Why It’s Time Your Dealership Shifted Ad Spend to CTV/OTT

In a world where streaming has officially overtaken cable and broadcast TV, dealerships that are still relying heavily on traditional TV ads risk falling behind. According to Nielsen, streaming services accounted for a record 40.3% of total TV usage in the U.S., surpassing cable and broadcast for the first time—and the trend is only accelerating.

If your dealership hasn’t explored Connected TV (CTV) or Over-the-Top (OTT) advertising, now is the time.

What Is CTV/OTT Advertising?

Wondering what CTV/OTT advertising is? CTV refers to internet-connected televisions where users stream content—think Roku, Amazon Fire TV, or Smart TVs. OTT is the broader category that includes all content delivered via streaming platforms, like Hulu, YouTube TV, Peacock, and more.

These platforms allow advertisers to serve commercial-style video ads to targeted audiences—just like traditional TV, but with digital precision.

Why It Matters for Car Dealerships

Unlike broadcast TV, CTV/OTT campaigns let you:

• 🎯 Target in-market shoppers based on behavior, intent, and geography.
• 📍 Geo-fence your delivery to stay within your PMA or zip code range.
• 📊 Track campaign results—view-through rates, ad completion, and showroom visits.
• 📺 Access premium, non-skippable inventory, giving you more impactful impressions.

Plus, with more households cutting the cord every day, traditional TV is no longer the go-to medium for many consumers—especially millennials and Gen Z buyers.

Getting Started with Streaming Ads

Transitioning to CTV/OTT doesn’t mean overhauling your entire media plan overnight. Start by:

• Shifting 10–20% of your traditional TV budget into CTV/OTT.
• Testing creative formats like 15 or 30-second vehicle highlight videos.
• Tracking performance across impressions, completion rate, and foot traffic attribution.

Streaming platforms also support cross-device retargeting, meaning someone who sees your ad on Roku can later see your inventory ad on mobile or desktop.

A Blended Strategy Works Best

CTV isn’t meant to replace traditional advertising—it’s meant to enhance it. When used alongside your paid social, search, and display efforts, streaming video can increase overall brand visibility and recall, driving shoppers further down the funnel.

How Automotive Internet Media Can Help

At Automotive Internet Media, we help dealerships tap into the power of video streaming with:

• Access to exclusive OTT inventory on major platforms.
• Targeting backed by real-time shopper intent data.
• Campaign setup, execution, and optimization all handled by our expert team.

Whether you’re looking to promote a sales event or elevate your brand image in-market, we’ll build a CTV strategy tailored to your dealership’s goals. 

Final Thoughts

The advertising landscape is evolving fast—and so are your customers. Streaming isn’t the future; it’s the present. Dealerships that adapt their strategies now will be better positioned to drive qualified leads, grow their brand, and ultimately sell more cars.

Ready to bring your dealership into the streaming era?
Contact Automotive Internet Media today to learn how we can launch your next CTV campaign.