#USA #Los Angeles #CTV #Digital Audio #EMG

New Insights on Auto Market Strategies

A recent analysis conducted by EMG in collaboration with SiriusXM Media has uncovered compelling evidence regarding the effectiveness of integrated marketing strategies for auto dealerships. The study indicates a significant boost in local market share specifically for dealerships combining Connected TV (CTV) and programmatic Digital Audio advertising. This combined approach has been shown to improve local market share by an impressive average of 21.8%.

The Shift in Marketing Dynamics

In a competitive automotive landscape, auto dealerships traditionally relied on separate advertising channels to reach potential customers. However, this new research suggests that an integrated approach could be the game-changer they need. With streaming media rapidly gaining traction among consumers, dealerships must adapt their marketing strategies to capture local market opportunities effectively.

EMG's unique study analyzed 1,424 dealership campaigns over an eight-year period, with data derived from DMV new vehicle registrations capturing real-world impacts of advertising strategies. The findings reveal that only through combining CTV and programmatic audio can dealerships translate interest into tangible sales. Market share, a critical metric in understanding performance, reflects a dealership's ability to convert advertising into actual vehicle registrations—insight that is crucial in devising successful marketing strategies.

Key Insights from the Study

• - Impact of Dual Strategies: Campaigns that utilized both CTV and programmatic Digital Audio showed a 21.8% increase in local market share compared to those that did not.
• - Wider Audience Reach: Programmatic Digital Audio reaches consumers during various daily activities, filling the gap where visual media can't engage effectively—such as during commutes and grocery shopping.
• - Measurement of Success: The study analyzed over 75 million conversions, emphasizing the strong statistical backing for the success of this integrated approach.

Brian Singleton, the CEO of EMG, stated, “This study confirms that dealerships not integrating programmatic Digital Audio into their streaming mix are significantly missing out on market share potential.” The comprehensive data provided by the Maven platform offers deep insights into how these dual channels improve campaign performance beyond conventional metrics.

Testimonials from the Field

Justin Simon, Managing Partner at Driven Media Group, underscores the value of this integrated approach, highlighting measurable improvements seen in market share for automotive clients. Upon implementing these strategies, dealerships reported steady growth month-over-month, showcasing a clear alignment of marketing efforts with actual sales outcomes.

Jack Delaney, Dealer Principal of Delaney Automotive Group, noted their dealership's impressive outcome of a 60% increase in market share in one month, attributing this success directly to the strategies suggested in the study.

Conclusion: The Future of Automotive Marketing

As the automotive industry continues to evolve, dealerships aiming to enhance their local market presence must consider adopting integrated media strategies that engage consumers across multiple platforms. The study’s findings provide a roadmap for success in an increasingly complex advertising landscape. By leveraging both CTV and programmatic Digital Audio, dealerships can achieve greater resonance with potential buyers, ultimately leading to increased sales and enhanced brand visibility.

For further details, full insights from the study can be found on the SiriusXM Media website here.

About EMG

EMG is renowned for being at the forefront of streaming advertising solutions tailored exclusively for the automotive sector. With a focus on data-driven execution, EMG offers auto dealerships innovative tools to connect with in-market buyers effectively, ensuring measurable growth in market share.