Best Buy will allow advertisers to 'take over' the in-store shopping experience

"Beginning next year, Best Buy will offer "takeover packages" to allow advertisers to appear throughout the in-store shopping experience, the company said Tuesday as part of its first-ever Best Buy Ads showcase event. Separately from the takeover piece, the company also announced new partnerships on campaigns with the NFL, TMRW Golf League and Dude Perfect, though it declined to share any further details on what those campaigns entail. It also said it will roll out new channels for measurement and self-service reporting features over the next year, aimed at allowing brands to better track results and optimize campaigns."

"The store takeovers will allow brands to appear throughout a store's footprint, interior and exterior, over a 30-day period - such as on windows, the entrance, physical displays, TV walls, PC displays, interactive screens and checkout counters. The takeovers will not add new screens but will allow the general ability for brands to fully own most of the store and leverage existing screens or physical assets in new ways, the company said."

"Lisa Valentino, president of Best Buy Ads, told Modern Retail that this comes as Best Buy has gotten many questions from advertisers on how they can use the retailer's thousands of stores to their advantage. She said the program will be open to both brands found in stores as well as non-endemic brands, which could include theatrical or streaming titles, quick-service restaurants, video games or automotive brands. The opportunity will also be open to third-party sellers from the company's new online marketplace that launched this summer who want an in-store presence through advertising."

Best Buy will offer 30-day in-store takeover packages beginning next year that let advertisers occupy interior and exterior store touchpoints. Brands can appear on windows, entrances, physical displays, TV walls, PC displays, interactive screens and checkout counters, and leverage existing digital assets in Geek Squad areas, store pickup, POS systems and the mobile department. Takeovers do not add new screens but enable brands to fully own most of a store's footprint and use physical assets in new ways. The program will be open to in-store and non-endemic brands as well as third-party marketplace sellers, with expanded measurement and self-service reporting planned.

Read at Digiday