The Challenge
Many dealerships think about OEM marketing programs primarily in terms of co-op reimbursement. Lower marketing costs matter, but focusing only on reimbursement overlooks the larger strategic advantage these programs provide.
Solution
Certified OEM vendors like Stream Companies gain access to proprietary audience insights that identify real brand shoppers as they move through the purchase funnel. When those insights are combined with modern marketing technology, dealerships can reach higher-intent buyers earlier in their journey, influence vehicle consideration, and drive measurable sales outcomes.
The impact becomes clear when campaign performance is examined.
The Advantage of OEM Audience Data
OEM programs collect large volumes of first-party shopper data through brand websites, national advertising campaigns, and vehicle research tools. This activity produces a detailed view of consumer intent that most independent data sources cannot replicate.
Certified partners like Stream Companies can activate these audiences to reach verified shoppers who have already engaged with a brand or specific vehicle category. Instead of targeting broad automotive segments, dealers can focus their media investment on consumers who are far more likely to convert.
OEM programs also provide valuable optimization insights for dealer campaigns. National campaigns generate significant search data, revealing queries that consistently fail to convert into meaningful vehicle shopping activity. Partners like Stream Companies can apply this intelligence through refined negative keyword strategies, helping dealers reduce wasted spend and lower overall conversion costs.
Targeting Known Shoppers Across Regional Markets
In one recent regional pilot campaign, a national OEM partnered with participating dealers and Stream Companies to promote a limited-time vehicle offer across several major markets. Rather than casting a wide net, the campaign focused on households that had previously engaged with OEM shopping channels.
The results were significant:
- 117 million impressions delivered across connected TV, online video, and display
- More than 2 million households reached across seven markets
- One-third of vehicle sales in participating markets matched back to targeted households
Dealers who participated experienced significantly stronger performance compared with non-participating dealers. Sales matched to targeted households increased by 240 percent.
Audience-Driven Programs Deliver Stronger Dealer Results
Across multiple OEM programs that partner with Stream Companies, campaigns that activate first-party audience data consistently outperform broader targeting strategies.
In one national program analysis:
96%
96 percent of participating dealers activated OEM audience targeting
12%
Total leads increased 12 percent month over month
17%
Quality leads increased 17 percent
24%
Matched sales associated with OEM audiences increased 24 percent
28%
Participating dealers generated 28 percent more matched sales per dealer than the overall program average
These results highlight the direct relationship between high-quality audience targeting and dealership outcomes.
When Audience Data Meets Marketing Technology
Audience intelligence alone does not guarantee results. Dealers still need marketing platforms capable of activating those audiences across channels and optimizing campaigns in real time.
This is where partners like Stream Companies play a critical role. By combining OEM audience insights with advanced campaign technology, Stream Companies helps dealerships reach verified shoppers across search, streaming media, video, and display while continuously refining performance based on real shopper behavior.
How Dealers Can Get More Value From OEM Marketing Programs
Automotive consumers now complete the majority of their research online before ever contacting a dealership. Reaching those shoppers during the research phase is critical.
Certified OEM partners like Stream Companies help dealers combine exclusive audience insights with sophisticated campaign execution. The result is more relevant advertising, more efficient media spend, and stronger measurable outcomes for dealerships.
For dealers evaluating marketing partners, the conversation should extend beyond co-op reimbursement eligibility. The real advantage comes from partners like Stream Companies, who can activate OEM shopper intelligence and translate that data into real dealership performance.
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