Although still widely used for brand building, Connected TV is undoubtedly a performance marketing channel, offering precise digital targeting, measurement, and optimization that drive online and offline conversions.

Netflix is investing $18 billion in content to stay ahead in the streaming wars, raising the stakes for the entire industry and proving that content is the key to winning viewership.

For marketers, the proof is in deterministic attribution—delivering 100% certainty in connecting your ad campaigns to measurable sales outcomes.

CTV delivers a more immersive and trusted viewing experience than mobile or desktop, driving 32% more conversions and making it the clear choice for impactful streaming campaigns.

Connected TV (CTV) offers dealerships a cost-effective alternative to traditional TV advertising, combining the broad reach of TV with precise digital targeting to maximize campaign performance at a fraction of the cost.

CTV ad inventory is fragmented across multiple third-party sellers, meaning access to a streaming platform’s full inventory is often limited, complicating ad campaigns.

Connected TV offers a cost-effective, targeted alternative to traditional TV advertising by combining the reach of linear TV with the precision of digital, allowing dealerships to purchase ads per impression instead of paying for bulk inventory.

An audience-first strategy in programmatic advertising eliminates the guesswork of handpicking specific streaming inventory, allowing advertisers to reach their target audiences across a fragmented landscape of over 35,000 apps—maximizing their campaign's effectiveness by focusing on data-driven insights, not inventory selection.

CTV fragmentation is growing, creating both opportunities and challenges for marketers. An audience-first strategy and private inventory contracts are key to navigating this landscape.

Rising streaming subscription fees are pushing viewers to ad-supported tiers, creating more inventory for advertisers. With more households turning to AVOD and FAST platforms, advertisers can now reach a growing, targeted audience.

CTV ad inventory is more complex than many advertisers realize, with direct deals representing only a small fraction of the available space. To fully access a platform's inventory, advertisers must navigate a web of operating systems, digital media players, and carriage deals between apps, TV manufacturers, and networks.

Brett Hall of EMG emphasizes that measuring market share is key to evaluating streaming campaign success. Focus on performance lift, not just reach, to understand real-world impact and optimize marketing strategies.

Jeff Clark of Dealer Alchemist highlights the importance of expertise in streaming advertising, noting that dealerships partnering with experienced platforms see significant improvements in visitation and performance.

Kyle Benn of Magnite and Brian Singleton of EMG discuss the growing issue of app spoofing, emphasizing the need for transparency and careful monitoring of suspicious metrics to protect against manipulated inventory.

Joel Klatt, Fox Sports Analyst, discusses the shift from linear TV to streaming for scripted content and how advertisers must adjust to reach today's viewers effectively.

Joe Kyriakoza and Tom Libby from S&P Global Mobility highlight how rising inventory levels are driving a recovery in brand loyalty, with projections for it to surpass pre-COVID levels.

Natalie Kansteiner from The Trade Desk and Adam Lobelson from S&P Global Mobility highlight the role of identity graphing in privacy-compliant targeting across devices, using technologies like Household Graphs and UID 2.0.

Brian Singleton of EMG predicts that within the next decade, streaming will consolidate into a few dominant players driven by innovation and industry shifts.

Visibility gaps in streaming ads make tracking conversions challenging, but using display ads and the Household Graph helps link touchpoints to both online and offline actions, providing full attribution insights for optimization.

Each consumer cohort — pre-market, in-market, economy, luxury — responds optimally to a certain style of automotive creative. To maximize engagement with each consumer segment, it’s necessary to tailor automotive creative to align precisely with their unique behaviors and needs throughout their customer journey. By placing specialized creative in front of each distinct audience segment, […]

Connected TV and streaming audio are powerful but hard to track. The household graph solves this by linking ad exposures on unclickable devices to real-world actions, enabling accurate targeting and attribution.

Connected TV ad spend surged 39.5% in 2023 as more viewers shifted to ad-supported streaming and away from cable. In 2024, CTV is expected to widen its lead, driven by cord-cutting, rising subscription costs, and advertiser demand for smarter targeting and better performance.

With 56% of U.S. households watching their television content exclusively on Connected TV (CTV) and 75% of households listening to their audio digitally, advertising on streaming audio and CTV are necessary to reach Americans where they watch — and EMG can help. Streaming advertising enables dealerships to connect with a huge pool of viewers through […]

Why overpay for Sunday Football ads when you can reach the same viewers on other streaming apps for half the cost? Programmatic targeting puts your message in front of real in-market shoppers—no guesswork, no premium price tag.

Pre-market audiences are the most overlooked yet most influenceable group in automotive advertising—often ready to buy before they even realize it. Reaching them early creates brand preference before competitors even show up.

Connected TV (CTV) has overtaken traditional cable TV as the dominant viewing platform, with more Americans cutting the cord in favor of affordable, on-demand streaming. This shift presents a massive opportunity for advertisers to leverage CTV's precise targeting and expansive reach, revolutionizing how campaigns are executed.

EMG’s audience curation uses data from millions of walk-ins to identify the top 0.2% of auto-intending consumers, segmenting the customer journey into Pre-Market, In-Market, and Conquest cohorts for highly targeted, high-conversion marketing.

Millennials are the largest generation of car buyers in the U.S. and the biggest streaming generation, making them a prime audience for dealerships to target through Connected TV and streaming audio.

CTV offers car dealerships enhanced targeting, access to premium inventory, and optimized budgets, making it a powerful tool to reach predictive car buyers and drive measurable results.

Automotive marketers often focus on metrics like CPM and impressions when determining value, but measuring and optimizing from true lift metrics offers a clearer view of campaign effectiveness and ROI.

CTV refers to a device used to stream internet content, while OTT is the method of delivering that content. CTV advertising is more effective than OTT advertising due to the immersive, distraction-free experience it provides for viewers.

Programmatic advertising uses data to target specific audiences across streaming platforms on Connected TVs, offering a more efficient and precise alternative to traditional endemic advertising.

Programmatic advertising requires constant optimization of audience segments. Many audience segments are outdated or inaccurate, and without careful curation, campaigns will underperform.

Programmatic advertising automates ad buying and reaches unique consumers directly, making it the most efficient, targeted, and cost-effective advertising technique used today.

Streaming audio advertising reaches listeners during their daily routines, offering a personalized and distraction-free experience. It capitalizes on the growing popularity of platforms like Spotify and Pandora, providing a unique opportunity for marketers to engage audiences with tailored messages.

The EMG Dealership Proposal Tool offers precise, data-driven recommendations, allowing dealerships and marketers to instantly generate and download personalized streaming proposals for any dealership in the country. This trained model utilizes comprehensive vehicle sales data, regional insights, and regression analysis to craft an optimal performance recommendation for each dealership. With the tool, dealerships gain access […]

Connected TV (CTV) advertising delivers targeted, non-skippable video ads to viewers through internet-connected TV devices, combining the broad reach of traditional TV with the precision and measurement capabilities of digital advertising.