Best Buy, CNET Join Forces to Share Curated Product Content
Best Buy and American media website CNET have rolled out a new way for brand advertisers to engage consumers while they discover and shop for the latest technology.
The partnership leverages the two companies’ combined reach of 50 million unique visitors per month and helps brands engage larger audiences of high-intent shoppers, strengthening the reach and impact of their messages, according to a joint statement.
Shoppers will be served curated content and “unbiased editorial advice” from CNET’s experts across Best Buy channels — such as the retailer's website, mobile app and stores — spanning a variety of product reviews and expert product picks.
“When shopping for technology, we know that many consumers like to do their own research and turn to Best Buy and CNET to help them explore, discover and get inspired by new and exciting technology,” Jennie Weber, chief marketing officer at Best Buy, said in the statement. “This partnership allows us to integrate expert advice throughout every stage of the customer’s shopping journey, as well as leverage these insights to unlock new levels of personalization and engagement for our customers and partners.”
As part of the partnership, the companies are also initiating a new retail media model. Advertisers will be able to share ad spaces across Best Buy and CNET’s assets, while also allowing them to see the impact of their ad campaigns and audience insights through a full-funnel, closed-loop media solution, the companies said.
“This partnership sets a powerful precedent for how content and retail media brands can collaborate to bring more opportunities to both consumers and advertisers,” added Lauren Newman, executive vice president of revenue at CNET. “With a focus on data-driven insights, we’re introducing a new standard to help brands expand audience reach and measure the impact across what was previously a fragmented digital media ecosystem.”
Best Buy and CNET have already seen positive results from testing done on Best Buy channels earlier this year. “Integrating CNET’s insights and expertise in Best Buy stores and on BestBuy.com helped increase consumer trust,” per the statement.
From a survey of consumers who were part of an in-store test, 86% said that seeing CNET’s content while shopping made them more confident in their tech purchases and the content helped garner a 25% lift in purchase intent.
CNET’s team of editors, reporters and content creators provide expert product reviews, how-to guides, videos, analysis and news articles on consumer technologies, services and trends, making it an ideal fit for Best Buy’s shopperbase.
