Panama City Toyota Became the #1 Visited Dealership in their Market within 90 days of Implementing EMG’s Recommendations and Automotive Streaming Solution

Optimize Existing CTV Advertising

An EMG agency partner gained Panama City Toyota as a new dealership under management. The store changed firms because their market share had been suffering and wanted to get a fresh approach from a new partner. Panama City Toyota had been using CTV ads with the previous marketing firm and wasn’t sure about the medium as a mechanism to drive growth. Our agency partner approached us for our recommendations on how to make the store’s CTV advertising more productive.

Adopt EMG’s Optimal Streaming Recommendations

After analyzing Panama City’s previous streaming efforts, EMG identified three areas that the store could improve their efforts in the space:

1. Modify geotargeting
2. Add Audio as a channel
3. Establish an appropriate monthly budget

According to EMG’s proprietary streaming proposal tool, the dealership should target a 13-mile radius around the store to achieve maximum performance in streaming. Prior to working with EMG, the dealership was running a much larger footprint, which diluted the advertising effort because more households were being reached with a suboptimal frequency. Per EMG’s recommendation, the dealership adjusted their geotargeting to reflect their market.

Panama City Toyota was previously only running CTV, underutilizing the full streaming ecosystem, namely Audio. With our encouragement, the store added the channel to the mix, targeting the same in-market audience as CTV, to create a true omnichannel streaming campaign. By adding Streaming Audio, Panama City Toyota was able to reach more households, specifically those who hadn’t adopted CTV.

Finally, the campaign’s budget needed to be correctly sized to account for the new geotargeting strategy and the addition of Streaming Audio as a channel. By leveraging millions of data points from thousands of managed campaigns, EMG prescribed an exact budget to maximize the results of the campaign, measured principally by dealership walk-ins. After a few months of positive momentum, the dealership increased their budget by 215% to reflect our recommendation.

Dominate Market Share

After 90 days of incorporating all recommendations, powered by EMG, Panama City Toyota became the #1 store in their market measured by foot traffic. The campaign reached over eleven thousand (11k) households each month, with nearly 1 in 4 households walking into a dealership.