Art Pier
VP, Media StrategyC-4 AnalyticsArt Pier is Vice President of Media Strategy at C-4 Analytics, where he leads the agency’s approach to full-funnel media strategy, emerging platforms and the continued evolution of video and Connected TV for automotive retailers.
With more than 16 years of experience across sales, marketing and digital advertising, Art focuses on helping dealers move beyond channel-first media planning and toward strategies built around real business objectives. His work connects audience, geography, inventory, media and measurement to answer a more important question: Is the marketing actually helping the dealership sell more cars and grow market share?
At C-4 Analytics, Art has helped drive the expansion of the agency’s CTV and digital video capabilities while developing strategies across platforms including Amazon, TikTok, YouTube, live sports and other emerging media. He works closely with dealers, OEMs and leading media and technology partners to translate new advertising opportunities into practical strategies dealerships can actually execute and measure.
A frequent industry speaker, Art has appeared at NADA and other automotive events discussing full-funnel strategy, CTV, live sports, TikTok, measurement and the changing automotive consumer journey.
His philosophy is simple: stop buying channels and start solving business problems.
Stop Chasing the Click: How Modern Car Buyers Actually Make Decisions
Today’s car buyer rarely follows a straight line from ad to lead to sale. Discovery, social content, search, streaming video, reviews, dealer websites
…Today’s car buyer rarely follows a straight line from ad to lead to sale. Discovery, social content, search, streaming video, reviews, dealer websites and real-world experiences all influence the decision—often long before a shopper ever submits a le
…Today’s car buyer rarely follows a straight line from ad to lead to sale. Discovery, social content, search, streaming video, reviews, dealer websites and real-world experiences all influence the decision—often long before a shopper ever submits a lead.
This session will explore how the automotive buying journey is changing and what that means for dealership media strategy. Attendees will learn how to distinguish demand generation from demand cap
…Today’s car buyer rarely follows a straight line from ad to lead to sale. Discovery, social content, search, streaming video, reviews, dealer websites and real-world experiences all influence the decision—often long before a shopper ever submits a lead.
This session will explore how the automotive buying journey is changing and what that means for dealership media strategy. Attendees will learn how to distinguish demand generation from demand capture, align media to the way consumers actually shop, and move beyond last-click measurement toward a broader view of marketing contribution, consumer intent and business outcomes.
Key Takeaways:
- Know whether you need to create demand or capture demand
- Plan media around how customers actually make decisions—not around channel silos
- Measure contribution with multiple business signals, not just clicks, leads and last-touch attribution
