I recently took a closer look at what Best Buy Ads is building, and what it tells us about where retail media is heading. Best Buy was one of the early retailers to launch sponsored product ads, but at its latest showcase, that familiar ad format was barely part of the conversation. Instead, the spotlight was on connected TV, creators, TikTok Shop, its production studio, and new measurement capabilities.

I think that shift tells us something important about the future of retail media. Brands increasingly want retail media to do more than drive an immediate sale, while AI is changing how shoppers arrive at retailers in the first place. In this episode, I unpack why Best Buy may be looking beyond the traditional search-results-page model, what its new measurement research says about the brand-building potential of retail media, and why the retailers with the most distinctive assets may be best positioned to move beyond sponsored products.


This episode is sponsored by GrowthLoop

Timeline

[00:15] - Exploring the gap between brands’ interest in retail media brand-building and where their budgets are actually going

[01:15] - What Best Buy Ads showcased beyond sponsored products, including CTV, creators, TikTok Shop, and measurement

[03:30] - Why Best Buy’s showcase suggests its growth ambitions are moving beyond the search results page

[05:15] - How AI and LLMs could change the shopper journey—and potentially reduce traditional sponsored product opportunities

[08:30] - Breaking down Best Buy’s Circana marketing mix model and its findings on ROAS, media contribution, and brand equity

[10:24] - Why Best Buy’s distinctive retail assets could help it move beyond interchangeable retail media networks


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