A Snippet from the “Streaming Metrics that Matter” at SAS 2024

The question, “Did my streaming campaign deliver meaningful results?” can only be answered by measuring deterministic outcomes that directly reflect performance lift. Brett Hall, EMG’s VP of Sales & Marketing, underscores the importance of market share as the key metric for evaluating true impact.

Unlike certain over-the-counter marketing metrics that emphasize reach but overlook performance lift, market share analysis gives marketers insight into how their media investments affect their competitive standing. While certain metrics, usually relating to cost or reach, might appear impressive on the surface, they often don’t correlate with actual performance, leaving dealerships vulnerable to losing market share despite high impression counts and a low CPM.

To focus on what truly drives success, automotive marketers must measure outcomes that reveal how a dealership is performing within its local market. This enables them to gauge performance contextually and develop reliable feedback loops to optimize or eliminate underperforming strategies.

EMG deterministically attributes dealership walk-ins directly to the streaming campaign’s touchpoints and provides a clear view of each dealership’s monthly media efficiency. This shows how many targeted households visited a dealership lot, linking the media buy to real-world actions and ensuring the campaign is reaching genuine in-market car buyers.

By reporting metrics that matter most to dealerships, EMG empowers them to assess the impact of their marketing on market share, proving their streaming advertising investments are effectively reaching prospective buyers and driving meaningful results.

Join our mailing list for updates on next year’s summit.