Featured Client
This dealership used Stream’s Integrated Marketing Cloud to build a household-based audience and activate it across video channels, leading to measurable gains in Q4.
The Challenge
An automotive dealer servicing the Tampa, FL, market faced a unique challenge in Q4. While many auto dealers were cutting advertising spend due to the macroeconomic climate, this dealership aimed to gain market share by leaning deeper into data-driven media. The dealership sought to drive efficiencies and prove the scalability of a first-party addressable TV targeting solution at the hyperlocal level.
Solution
Stream’s platform enabled them to target specific zip codes with addressable TV ads using a privacy-safe data match. The campaign delivered a 20% increase in sales and a 9% boost in service appointments.
Goal
The primary goal was to leverage first-party data to create a customized media strategy that would result in increased sales and service transactions. The dealership aimed to:
- Build a large household-based, first-party audience without relying on cookies or Device IDs.
- Seamlessly integrate this audience with the TV ecosystem for targeted advertising.
- Measure success against business outcomes, specifically revenue generated from vehicles sold and service appointments scheduled.
Tactics
The automotive dealership utilized Stream’s Integrated Marketing Cloud to build a first-party audience, which served as the basis for their media strategy. In collaboration with Blockgraph, this data was integrated with Spectrum Reach and used to develop customized media plans for both Linear and Streaming TV. Targeting was finetuned to specific cable zones and zip codes, and success was gauged by KPIs focused on revenue from vehicle sales and service appointments.
Results
By utilizing Stream’s Integrated Marketing Cloud, the dealership achieved remarkable results:
20% Increase in Sales
With the same monthly spend and media mix as Q3, the dealership saw a 20% increase in aggregated sales transactions after the 3-month Q4 flight.
9% Increase in Service Transactions
The dealership also experienced a 9% increase in aggregated service transactions.
Hyperlocal Scalability
The campaign proved that it’s possible to scale first-party data for use in video at the hyperlocal zip code level.
High Match Rates and Audience Fidelity
The partnership enabled first-party audiences to be securely matched to Spectrum Reach households in a privacy-safe way, maximizing match rates and audience fidelity.
Fuel Growth with First-Party Data & Hyperlocal Targeting
This Tampa-based dealership increased sales by 20%—without raising ad spend—by tapping into Stream Companies’ Integrated Marketing Cloud and addressable video strategy. If you’re ready to scale smarter and drive real results, we’re ready to help.
Let’s Take Your Market Share to the Next Level.
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