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I joined Best Buy's Strategy & Innovation Department in 2002 to head a new emerging media monetization initiative. With one billon store and Web visits, BBY had the customer engagement metrics of a major media company. Using content marketing and native advertising strategies, we piloted an HD video original series titled Bringing Home Technology. Like video content today, ads popped up unobtrusively while the helpful and entertaining content streamed. Clicking on an ad paused the video, and the time of the ad counted down while it played, but viewers could click out and return to the content.