Combining connected TV (CTV) advertising with programmatic digital audio campaigns has delivered impressive results for dealerships according to a recent study by EMG in collaboration with SiriusXM Media. Dealerships leveraging this dual-platform approach saw an average 21.8 percent increase in local market share.
Auto dealerships are always seeking a competitive edge in their local markets and market share is often the best way to determine how successful marketing efforts actually are. The study looked at over 1,400 dealership streaming campaigns and their local market share movement. EMG’s Maven platform was then used to determine cross-platform effectiveness and how these campaigns impact real-world sales outcomes.
“With over eight years of data from thousands of dealership campaigns and millions of conversion points, EMG’s Maven platform provides the most comprehensive view of streaming effectiveness in retail automotive,” said Brian Singleton, CEO and Founder of EMG. “This study confirms that dealerships not integrating programmatic Digital Audio into their streaming mix are significantly missing out on market share potential.”
The Power of Cross-Platform Advertising
The findings show that dealerships exclusively focused on single-channel advertising, such as CTV alone, may be missing a critical opportunity. Pairing CTV with programmatic audio enables advertisers to maximize audience reach by targeting consumers across both screen-based and screen-free environments. While CTV dominates in-home settings, digital audio amplifies reach during mobile, on-the-go moments.
“Programmatic Digital Audio delivers incredibly engaged audiences during moments when visual media can’t,” said Juliette Ferrara, Automotive Head of Industry at SiriusXM Media. “We’ve seen firsthand how combining programmatic audio with CTV extends campaign reach and resonance, especially in screen-free environments like commutes or errands. Automotive advertisers are finding real value in meeting listeners where they are, and this study confirms it.”
By integrating podcasts and streaming audio platforms into their campaigns, advertisers reported a measurable lift in consumer engagement and sales conversions. Digital audio reaches 79 percent of Americans monthly, demonstrating significant, unduplicated reach compared to just CTV audiences. It’s also growing, with the audience up four percent year over year. The synergy between CTV and digital audio addresses gaps in consumer engagement, catching potential buyers during critical moments in their path to purchase.
Why Market Share Matters
Market share is a vital performance indicator in automotive, as it reflects how effectively a dealership converts advertising into actual sales. Unlike metrics such as impressions or click-through rates, market share directly shows whether campaigns are driving meaningful buyer action in a competitive, often zero-sum market. Consumer attention and interest are valuable results from advertising, but nothing is more important that advertising dollars turning into sales.
Among the 1,424 dealership campaigns analyzed, campaigns that included both CTV and programmatic digital audio outperformed those without audio in this crucial metric.
“Our dealership group has been working with EMG through Driven Media Group for over a year, and across all our stores and brands, we’ve seen steady, month-over-month growth in market share,” said Jack Delaney, Dealer Principal of Delaney Automotive Group. “In April alone, our dealerships averaged a 17% market share lift compared to our OEMs. At Delaney Chevrolet of Indiana, the results were even more dramatic, with a 60% increase in a single month.”
Related Stories:
