Highlights from the Customer Spotlight at SAS 2024

Although streaming is the most popular TV medium today, some dealerships are still hesitant to adopt it as an advertising channel. This is typically due to streaming being a relatively new and unfamiliar channel, or because dealerships have previously tried streaming campaigns using one of many over-the-counter solutions that fail to fully utilize data and ad technology, leading to suboptimal results.

Traditional TV and radio advertising is simpler: choose a program, time slot, and designated market area (DMA), and any advertiser can buy a uniform ad spot. Streaming, however, requires more technical expertise, making it easier to underperform if executed with insufficient knowledge. The expertise of your streaming advertising partner is crucial for success.

On the bright side, streaming advertising offers significant potential, allowing dealerships to target auto-intending households in their market on an engaging screen and track whether these consumers visit the dealership’s website or showroom. If executed correctly, streaming marketing dollars are hyper-efficient compared to traditional methods.

Jeff Clark, President and Partner of Dealer Alchemist, stresses the importance of a strategic and diligent streaming advertising approach. He emphasizes that expertise in the streaming ecosystem is essential for driving tangible results. Dealerships that partner with less experienced platforms often experience no impact from their over-the-top (OTT), CTV, and streaming audio campaigns.

Since partnering with EMG, Dealer Alchemist has demonstrated the value of streaming as a performance marketing channel, significantly boosting client visitation and performance. Leveraging EMG’s planning, audience, inventory, and attribution models, dealerships can advertise to auto-intenders in their market on whichever streaming app they are consuming, outperforming the industry average by 10x.

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