Best Buy kicks off fall campaign

Best Buy (BB) launched a fall advertising push on September 26th. The campaign includes a 15 and 30-second video spot that will be featured across TV, digital ,social media, podcasts and radio. An additional 60-second spot will drop in October. The majority of creative work was done in-house, but it worked with Wunderman Thompson on some audio and digital. This push comes ahead of Q4, which its BB's busiest time of year, due to the holidays. 

Per Pathmatics, BB earned 11.7b impressions YTD through Facebook ads (25%), Instagram ads (20%), desktop video ads (18%), desktop display ads (17%), mobile display ads (13%) and Twitter ads (7%). It placed the majority (93%) of these ads site direct onto sites such as facebook.com, instagram.com, youtube.com, accuweather.com and twitter.com. It placed the remainder (7%) through a variety of indirect channels onto sites such as fandom.com, about.com, realtor.com, slickdeals.net and tomshardware.com. It spent around $101.4m on digital display ads YTD, a 46% jump from $69.6m spent in this channel during the same time period of 2020. Full-year spend fell 11% from $144.1m in 2019 to $128.9m in 2020. 

Magellan estimates BB placed about 115 podcast ads over the last year. 

According to iSpot, BB spent around $10.3m on national TV ads YTD, a 27% decrease from $14.1m spent in this channel during the same time period of 2020. Full-year spend fell 3% from $54.5m in 2019 to $52.8m in 2020. This year, it placed ads during programming such as "NFL Football," "NBA Basketball," "The Masked Singer," "The Voice" and "9-1-1." 

Sellers-- BB appears to be targeting Gen-X and millennial men. It reaches these demographics through digital display and national TV ads. The company has been decreasing national TV spend, while aggressively increasing digital  spend so far this year. This indicates it may be trying to reach millennials more effectively. It also invests in print and local broadcast TV ads, per Kantar. Sellers should reach out to offer ad space. 

Agency & martech readers-- BB's media buying and planning AOR is Starcom Worldwide. It also works with Wunderman Thompson on, I believe, a project-basis. You can try reaching out to see if there are any projects that you can help with. It also has an in-house creative team.