How Maven Strategy builds a streaming advertising campaign plan

Maven Strategy generates streaming advertising campaign plans by analyzing dealership sales data, local market conditions, audience opportunity, and historical campaign performance.

The process includes three primary steps:

1. Defining the dealership’s Local Market Area (LMA)
2. Evaluating the dealership’s market opportunity
3. Generating campaign recommendations for targeting, budget, audiences, channels, and projected outcomes

• Maven Strategy begins by identifying each dealership’s Local Market Area (LMA) using vehicle registration data.
• Campaign plans incorporate dealership sales data, market conditions, audience insights, and historical campaign performance.
• Recommendations are generated across targeting, budget, audiences, channels, inventory, reach, frequency, and projected market share growth.
• Budget scenarios can be adjusted to understand how different investment levels impact projected campaign outcomes.

Every campaign plan begins by identifying the dealership’s Local Market Area (LMA)—the geographic area where the dealership generates the majority of its new vehicle sales and has the greatest expected ROAS.

Maven uses rolling six-month vehicle registration data from Experian to analyze where dealership customers are purchasing vehicles.

To improve accuracy, the model refines the dataset by:

• Removing zip codes averaging fewer than one sale per month
• Excluding used vehicle, fleet, and auction transactions
• Removing outlying zip codes located more than 50 miles from the dealership

The remaining territory is narrowed to the zip codes representing approximately 80% of the dealership’s new vehicle sales, creating an advertising footprint focused on the areas with the highest opportunity for return.

Once the LMA is defined, Maven calculates:

• Dealership market share within the LMA
• Brand market share within the DMA

These benchmarks provide the market context used throughout the campaign plan.

After defining the dealership’s core market, Maven evaluates the opportunity within that area.

Maven analyzes multiple data sources to understand the dealership’s audience opportunity and competitive environment, including:

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

These inputs help determine the available audience, competitive landscape, and potential opportunity within the dealership’s market.

Using the dealership’s market data and EMG’s modeled strategy framework, Maven generates a recommended streaming advertising campaign plan.

Maven Strategy incorporates insights from more than 90 million historical dealership outcomes, including attributed website visits, dealership walk-ins, and vehicle sales from previous streaming campaigns.

Each campaign plan includes recommendations for:

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 uses dealership sales data, market intelligence, audience insights, and historical campaign performance models to generate a streaming advertising campaign plan.

By evaluating each dealership’s local market and competitive environment, Maven helps agencies build streaming campaigns that are designed to maximize market share growth.