped retail media division, positioning the retailer as a full-service production company for brand advertising and custom content creation. AI Illustration. Upload story photo >

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Best Buy showcased its revamped retail media business during a presentation in New York, highlighting its new role as a full-service production company. The initiative utilizes its vast consumer data and a 70,000-square-foot facility to help brands develop custom video and advertising content.

Why it matters

By positioning itself as a production house, Best Buy is looking to differentiate its retail media platform from competitors by offering end-to-end creative support alongside traditional advertising inventory.

Best Buy currently maintains purchase data for 220 million customers and operates a 70,000-square-foot production facility in Minneapolis to support its creative services.

The players

Best Buy

Best Buy is a multinational retailer specializing in consumer electronics and home appliances.

Lisa Valentino

Lisa Valentino is a senior executive who joined the Best Buy leadership team in 2024 to oversee business growth initiatives.

Ikea

Ikea is a global home furnishings retailer that began integrating smaller-format stores within existing Best Buy locations in 2025.

The details

Best Buy Media offers brands the ability to reach shoppers through in-store screens, audio, and the Geek Squad scheduler, alongside new partnerships with Amazon, Roku, and LG for connected TV advertisements. The firm now creates short-form video, product photography, and commercials featuring influencers and staff.

Lisa Valentino joined the Best Buy team in 2024.
Ikea launched experimental stores within Best Buy locations in 2025.
Best Buy hosted an upfront presentation in Midtown Manhattan on September 23, 2026.

Market Landscape

This move reflects the industry trend toward retail media networks as major retailers seek to monetize proprietary shopper data to capture digital ad spend. Best Buy is competing directly with other major e-commerce players who have already established internal ad-selling infrastructures.

Shoppers can expect to see more targeted influencer content and product-specific advertisements integrated into their store visits and online shopping experiences. These changes to the ad-supported environment may also influence the types of promotions and featured items showcased on Best Buy platforms.

The takeaway

Retailers are increasingly moving beyond simple ad sales to provide full-service creative production for brands using their own staff and infrastructure. Consumers should expect their shopping platforms to function more like media channels as retailers leverage customer data to drive content.