Kansas City Volkswagen dealership saw +56.6% market share growth with streaming ads powered by Maven.

Outgrowing regional Volkswagen competitors in a crowded local market.

Kansas City Volkswagen was operating in a competitive market, with several regional Volkswagen dealerships vying for the same buyers. After a flat first half of the year, search and social advertising were delivering steady results but weren’t driving additional market share growth. The dealership needed a highly-visibility channel that could tell its story—highlighting vehicle innovation and competitive offers—while remaining highly targeted, measurable, and efficient, ensuring marketing spend reached the right buyers.

Streaming advertising campaign focused on market share growth with Maven.

Through its marketing agency, the Kansas City Volkswagen dealer partnered with EMG to launch a Connected TV and Digital Audio advertising campaign, taking advantage of the broad reach and engagement offered by streaming channels. To plan the campaign strategy, track results, and monitor market and competitor activity, the dealership turned to Maven, EMG’s streaming analytics platform.

Maven’s Strategy Engine evaluated the dealership’s footprint by combining internal sales data, historical performance, and current market conditions with the platform’s 75M+ attribution modeling. This analysis identified the most influenceable zip codes, high-value audiences, and optimal investment levels—creating a streaming strategy designed to take market share from competitors.

Following Maven’s recommendations, the dealership ran targeted campaigns to pre- and in-market economy car buyers within its core sales area. Ads appeared across 200+ premium CTV and digital audio apps at recommended budgets and frequency to maximize reach and impact. Throughout the campaign, Maven’s Insight Dashboard provided real-time performance tracking, optimization opportunities, and allowed the dealership to monitor nearby Volkswagen dealerships’ market share, sales trends, inventory, and pricing.

A 56.6% lift in local market share in 90 days.

In just three months, the Kansas City Volkswagen dealership grew its local market share by 74%, while Volkswagen as a brand grew 17% regionally. This outperformance over neighboring dealerships translated to a 56.6% increase in local market share. The average dealership using Maven sees a 21.8% market share increase.

The campaign reached 62,000 monthly car buyers, drove an average of 95 attributed store visits per month, and helped the dealership break into the top 40 in new car sales in the Kansas City DMA.

The dealership continues to work with EMG to maintain its market share advantage, using Maven to track performance, identify optimization opportunities, and monitor competitor activity.