Best Buy Expands Its Retail Media Footprint with Launch of Best Buy CTV

Best Buy held its annual media showcase, “The Drop,” last week on September 28, 2026, where the company unveiled a strategic expansion of its retail media business: the launch of Best Buy CTV, a connected‑TV advertising offering tailored to technology and consumer electronics brands.

Best Buy CTV: Retail Media Moves to the Living Room

Best Buy CTV integrates premium streaming ad inventory, audience intelligence, and measurement capabilities specifically designed for the consumer electronics sector. At the event, the company announced partnerships with Amazon Fire TV—leveraging Insignia TV inventory—as well as a pioneering bundle with LG and Roku. These arrangements enable brands to deliver 30‑second video ads across TVs, with targeting informed by Best Buy’s deep insights into device ownership and consumer purchase cycles.

This expansion into streaming advertising represents a meaningful evolution for Best Buy Ads, connecting the consumer journey from media exposure through to purchase in both digital and physical channels.

Enhanced Attribution and Creators Program Deepen Marketing Capabilities

Beyond distribution partnerships, Best Buy introduced new attribution tools to help marketers measure performance across multiple channels—from CTV and online media to in‑store experiences. The new multi‑touch attribution platform allows brands to see which exposures influenced customer behavior, while newly expanded incrementality testing helps clarify which marketing efforts actually drive sales.

Additionally, the company is scaling its Best Buy Creators and Best Buy Studios offerings, connecting trusted creators and “Blue Shirts” (Best Buy employees) to develop sponsored content backed by commerce measurement. This move positions Best Buy as both a media and commerce company, enabling ad investments tied directly to measurable outcomes.

Momentum Backed by Research

At The Drop, Best Buy shared data from a Circana study substantiating the impact of its retail media network. The research found that Best Buy Ads delivered a 17% higher return on ad spend (ROAS) than the national average. Although representing only 17% of media spend in the study, Best Buy Ads accounted for 35% of measured media‑driven sales at Best Buy. The network also drove nearly 16% of media‑driven sales at competing retailers and delivered almost 10% of measured brand equity—a compelling validation of Best Buy’s expanded media role.

What This Means for Best Buy’s Business

This development underscores Best Buy’s shift from being solely a consumer electronics retailer to embracing a broader identity as a hybrid retail‑media‑technology company. By leveraging its rich understanding of customer behavior and device data, Best Buy is monetizing its customer relationships and retail touchpoints more strategically.

For investors, this shift suggests new growth vectors beyond traditional hardware sales, with the potential for higher-margin advertising revenues anchored in measurable outcomes. As streaming viewing continues to rise, Best Buy’s entry into CTV provides an opportunity to capture greater ad dollars from technology brands seeking precise, measurable reach.

Next Steps and Outlook

Industry observers and advertisers will be tuning in to how quickly Best Buy CTV scales, particularly in terms of ad volume, partner adoption, and ROI. The newly announced attribution and incrementality capabilities should help demonstrate tangible value to brands in early campaigns.

Meanwhile, investors may look for early financial indicators in upcoming quarterly reports—such as growth in advertising revenue or gross margin improvement tied to media and marketplace segments—as validation of this strategic expansion.

Overall, Best Buy’s launch of Best Buy CTV signifies a noteworthy stride in its transformation into a media-enabled commerce leader, providing investors with a new dimension of growth to monitor in the evolving consumer electronics retail landscape.