CTV Advertising to Reach More Car Shoppers

Maximize your advertising budget with the targeting capabilities of Connected TV.

Any TV that connects to the internet to stream content is a Connected TV (CTV), whether a Smart TV or connected to a device via HDMI or Displayport. You can reach 80% of US households with CTV ads, and that number is only expected to grow. CTV ads enable you to reach potential car shoppers when they are watching TV, without the enormous price tag of traditional, linear TV ads and with all the benefits of digital advertising. 

Where it can be difficult to measure the success of traditional TV ads, with CTV you can not only measure each ad’s success with view and click data, but target key audiences and repurpose this data for retargeting across your entire campaign. Here are a few ways to reach car shoppers in your market using CTV advertising.

Target the Audience You Want

Focus your advertising efforts on car shoppers who are known to be in-market by targeting key demographics, interests and intent, custom segments, and retargeting. Similar to YouTube targeting, CTV allows you to target audiences with first- and third-party intent data to ensure you’re only showing ads to potential customers who are known to be in-market. The upside to CTV advertising is that the cost is generally lower and the audience is much larger than traditional TV advertising? 

Audience Targeting with First-Party Data

First-party data can be leveraged from your CRM and email lists to create dynamic retargeting, custom audience segments, and lookalike audiences. This allows you to show ads to the people who have visited your website but haven’t been pushed to take the next step.

Example Audience Targets: Users that have visited your website to browse Jeep Renegade inventory at least once in the past 30 days, or previous buyers that have expiring leases coming up in the next 30-60 days

Audience Targeting with Third-Party Data

Third-party data allows you to focus on the intent and interests of your audience, as well as specific locations or places of business they may pass through. Using the in-platform targeting options, you can focus your campaign on people who have already taken the initiative to browse relevant sites online or options in person.

Example Audience Targets: Users that have visited an auto dealership for a domestic make (e.g.GM, Chrysler, Jeep, Dodge, Ford) at least once in the past 30 days, or users who have performed searches online for a Jeep Cherokee, or have been to relevant sites like jeep.com and motortrend.com in the past 30 days.

Know What’s Working

Track your return on investment with precise attribution data and advanced reporting. Standard KPI measurements, such as website performance, on-site performance, and footfall attribution for brick-and-mortar can provide a clear picture of an ad campaign’s success. But you can also layer in sales data to track not just lead generation, but the impact on your bottom line. Use the insights you gain to continue to optimize your CTV campaigns and generate as many high-quality, low-funnel leads as possible. 

The targeting and retargeting possibilities for your CTV ads are almost infinite, and the results speak for themselves. If you need help getting the ball rolling, request a free digital analysis to learn how Adpearance can work with your business to support sales and drive better results.