This document summarizes a location-based media case study by Best Buy and JiWire. The study included two location-based advertising campaigns on smartphones, tablets, and laptops to drive consideration and traffic to Best Buy stores. The national campaign engaged consumers near 1,101 Best Buy stores, while the local campaign targeted 14 stores in Las Vegas and Pittsburgh. The results showed high engagement with store location details and directions, with tablets seeing 22% higher engagement than other devices. Going forward, Best Buy aims to leverage location data to provide consumers with real-time inventory and deal information for stores near them.

1. Finding Your Way Through Location-Based Media: Case Study+ ++ +4 4q5 + q ++ + David Staas SVP, Marketing [email_address] @davidstaas Alix Hart Sr. Director, Digital Marketing @trahla Finding Your Way Through Location-Based Media: Case Study

2. Places

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

4. What location-based services are you most interested in? Source: JiWire, Q1 2011.

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

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

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

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

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

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

17. 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

18. Finding Your Way Through Location-Based Media: Case Study David Staas SVP, Marketing [email_address] @davidstaas Alix Hart Sr. Director, Digital Marketing @trahla