Colorado Buick GMC dealership saw +50.2% market share lift 90 days after adding digital audio to its CTV campaign with EMG.

A strong CTV campaign missing its audio counterpart.

Based along Colorado’s Front Range, the Buick GMC dealership was running a connected TV campaign with EMG, with support from its ad agency. The campaign was already well structured, with a healthy budget and its audiences and geotargeting closely aligned to its local buyers and sales area.

Maven Analytics, EMG’s reporting and analytics platform, identified an opportunity to increase its share of its local market. The campaign was exclusively running across CTV, with no digital audio to carry the dealership’s message beyond the TV screen. Maven’s modeling showed that adding digital audio, accompanied by a modest budget increase, could maximize its market share growth possible with streaming.

Adding digital audio and investing at the optimal level.

Maven’s modeling, built on the dealership’s market performance and 90M+ historical conversions from EMG dealer campaigns, pointed to two final adjustments and projected the share gain each would bring.

The dealership raised its budget to Maven’s optimal level and put the added investment into digital audio, extending targeting across Spotify, Pandora, and more. Audio went from none of the mix to more than a quarter, pairing the reach of CTV with ads that follow buyers through commutes, workouts, and other screen-free moments. Together, the optimizations lifted the campaign’s health score from 63 to 94.

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

A 50.2% lift in local market share in 90 days.

Ninety days after adding digital audio, the dealership saw a 50.2% lift in local market share over neighboring Buick GMC dealers and climbed from 13th to 8th in new car sales within its DMA.

Six months after the changes, the dealership held a 23.8% lift over neighboring Buick GMC dealers.

With its campaign now running at near-peak health, the dealership continues to use Maven to keep its media mix and investment aligned as its market evolves.

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