Best Buy Canada opens in-house media company

Best Buy Ads is operational in Canada.

Initially introduced by Best Buy in the U.S. in January 2022, Best Buy Ads is now available in the consumer electronics giant’s Canadian subsidiary. The in-house media company is designed to help Best Buy Canada’s suppliers provide shoppers with targeted, timed promotional messages based on its customer relationships and insights. 

Best Buy Ads’ core products, like onsite search and onsite programmatic display, are virtually identical across the U.S. and Canada, with small differences in the offerings of specific channels.

In an email to Chain Store Age, Best Buy Canada said whether a brand sells products at the retailer or offers complementary products and solutions, it can help companies reach their audiences through Best Buy channels, including search ads, onsite and offsite display ads, content ads, social videos, influencers, store video, front-of-store signage, and email and direct mail.

“Best Buy Ads brings a unique opportunity for Canadian advertisers,” a Best Buy Canada spokesperson said in an emailed comment. “Best Buy consumers are highly educated professionals and students, high spenders, early adopters. Their interests go beyond technology – they are interested in cars, travelling, food, sports and so much more.

“By partnering with Best Buy Canada, brands can reach these consumers in a shopper’s mindset, when they are focused and engaged and browsing and shopping on a site they trust,” the spokesperson said. “In an era with many targeting options being reduced due to cookie-loss, we enable brands to target their messages by leveraging our extensive in-market data and platforms in a privacy-first way.”

Best Buy builds on ad targeting for brand partners

In the U.S., Best Buy has been adding new features and functions to Best Buy Ads. The retailer began working with digital media measurement platform DoubleVerify in fall 2022 to provide measurement tools for participants in Best Buy Ads, as well as for its own ad campaign.

And in March 2023, Best Buy began collaborating with Roku to enable its brand partners to target, optimize, and measure their ads on Roku using Best Buy shopper data. This will help Best Buy’s brand partners ensure consumers are seeing the advertising content that most interests them.

A wholly owned subsidiary of Best Buy Co. Inc., Best Buy Canada Ltd. operates the Best Buy, Best Buy Mobile, and Geek Squad brands. The company has more than 160 Best Buy and Best Buy Mobile stores across Canada and an expanded assortment of products offered through the BestBuy.ca e-commerce site.