Unlocking Optimal Results in CTV & Streaming Audio: Key Factors for Successful Dealership Campaigns

With the continuous expansion of streaming media (CTV & Streaming Audio) at the expense of traditional TV, Cable, and Radio, the opportunities for dealers to elevate their campaigns and achieve maximum results are on the rise. Let’s delve into the crucial elements that set the stage for highly effective campaigns and how leveraging the right audience and inventory strategies can lead to significant market-share gains.

 Understanding the efficacy of your audience stack is of paramount importance before launching any campaign. To do this, a high-fidelity feedback loop is necessary to evaluate the value of the audience created. For us, we do that through dealership visits. For over 5 years, our audience segments have demonstrated that, on average, 30% of the audience will visit a dealership within a 30-day period. In targeting these consumers at the household level, you can then ensure that every CTV or Audio impression purchased is deterministic and directly linked to the target Household. This is the spine of the campaign, and a massive driver of media efficiency.

Bottom Line:

• Proxy the consumer journey
• Consideration and Purchase Cycle
• Quality audience segments (Proven)
•  Inventory: Not all inventory is created equal, and knowing which inventory to buy is essential for fully activating your most lucrative consumer segments. Our strategy is built on a feedback loop that proves efficacy, ensuring we invest in inventory that leads to dealership arrivals. Unlike outdated purchase models based on impressions and CPMs, our approach prioritizes what truly matters to dealers – attracting potential customers to their dealerships. This drives our trading strategy. Very different than trying to “simply hit a low CPM target” Bottom Line: Invest in High Quality Inventory
• Curated for Human Attention
• Inventory Diversity
• Saturate CTV first (nothing more performative than the big screen?
• Invest appropriately by daypart (stay away from 12m-6a)
• Attribution: Our approach to attribution is unique, as we squarely focus on getting consumers into the store. Along the way, we track engagement with Vehicle Detail Pages (VDPs), increased leads via forms, calls, chats, and ultimately, dealership visits. This comprehensive approach to attribution makes for a more meaningful reporting and strategy call, as it centers on driving consumers into stores. Understanding how much it costs to get an arrival, unlocks of myriad to strategic opportunities for dealers to compete. Bottom line: Accurately Track the Outcomes that matter:
• Web Engagement
• Foot Traffic
• Sales

In a market where day supply is plentiful, loyalty is low, and price is a deciding factor, utilizing streaming media effectively can help dealers stand out and capture market share. As marketing professionals, now is the time to shine and make a real impact in the market by leveraging CTV and Streaming Audio the right way.

Stay ahead of the competition and unlock the full potential of your dealership campaigns by understanding and implementing these key factors. Embrace the opportunities presented by the evolving media landscape and watch your market share soar.

#DealershipCampaigns #StreamingMedia #CTV #StreamingAudio #MarketingStrateg