EMG audiences go through a complex curation process, cutting out 99.8% of all commercially available automotive audience segments. Our data analysts look for deviations from the par response rate of the population already buying a car (2.75%), ensuring they include only the top performing audience segments that drive, on average, 10x (30%) the national average conversion rate. To dive deeper into our audience curation process, follow the hyperlink.

EMG uses an audience-first approach for all streaming campaigns, also called programmatic advertising. Rather than targeting channel-wide inventories or large demographics endemically, we first identify pre or in-market individuals in a dealership's given market with first, second, and third-party data and follow them through their streaming activities via household level targeting. EMG conducts granular targeting on multiple dimensions, including vehicle segment, class, new/used status, and fuel type, filtering individual users into designated cohorts (pre-market, in-market), based on their stage in the customer journey. To read more on programmatic targeting capabilities, and EMG Audiences, click the hyperlinks.

EMG strongly recommends using all three market cohorts in a campaign's audience configuration. This will touch consumers at each point of the customer journey, strategically guiding them down the sales funnel. We've found the pre-market audiences to be the most performative audience groups, however they are often neglected from marketing campaigns. Click the hyperlinks to learn more about our EMG audience groups and the pre-market audience specifically.