Best Buy has a first-hand view of the electronic devices and connected gizmos that are attracting consumer interest through its expansive network of retail stores, its ecommerce hub, and a mobile app.

And just as shoppers have moved away from television sets, radios, and cameras towards smartphones, laptops and smart speakers in recent years, so the Richfield, Minnesota-based chain has followed their lead with its media spending.

"We've gone from 80% traditional [spend] years ago to over 90% digital now," Keith Bryan, Best Buy's SVP/media engagement & personalization, explained at CES 2018, a conference held by the Consumer Technology Association (CTA).

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Keith Bryan, SVP/media engagement & personalization, Best Buy

"And that's essential to actually optimize the customer experience, as well as to get the most out of your your data, and to personalize things well."