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Industry 01 · Top Vertical

Automotive

For OEMs, tier-one brands, and dealer groups

CTV’s job is to influence shoppers before they choose a make, model, or dealership — then prove whether exposure moved them closer to the lot.

CORE CONVICTIONS.

Brand Signals

  • Aided and unaided brand awareness lift

  • Model consideration lift

  • Ad recall lift

  • Brand favorability lift among in-market shoppers

Intent Signals

  • Brand and model-specific search lift

  • Dealer-locator or “find a dealer” activity lift

  • Vehicle detail page engagement lift

  • Test-drive or lead-form engagement lift

Business Outcomes

  • Incremental dealership visit lift

  • Sales or registration matchback

  • Incremental qualified leads

  • Test-drive booking lift

Acquisition Efficiency

  • Cost per incremental dealership visit

  • Cost per VDP view

  • Cost per qualified lead

  • Cost per test-drive booking

  • Cost per matched sale or registration

The pressure you're under:

Linear TV is collapsing under your feet. OEMs lost 20.5% of national linear spend in Q1 2025 alone. Your dealer network is demanding more co-op accountability. Your supply chain is unpredictable — vehicles you advertised in March may be eight weeks away from the lot in April. And your CFO wants to know why a $40 broadcast CPM is reaching the wrong 70% of viewers.

Where CTV solves it:

Streaming is where in-market vehicle intenders now live — and the data infrastructure for automotive on CTV is more mature than for any other category. We integrate Polk and Experian Automotive data to target verified in-market shoppers by make, model, and lease expiration window. We pivot creative based on dealer lot inventory in real time, so you're never paying premium CPMs to advertise a vehicle that's eight weeks out of stock. And we tie every impression back to dealership traffic, configurator activity, and where data partners allow — VIN-level attribution.

The KPIs we'll be accountable to:

Cost per dealership visit

Cost per configurator complete

Cost per VDP view

Branded search lift in target DMAs

Incremental lift over a geo-controlled holdout

Built for the OEM CMO whose dealer network is asking harder questions every quarter — and whose linear TV plan stopped answering them three years ago.