Why Best Buy's in-store ads are a big hit with brands

"To be sure, takeover packages let advertisers control multiple Best Buy touchpoints, from window displays and entrances to checkout counters, TV walls, PC monitors, and interactive screens throughout its stores. While most retail media ads-whether on retailers' sites or third-party platforms-are bought programmatically, the automatic buying and selling of digital ad space through software and algorithms, Valentino noted that takeover packages don't follow that model."

""Our goal was to sell them by month," Valentino said. "We're nearly sold out for the year. The creative work that goes into [takeover packages], that's not a programmatic offering; that's really about thinking about how we galvanize creative and creative storytelling in a different way.""

"In-store retail media ad spending is set to hit the billion-dollar mark by 2029, eMarketer projected. So, those screens between aisles are officially becoming big business. Best Buy has big plans lined up for this summer's World Cup, a massive advertising opportunity for brands and retailers."

Retail media had limited dedicated sessions at NRF 2026, but in-store digital screens remained a recurring focus for retail executives. Best Buy's in-store 'takeover packages,' announced in 2025, are nearly booked for the entire year due to strong demand from advertisers including Ikea and Meta. Takeover packages allow advertisers to control multiple touchpoints—window displays, entrances, checkout counters, TV walls, PC monitors, and interactive screens—inside stores. Those packages are custom, creative-driven offers rather than programmatic buys. In-store retail media spending is projected to reach the billion-dollar mark by 2029, and Best Buy plans World Cup activations.

Read at Retail Brew