Interesting article at Brandweek about the Best Buy On network and doing upfront media sales for the in-store digital network. The writer (and the analyst quoted) point out the Best Buy seems to be blazing their own path with a unique approach and goals for their media efforts, not just in-store but also across channels from online to mobile. Best Buy is focusing on a connected experience and taking advantage of the fact that their customers are all about leveraging digital technologies and media to stay informed and aware.
Launched in January to coincide with the CES trade show, Best Buy’s TV network is now in all its 1,100 or so stores and is preparing for an “upfront” of sorts in December, when Best Buy will approach advertisers for long-term placements. The network, which reaches some of the 50 million people who visit the stores each month, features original programming from the retailer’s ownYellow Tag Productions. Content ranges from an interview with movie legend Martin Scorcese to tutorials on digital photography.