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.

1. 2002 Content Marketing Venture: Pilot of an
HD-video original content series, monetized
with vendor and non-endemic ad serving
within the programming.
Kim Garretson
Director of Emerging Media
Best Buy

2. Bringing Home Technology featured actors in
a home location learning to use new
technology. Pop-up ads gave viewers the
option to view and paused the content.
Kim Garretson
Director of Emerging Media
Best Buy

3. With this 2002 venture, I have continued to
innovate in content marketing, with
brands/retailers monetized as media.
Kim Garretson
Director of Emerging Media
Best Buy