Getting started in Maven Strategy: building a streaming advertising plan

Maven Strategy is a self-service media planning tool within Maven that generates a streaming advertising plan for any U.S. franchise dealership.

It analyzes dealership sales data, market conditions, audience opportunity, and historical campaign performance to recommend geographic targeting, budget, audiences, channels, projected reach, and projected market share.

• Maven Strategy generates a streaming advertising plan for any U.S. franchise dealership.
• Recommendations are based on each dealership’s sales data, market conditions, and historical campaign performance.
• Each strategy includes recommendations for targeting, budget, audiences, channels, inventory, reach, and projected market share.
• Strategies can be used to plan and present streaming advertising campaigns before launch.

Each strategy is organized into the key decisions needed to plan a streaming advertising campaign.

Geographic targeting

Defines the Local Market Area (LMA), which is the dealership’s core sales footprint and recommended advertising area, using the store’s DMV registration data.

Monthly budget

Provides a recommended monthly advertising budget with adjustable investment scenarios to compare projected reach, frequency, and market share.

Audience strategy

Recommends how campaign investment should be distributed across:

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

Maven also recommends the in-market audience segment that best aligns with the brand.

Channel mix

Recommends how budget should be allocated across:

• Connected TV
• Digital Audio
• Display reinforcement

Streaming inventory

Shows available streaming ad inventory across 200+ publishers and platforms.

Reach and frequency

Estimates projected household reach and recommended monthly frequency based on the selected investment level.

Market share projections

Forecasts projected market share based on the recommended campaign plan and investment level.

Maven Strategy generates recommendations by analyzing multiple data sources used throughout the planning process, including:

• Dealership DMV new vehicle registration data
• Regional OEM performance
• U.S. Census population data
• Streaming household penetration
• Automotive shopping intent penetration
• Learnings from EMG’s historical campaigns

For a detailed explanation of how a strategy is generated, see How Maven Strategy Builds a Streaming Advertising Campaign Plan.

Maven Strategy is designed for prospecting and media planning, so it is used before a campaign is presented and launched.

Generate a campaign plan to review the dealership’s market opportunity, recommended campaign setup, and projected outcomes. The completed plan can be shared directly with the dealership to support campaign conversations and planning.

Maven Strategy is used before campaign launch to build the recommended streaming advertising plan.

After launch, Maven Analytics reports campaign performance, dealership outcomes, market share, and optimization opportunities.

Together, the two applications support campaign planning before launch and campaign measurement and optimization after launch.