Meet Maven Strategy: Build your streaming advertising plan

Maven Strategy is a campaign planning tool built to help automotive marketers create data-driven streaming advertising strategies for dealerships.

Instead of relying on broad targeting assumptions, Maven analyzes each dealership’s unique market, customer base, and growth opportunity to generate a customized plan.

Each strategy provides recommendations for:

• Geotargeting radius
• Budget
• Audience strategy
• Channel mix
• Available streaming inventory
• Expected reach and frequency
• Forecasted Market share growth

With Maven Strategy, marketers can easily build a streaming campaign plan designed to maximize the dealership’s market share growth in their local market.

1. Defines the dealership’s true market

Every dealership has a unique sales footprint. Maven begins by identifying the dealership’s Local Market Area (LMA) — the geographic area where the dealership generates the majority of its sales and has the greatest opportunity for growth.

Using rolling six-month vehicle registration data, Maven analyzes dealership sales patterns to understand where customers are coming from.

The model refines this data by removing areas that may not represent meaningful advertising opportunities, including:

• Low-volume zip codes
• Used vehicle, fleet, and auction transactions
• Outlying areas more than 50 miles from the dealership

The result is a focused advertising area built around the customers most likely to purchase from that dealership.

2. Identifies the market opportunity

Once the dealership’s market is defined, Maven evaluates the opportunity within that area.

The strategy combines multiple data sources to understand the size of the audience, competitive landscape, and potential for growth, including:

• Dealership sales performance
• Brand market performance
• U.S. Census population data
• Streaming household penetration
• Automotive shopping intent data

This helps identify where a dealership has an opportunity to strengthen its market position and reach more qualified shoppers.

3. Builds the streaming advertising strategy

Using Maven’s proprietary strategy framework and insights informed by over 90 million historical dealership outcomes, Maven transforms market insights into an actionable streaming plan.

Each strategy includes:

Geotargeting recommendations

A recommended advertising radius based on the dealership’s Local Market Area.

Budget guidance

Recommended monthly investment with adjustable scenarios to understand how budget impacts reach, frequency, and projected outcomes.

Audience recommendations

Recommended audience segments designed to reach shoppers across the vehicle buying journey, including:

• Pre-market shoppers
• In-market shoppers
• Conquest audiences

Channel mix

A recommended allocation across key streaming channels:

• Connected TV
• Digital Audio
• Display reinforcement

Inventory recommendations

Available streaming inventory opportunities across 200+ platforms and publishers.

Reach and frequency projections

Estimated household reach and recommended monthly exposure levels needed to effectively influence shoppers.

Market share projections

Forecasted market share lift based on the recommended investment level.

Maven Strategy is informed by more than 90 million historical dealership conversions, including EMG’s campaign-attributed walk-ins, website visits, and vehicle sales.

By analyzing what has historically driven dealership conversions and market share growth, Maven is able to create a optimized strategy framework proven to maximize results.

At full recommended investment levels, Maven Strategy models an average 21.8% market share gain in 90 days based on campaigns executed at full Campaign Health.

Maven Strategy helps marketers understand the opportunity behind streaming advertising for a dealership and create a campaign plan built around that dealership’s unique market that maximizes market share growth.

Generate your dealership strategy today →