EMG’s Brett Hall on mastering streaming ads: Key trends and practical tips for dealerships.

In the rush to test out new ad platforms, many advertisers overlook the basic principles that drive successful campaigns. Streaming is no different.

Too often, dealerships jump headfirst into a new platform, throwing money at flashy innovations without first establishing a solid foundation. They get fixated on what’s new and exciting, interactive ads, immersive formats, while skipping over the fundamentals that actually move the needle.

A well-executed 30-second TV ad with the right media targeting can still be incredibly powerful. However, what really matters is how ads are bought and optimized.

Dealerships often ask: “How should I approach streaming ads?” The answer isn’t one-size-fits-all. It’s data-driven and specific to each store’s market, audience, and goals.

A successful streaming ad strategy starts with understanding your local market dynamics:

• Market size – How many households are in your area?
• Streaming penetration – What percentage of your audience regularly watches streaming content?
• In-market propensity – How many viewers are actively shopping for a vehicle?
• Media costs – What are the local advertising rates for streaming placements?
• Brand market share – How does your dealership compare to competitors in your region?

There’s a common mistake dealers make: investing in streaming ads arbitrarily, such as testing with a flat $3,000 budget without considering their market.

For some dealerships, $3,000 is too much based on their addressable market size. For most, $3,000 is severely underfunded and unlikely to move the needle. The correct investment depends on how many in-market households exist and how many you need to reach to drive sales. There’s no universal formula like “spend $30 a day and see what happens.”

At the end of the day, ROI in advertising is achieved by being very efficient with ad dollars. The more you understand the streaming ecosystem, the better you can optimize your strategy and drive real results.

1.  Choose the right advertising partner

Not all streaming platforms offer the same capabilities. Work with a partner that provides access to multiple streaming services and offers transparent reporting on where your ads are placed. This ensures you’re reaching the right audience, not just spending for the sake of exposure.

2.  Leverage targeting without cookies

Unlike traditional digital ads, streaming doesn’t rely on cookies for tracking. Instead, focus on audience segmentation using behavioral and contextual targeting. The key is ensuring your ads reach in-market car buyers based on real viewing habits, demographics, and purchase intent.

3.  Measure performance beyond clicks

Streaming ads don’t generate direct clicks like banner ads, so attribution requires a different approach. Measure ROI through:

• Brand lift studies to gauge awareness
• Foot traffic data to track showroom visits
• Post-ad engagement metrics such as website visits, search volume, and call inquiries

4.  Optimize for efficiency with programmatic buying

Maximize your ad spend by using data-driven programmatic buying. This approach ensures your ads are placed where they’ll have the most impact, reducing wasted impressions and increasing the likelihood of conversions.

When it comes to streaming, stick to 30-second ads. Unlike traditional digital advertising, streaming doesn’t offer a discount for shorter ads, so you might as well take full advantage of the same cost for twice the airtime.

Streaming follows the traditional TV model, where ads are placed in commercial breaks between streaming content. The standard ad lengths are 15 and 30 seconds, with rare exceptions for other durations.

Since these ads aren’t clickable, your creative approach should follow the same viewing experience of television. Mention your dealership multiple times and use a clear closing frame. Dedicate the last two to three seconds of your ad to a title card displaying your dealership name, logo, address, and website.

Streaming ads are a powerful opportunity for car dealerships to connect with potential buyers in an increasingly digital world. However, success requires a balance of innovation and fundamental advertising best practices.

By focusing on audience targeting, strategic ad placement, and data-driven decision-making, dealerships can maximize their ROI and establish a strong presence in the streaming ad space.