Live from New York, it’s Best Buy Ads!
There’s something about being there. The personal connection, the added attention, the opportunity to deepen relationships. So, when Best Buy Ads opened a corporate office in New York City to support East Coast agencies, it wasn’t a nice-to-have, it was a must. With the top five U.S. agency holding companies headquartered in the Big Apple, representing a huge portion of the revenue in the marketplace, having sales teams steps away from these agencies allows Best Buy Ads to connect and deliver on their needs in a way that simply wouldn’t be possible virtually.
The right people in the right roles.
Best Buy Ads has been around for nearly a decade, building incredible relationships with our endemic partners. With the desire to expand, and the growing nature of retail media networks, reaching non-endemic brands and agencies became paramount. Fulfilling this expansion started from the top down. Lisa Valentino was brought in as President, delivering not only strong leadership skills, but, among many other attributes, having a strong digital first experience in her arsenal. Best Buy Ads then added Stephen Sheron from Meta to lead Ads Analytics, Reporting & Insights, Milena Krasteva from Walmart Connect to head up Product Management, and Jeff Reilly from Disney to lead the Go-to-Market Strategy team.
Then, to lead the East Coast sales team, Amy McGovern was added, with a wealth of experience within the New York market and data-driven video experience. From there, the account team was born, all with an incredibly diverse suite of backgrounds—and that was by design.
Of the current five account executives (and growing), there are two with retail media network experience, two with video experience (one whose experience comes mostly from data) and one that has mobile ads experience. Together, it creates an impressive team well versed in all sides of the retail media world. And the team is rapidly expanding.
“With cross discipline expertise, we help educate one another,” Amy McGovern explained. “You'll see us feeding off each other and educating each other, sharing our expertise from all of our backgrounds.”
This diversity of backgrounds allows Best Buy Ads to have very strategic conversations with agency clients that represent planning, investment, commerce and programmatic.
What agencies want.
When asked what agencies are looking for from a retail media network, Amy had a very simple answer, “There are two questions we need to answer for agencies and holding companies, and both are imperative. 1) How can we help them make money? 2) How can we help make them look good?”
Our data is the key. Agencies have been working off publisher data or modeled data, and when it’s resolved for measurement and attribution, they lose a lot of identity and signals. Best Buy Ads has rich, first party data with a 93% revenue identification rate, something incredibly rare in the RMN world.
With 15K unique attributes that enrich customer data, endemic partners can get access to a larger ecosystem than just tech enthusiasts—stretching their reach. They can go after sports fans, DIYers, travel enthusiasts, you name it.
In a similar way, this same data is critical to non-endemic partners. This data allows them to use these audiences to reach customers within their categories, from entertainment, sporting gear, financial services and QSRs. They can then leverage this data across all tactics throughout the entire funnel of the consumer journey.
With Best Buy Ads new headquarters in New York, our agency partners have direct access to experts ready to help them elevate their brands. And with Account Executives in the Midwest and West Coast as well, we have experts from coast to coast to assist agencies of all sizes.
Reach out today to see how Best Buy Ads’ people and data can take both endemic and non-endemic brands to the next level.
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