Best Buy and LG Expand Retail Media Into CTV
Best Buy is extending its advertising business into connected television through a new partnership with LG Ad Solutions, bringing its shopper audiences and sales measurement capabilities to television advertising.
The agreement makes LG’s premium connected-TV inventory, including its Home Screen, available to U.S. advertisers through Best Buy Ads. The resulting combination gives brands a way to combine Best Buy’s first-party shopping data with LG’s television inventory, reaching consumers beyond the retailer’s stores and ecommerce properties.
From Retail Audiences to Television Advertising
Retail media networks have traditionally focused on advertising close to the point of purchase, using sponsored products, search results and onsite display placements to reach active shoppers. Increasingly, retailers are applying their customer data to advertising across external websites, streaming services and connected television.
Through the LG partnership, consumer electronics advertisers working with Best Buy Ads can activate shopper audiences across Home Screen and CTV video inventory. The arrangement connects retail purchase intelligence with television advertising, bringing audience targeting and sales measurement into a channel traditionally evaluated through media exposure and engagement.
The Home Screen Creates a New Advertising Opportunity
LG’s Home Screen reaches consumers before they select a streaming service or begin watching content. Unlike conventional CTV video advertising, the placement occupies the television interface itself, giving advertisers visibility at the point of content discovery.
Serge Matta, president of global ad sales at LG Ad Solutions, has emphasized the Home Screen’s role in reaching consumers before content begins. The partnership also creates another source of advertising demand for LG by making that inventory accessible through Best Buy’s advertiser relationships.
For consumer electronics manufacturers, the connection is especially relevant. Brands selling products through Best Buy can use the retailer’s shopper audiences to reach consumers on LG televisions, connecting product consideration and purchase behavior with television advertising.
Magnite Connects the Buying Platforms
Magnite provides the programmatic transaction technology behind the partnership, connecting Best Buy’s advertising demand with LG’s available inventory. Its role reflects how retail media is being integrated into established programmatic buying systems, rather than requiring separate transaction processes for each advertising environment.
The arrangement gives LG access to additional advertiser budgets while expanding the television inventory available through Best Buy Ads. For agencies, it creates another way to coordinate retailer audiences and CTV campaigns within broader media strategies.
As these connections expand, the boundaries between retail media and traditional digital advertising are becoming less rigid. Audience data, buying technology and measurement capabilities increasingly determine how inventory is packaged and sold.
Connecting Television Exposure to Sales
Best Buy’s closed-loop measurement capabilities are central to the offering. The companies say advertisers will be able to connect television advertising exposure with sales outcomes through LG Ad Solutions’ Own the Outcome measurement framework.
Lisa Valentino, chief ads and media officer at Best Buy, has emphasized advertisers’ demand for premium media environments supported by measurable sales results. The partnership combines the retailer’s first-party audience insights with LG’s television inventory and attribution capabilities.
Television advertisers have long measured reach, frequency and engagement, but linking those exposures to purchases requires additional data. Retail media networks bring transaction data into that equation, allowing advertisers to assess campaigns against commercial outcomes rather than relying exclusively on traditional media metrics.
The companies have not disclosed campaign performance, sales lift or detailed attribution methodology for the new offering. Its effectiveness will ultimately depend on how reliably television exposure can be connected to actual purchasing behavior.
What It Means for Multi-Location Brands
For multi-location retailers, the Best Buy–LG partnership demonstrates how customer relationships and transaction data can support advertising businesses that extend beyond their physical and digital storefronts.
It also gives brands and agencies additional ways to connect television campaigns with consumers who have demonstrated shopping interest. As more retailers bring their audiences into CTV, advertisers will have greater opportunities to coordinate audience targeting, media investment and sales measurement across channels.
Best Buy supplies the shopper intelligence, LG provides the television inventory, and Magnite handles the programmatic transactions. The partnership brings those capabilities together in a model that could should make television a more measurable extension of retailers’ advertising businesses.
