Georgia Acura dealership saw +69.7% market share lift by aligning its streaming footprint with Maven.

Streaming spend spread too thin across a multi-county market.

The Georgia Acura dealership was running connected TV and digital audio campaigns with EMG, working alongside its ad agency. The campaign’s budget, audiences and flight dates were well set, but its footprint covered the dealership’s entire multi-county region.

Maven Analytics, EMG’s reporting and analytics platform, revealed that most of the dealership’s vehicle sales came from a smaller set of ZIP codes around the store. That meant a significant share of its ad spend was reaching far-off households with little chance of buying, leaving less budget for its core sales market. Maven scored the campaign’s overall health at 54 out of 100 and identified geographic targeting as the biggest opportunity to pull ahead of nearby Acura competitors.

Refocusing spend on the dealership’s core sales area.

Using the dealership’s sales data, historical performance and current market conditions, Maven recommended narrowing the campaign to the ZIP codes driving the most sales and projected the market share the dealership stood to gain from the optimization.

The agency made the change without touching the budget. Spend that had been going to far-off households now reached the buyers closest to the store and most likely to purchase, and the campaign’s health score climbed from 54 to 87.

To measure the impact, Maven tracked the dealership’s local market share against nearby Acura competitors using vehicle registration data.

A 69.7% lift in local market share in 90 days.

Within 90 days of right-sizing the campaign’s geotargeting, the dealership achieved a 69.7% lift in local market share, while nearby Acura competitors’ share stayed flat over the same period.

The impact proved lasting. Eight months later, the dealership was still outpacing nearby Acura competitors by 35.3% and had climbed from 25th to 18th in new car sales within its DMA.

The dealership continues to work with EMG, using Maven to track performance, monitor competitor activity, and identify new opportunities to capture share.

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