How Best Buy Ads’ 1P Data + Premium CTV drives measurable upper funnel impact.

While CTV continues to be a powerful channel for driving awareness and consideration, many marketers still face a common challenge: proving that upper-funnel investments translate into actual sales.

A leading consumer electronics brand partnered with Best Buy Ads to solve exactly that challenge. By combining Best Buy’s rich first-party data with premium streaming inventory and closed-loop sales measurement, the campaign demonstrated that upper-funnel media can drive significant business outcomes.

Challenge

Increase awareness, consideration and sales.

During the busy holiday shopping season, the brand sought to increase:

• Awareness among high-value consumers
• Consideration and purchase intent for key product lines
• Sales across multiple technology categories

We needed to reach consumers who were actively in-market for electronics and technology purchases while ensuring that media investments could be tied directly to sales performance. The brand needed a data-driven approach that could connect premium media exposure to measurable retail outcomes.

Solution

Combine first-party data with CTV.

Best Buy Ads leveraged its first-party data to identify audiences with a high propensity to purchase across relevant technology categories.

Using these insights, the campaign activated across:

• A leading streaming platform
• Premium private marketplace (PMP) video inventory
• High-impact CTV placements, including home screen experiences

This approach enabled the brand to reach engaged streaming audiences at scale while maintaining the precision of retail-based audience targeting. Most importantly, the media strategy incorporated closed-loop sales attribution, providing visibility into how advertising exposure influenced actual purchases across Best Buy channels.

Results

Audience engagement led to measurable sales.

The campaign delivered strong performance across both reach and revenue metrics:

Revenue Impact

• 7X ROAS across 11 product categories
• 52% of attributed sales occurred online, demonstrating the effectiveness of an omnichannel customer journey

Audience Reach

• 17.6 million impressions delivered across home screen and premium marketplace video placements
• 5.6 million unique households reached through the streaming platform

These results validated the power of combining retailer first-party data with premium connected TV environments, creating a direct path from audience engagement to measurable sales outcomes.

By pairing Best Buy's purchase intelligence with premium streaming inventory and closed-loop measurement, Best Buy Ads transformed a traditional awareness campaign into a revenue-driving engine.

The campaign serves as a compelling example of how retail media and CTV can work together to deliver both brand-building scale and performance-driven outcomes.

^{Source: Best Buy Sales Attribution and Kantar Brand Lift Study, conducted November 10, 2025–December 26, 2025.}