Best Buy targets gaming as an underused retail media opportunity
· 7h ago · Originally reported by The Drum
Best Buy is building out its retail media business with a focus on gaming, an area the retailer sees as underdeveloped in retail media networks. Details are limited in the source excerpt, but the retailer is positioning its gaming audience and store expertise as a differentiator for advertisers.
Why it matters
Gaming audiences are hard for brands to reach through standard retail media, so a large electronics retailer leaning into that gap could shape how ad budgets flow to consoles, games and accessories.
Explain it like I’m new here
Best Buy wants to sell ad space to game companies the way a mall sells billboards, betting it knows gamers better than anyone else.
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Retail media network (RMN)
A retail media network (RMN) is a retailer's advertising business, including its ad inventory, shopper data, ad technology and sales team, that sells ads to brands on and off the retailer's properties.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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