Why auto marketers can’t ignore multiscreen TV strategies

In recent years — fluctuations in supply and demand have forced auto marketers to quickly adapt their advertising strategies. 

And although audiences are spending considerable time with streaming — relying solely on these platforms to reach potential customers during their car-buying journey often isn’t enough.

Here are three reasons why top auto marketers are still investing in a multiscreen TV strategy:

Between the lines: While it’s widely known that programming like news and sports drive much of this live viewership – bringing in engaged viewers in real-time – there are other opportunities for auto marketers to reach buyers via traditional TV:

• The latest analysis of Comcast internal data found that households still spend over six hours every day with traditional TV, and 90% of that viewing time is live.

• Further research found that unaided recall of video ad exposure on TV was twice as high as video ad recall on mobile devices, likely due to the big screen, engaging viewer experience it offers. 

• This higher recall also translated into higher purchase intent: TV delivered purchase intent almost 1.5x greater than mobile video.

• According to Comscore, only 13.1% of TV ad time was viewed on streaming platforms in Q2 2024. Quite a different figure than what headlines leave advertisers to believe. 

• And with only so much inventory that is available for ad placements, advertisers risk overserving viewers with the same message which can cause more harm than good. 

• MAGNA found that 87% of viewers say they see too much of the same ad in streaming which led to a 16% decline in intent to purchase the brand.

Thought bubble: A key aspect of the auto marketing industry is the role that building lifetime value plays in the success of local and regional auto dealers. While most auto marketers are focused on lower-funnel tactics like reaching in-market buyers to drive a car purchase, they are missing the chance to build deeper customer connections.

Big picture: In doing this — auto marketers are missing the opportunity to reach audiences on a local or regional level like through local news, and that outreach is what can encourage returning to a local dealership for future purchases and services. Relying on streaming alone to reach audiences throughout the marketing-funnel will hamper the ability to effectively reach buyers when they are watching premium video.  

Zooming out: Addressable TV advertising offers the ability to reach consumers where they are in their buying journey, whether consideration stage or in-market. Meaning – auto marketers can deliver relevant messages to engage the right consumers throughout the purchase funnel to hopefully drive conversion.  

By the numbers: This also allows marketers to build lifetime value by developing deeper, lasting relationships with consumers that could lead to repeat business or revenue across a dealership’s profit centers. 

• In fact, an analysis across Effectv campaigns found that consumers exposed to an ad via addressable were 3x more likely to purchase. 

• Additionally, one auto marketer saw a +20% higher website conversion rate from addressable exposures in their National Sales Event month.

Why it matters: For auto marketers, every phase of the car buying journey is important to developing a relationship with consumers. While viewership has fragmented across screens and platforms, it’s essential that auto marketers do not rely on any one form of TV if they want to reach consumers in the most effective way. 

Bottom line: Streaming and traditional TV should both be on the media planning and serve as part of a holistic multiscreen strategy to reach in-market car buyers wherever they are in their buying journey.

To learn more about how to reach in-market car buyers, visit here.

Become an automotive insider in just 5 minutes.

Get the weekly email that delivers transparent insights into the car market.

Join 90,000 others now, it's free:

The way people buy cars is evolving, which makes it more important to reach consumers in a meaningful way. Using data insights, Effectv connects you with the right customers at the right place and time. 

Identify your audience by segment, income levels, geographies, etc., then deliver your ad across traditional TV, streaming, and video on demand.

Effectv offers a full suite of multiscreen TV solutions that puts you in front of your customer—whether they’re browsing for their next car or ready to make a purchase.