Finding Your Way Through Location-Based Media: Case Study \7 4q5 + q ++ + David Staas SVP, Alix Hart Sr. Director, Digital Finding Your Way Through Location-Based Media: Case Study

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Proliferation of Devices Worldwide smartphone sales will stretch 468 million units in 2011, a 57.7% boost from 2010 Source: Gartner, April Source: JiWire, Q Average devices owned by the mobile audience 2.4 Source: Gartner, April 2011 Source: JiWire, Q2 2011

What location-based services are you most interested in? Source: JiWire, Q

Mobile Driving In-Store Purchasing 31 % Purchased In-Store +5 % Researched on Mobile

COMPASS: Locationize Your Brand A rich media, app-like location experience to connect consumers Engage consumers when they are near Your Brand’s Locations

Best Buy and JiWire Compass Location-Based Advertising on Any Device

Summer Campaign: Connected on the Go May/June 2011 Help match consumers with the right technology for their needs while on the go Mobile: Drive consideration & traffic to Best Buy

Best Buy & JiWire Two Location-Based Compass Campaigns National Campaign “Connected on the Go” 1,101 Stores, All Markets Local Market Campaign “Connected Stores” 14 Stores, Las Vegas & Pittsburgh

Campaign 1: Connected on the Go National, May & June 2011 Campaign Details: National Campaign across 1101 Best Buy Stores Cross channel: Smartphones, Tablets, Laptops Across mobile & Public Wi-Fi Same experience, but unique to each media x

Campaign 2: Connected Stores Las Vegas & Pittsburgh, May 2011 Campaign Details: Mobile Only Campaign Delivered through Location-Based Apps Engaged consumers near the 14 Best Buy Stores in target markets

Results: Store Level Engagement National Pittsburgh % consumers who clicked on individual store locations 10 % Las Vegas 18 % 12 % Drill-down insights on individual market differences & performance Compare individual markets vs. National benchmarks for all stores

Results: Local Calls to Action Walking Driving Walking vs. Driving Directions 38 % 62 % National Market Local Market % Consumers who clicked on Directions 40 %

Wi-Fi Mobile Apps Wi-Fi Mobile Apps Results: Consumer Learning by Device Individual Best Buy Store Views Individual Best Buy Store Direction Views Wi-Fi Highlight: 2.5 minutes average engagement time. Mobile Highlight:70% of the total people who clicked on location details got directions to store % 9.1 % 22 % 53 %

Results: Device Trends Smartphone Tablet 22% Higher Engagement on Tablet 22 %

What’s Next? Locations  Inventory and Deals, Leveraging Best Buys API “The only thing better than overnight delivery is In- Stock, Right Now, Near You!” - CTO, Best Buy Mar 2011

Finding Your Way Through Location-Based Media: Case Study David Staas SVP, Alix Hart Sr. Director, Digital