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In late 2015, a computing advertiser contacted the Best Buy Media Network looking to make a large December push to generate awareness for its new product during the heart of the busy holiday season.
The BBY Media Network leveraged a multi-channel approach for the advertiser, running a concentrated, three-week campaign that included :30 in-store videos on the HDTV Wall, onsite search on BestBuy.com, and onsite banners placed within the site’s contextually relevant content. Behavioral targeting was then layered in to earmark users based off their shopping behaviors across BestBuy.com. The Media Network also worked with the advertiser to build a custom 970×66 expandable banner that integrated the in-store video into the campaign’s on-site banners, providing an immersive online experience. Finally, in order to showcase the advertiser’s special holiday pricing, creatives were swapped weekly to catch customers’ eyes while they shopped for deals both in-store and online.
The campaign was very successful, generating a 0.24% CTR from the banner portion and a 1.39% CTR from the search portion. The in-store channel delivered over 29 million impressions for a combined total of 36 million impressions across all channels, generating great awareness during the campaign’s targeted December flight.
Video Game Advertiser
During the 2012 holiday season, this video game brand was promoting an exciting Black Friday package deal, which would include its popular game set. In addition to raising awareness of this limited time offer in a condensed two-day campaign, we also had the confines of a smaller budget.
We took advantage of the high Black Friday traffic on BestBuy.com by putting their message front and center on the homepage. Efforts were lifted by using contextually relevant page categories, like Video Games, as well as non-gaming page categories.
Campaign delivered in full with a CTR of .61%.
Return on investment was an astounding 362%.
An easy to use laptop with great product features was something this brand hoped to build awareness and education around while simultaneously driving sales during a 6-week flight in Q1 of 2013.
The key was getting the brand message out to shoppers specifically looking for a new laptop. To do this, we used contextually relevant page categories on BestBuy.com, like Computers and Laptops & Netbooks. With a compelling message and a reasonable price point, this brand was the perfect candidate for our Digital Insert pages, where shoppers visit every week in search of good deals.
Return on investment was 120%.
Additional Case Studies:
This brand, an ongoing partner with Best Buy, needed a campaign that could support a variety of promotions and initiatives throughout the 2012-2013 year.
In an upfront agreement with this brand, inventory and costs were locked to include the ability to change out creative throughout the year as needed. This brand also opted to track ad recall and purchase intent through an Arbitron study. Annual placements included the HDTV Wall, where a high volume of customers could be reached during the exploration and discovery phase of their purchase journey, as well as Checkout, where the brand could leave one last impression with shoppers.
The brand experienced a successful campaign that received 220 million impressions.
The Arbitron study revealed that 52% of shoppers recalled the ad, which lead to a 14-point increase in purchase intent.