Central Valley Toyota dealership saw +57.6% market share lift by optimizing its streaming campaign with Maven.

A top-selling store with an under-leveraged streaming campaign.

Located in California’s Central Valley, the Toyota dealership was already one of the top-selling stores in its DMA, running connected TV and digital audio campaigns with EMG with support from its ad agency. However, its campaign setup left meaningful room to strengthen that position.

Maven Analytics, EMG’s reporting and analytics platform, identified three growth opportunities. The monthly budget sat well below the level Maven recommended to compete in the market. Nearly all impressions were aimed at in-market shoppers, missing pre-market buyers who are predicted to enter the market soon and most open to influence. And digital audio made up only 4% of the media mix, underusing a channel that complements CTV by reaching buyers in screen-free moments of their day.

Acting on Maven’s budget, audience and media recommendations.

Drawing on the dealership’s market performance and 90M+ historical conversions from EMG dealer campaigns, Maven recommended three changes and projected the market share each would deliver.

The dealership tripled its monthly budget, moving substantially closer to Maven’s recommended level, and reshaped who its ads reached and how. Pre-market buyers, who had been missing from the campaign entirely, became the majority of its audience. That put the dealership in front of local shoppers whose life changes, like a recent move or a new job, signaled a vehicle purchase ahead, and before competitors knew to reach them. Digital audio jumped to a quarter of the mix, carrying the dealership’s message into commutes and other screen-free moments CTV can’t reach.

To measure the impact, Maven tracked the dealership’s share of all new car sales in its local market using vehicle registration data, then compared that growth against neighboring Toyota dealers.

A 57.6% lift in local market share in 90 days.

Ninety days after the changes, the dealership achieved a 57.6% lift in local market share over neighboring Toyota competitors. Over the same period, monthly attributed walk-ins nearly tripled, from 56 to 152.

The advantage lasted. A year after the changes, the dealership’s lift over neighboring Toyota competitors had reached 70.8%. Sustaining these optimizations, the dealership has now grown its lift to 160.4% and holds the #1 spot in new car sales in its DMA.

The dealership continues to partner with EMG, relying on Maven to defend its top position and flag new opportunities as its market shifts.

Lift = % change in the dealer’s local market share minus % change in its benchmark’s share. Source: Experian registration data via Maven.