Circana Study: 16% of Best Buy Ads-Driven Sales Went to Competing Retailers
· 48m ago · Originally reported by PPC Land
A Circana analysis found that nearly 16% of sales influenced by Best Buy Ads campaigns ultimately occurred at rival retailers. The study also reported a 79% higher return on ad spend for Best Buy's own US sales, though details on sample size and spend were not disclosed.
Why it matters
This highlights the challenge of accurately measuring the impact of retail media campaigns, as ad-driven intent may benefit competitors, not just the retailer running the ads.
Explain it like I’m new here
It's like advertising your lemonade stand, but some people end up buying lemonade from your neighbor instead.
Terms in this story
ROAS (return on ad spend)
ROAS (return on ad spend) is the revenue generated by advertising divided by the money spent on that advertising, usually shown as a ratio like 4:1 or 400%.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
Go deeper
Related stories
Albertsons Media Introduces Multi-Touch Attribution Tool in Partnership with LiveRamp
Albertsons Media has launched a new multi-touch attribution solution, developed in collaboration with LiveRamp. This tool aims to help advertisers better track and measure the effectiveness of their campaigns across multiple customer…
Walmart Expands Retail Media by Leveraging Purchase Data on Spotify and TV
Walmart is extending its retail media strategy by using its shopper purchase data to target ads beyond its own platforms, including on Spotify and connected TV. This move signals an effort to reach consumers across more digital…
AI Shopping Assistants Poised to Shape Future of Retail Media
AI-powered shopping assistants are emerging as a new focus area within retail media, potentially transforming how brands interact with consumers during the online shopping journey. As these digital helpers become more sophisticated…
Love's Retail Media Initiative Drives Nearly 20% Increase in Beverage Sales
Love's implemented a retail media campaign that resulted in a significant boost in beverage sales, with figures rising by nearly 20%. The campaign leveraged in-store advertising to influence customer purchasing decisions.
Understanding Product Disapproval in Shopping Ads Platforms
Product disapproval occurs when a product listing does not meet a platform's data or policy standards, resulting in its removal from both paid Shopping ads and free listings. This status is assigned after a review process identifies issues…
Hanshow, Jisp, and Lloyds Bank Named Finalists for 2026 Retail Media Innovation Awards
Hanshow, Jisp, and Lloyds Bank have been shortlisted as finalists for the 2026 RTIH Innovation Awards in the Retail Media Innovation category. The awards recognize companies making significant advancements in retail media technology and…