A leading TV brand drove year-long results with Sponsored Products.

Challenge

Maximize a major Sponsored Products investment on BestBuy.com

Sponsored Products seamlessly integrate into the BestBuy.com shopping experience, placing brands in high-visibility locations—like search banners, suggested search boxes, in-list search results and more.

A leading TV brand aimed to inspire steady conversions over a 12-month period with a large onsite investment. To be successful and avoid shopper fatigue, our team had to develop a strategy that could sustain scale and performance over time.

Solution

An innovative strategy built for long-term success

To make the most of their Multi-million dollar investment, we decided on a best-in-class approach for the TV category, elevating two key strategies:

• Share breadth of product: While a typical TV brand at Best Buy usually features anywhere from 5 to 20 SKUs in their Sponsored Products campaign, we activated up to 3.5x more SKUs throughout the year for this brand. This ensured a broader presence in auctions and increased opportunities to match the right shopper with the right product.
• Enable automated revenue bidding: An automated, revenue-focused bidding structure allowed our partner’s ad placements to optimize over the course of the campaign based on user behavior and our deep knowledge of each BestBuy.com visitor.

Activation

A best-in-class campaign for the TV category

Running from March 2024 to February 2025, this campaign delivered the highest share-of-voice relative to spend in the TV category, reinforcing the power of Sponsored Products in driving lower-funnel conversions.

With a massive investment and increased SKUs live for most of the year, an effort of this magnitude required time to hit its stride. But with 10 billion views per year on BestBuy.com, lower-funnel success was there for the taking with the right mix of strategic thinking, investment and patience.