Houston Hyundai Auto Group is made up of three car dealerships—North Freeway Hyundai, Baytown Hyundai and Humble Hyundai. With multiple locations to market, Digital Strategist John Watts needed to generate new business and drive quality traffic to the dealerships’ websites. He had experimented with Connected TV (CTV) advertising before and liked that it allowed them to reach potential customers across various streaming networks. However, he found it difficult to measure campaign success. As a one-person show, Watts wanted a platform that would produce meaningful results while ensuring efficient use of his time. MNTN Performance TV offered Watts a powerful CTV ad solution with superior ease of use. And, Performance TV produced an unexpected benefit—it helped to strengthen the auto group’s other marketing efforts.
Houston Hyundai Auto Group Drives Business and Quality Web Traffic With MNTN
When I was first looking for an ad solution, I was focused solely on something that would offer us a high level of awareness. But once I started working with MNTN, I realized that there was much more that could be done with CTV advertising. Performance TV not only produced meaningful business for the Houston Hyundai Auto Group, it also provided accurate and measurable results—allowing me to truly understand the impact of our CTV campaigns.
John Watts
Digital Strategist, Houston Hyundai Auto Group
81%
month-over-month improvement in cost per acquisition (CPA)
24%
increase in average raw conversions
15%
month-over-month improvement in cost per visit (CPV)
11%
increase in average site visits
Objective
Grow Business and Drive Quality Website Traffic
Watts was eager to leverage CTV to grow the auto group’s business. And while driving a high volume of consumers to the dealership websites was a key part of this, the quality of this traffic was of utmost importance to him.
“I wanted to ensure that if someone visited one of our websites, they had a high likelihood of engaging,” Watts said. “Cost per visit is an important metric to track, but we were okay with that number fluctuating a bit if it meant that the site visitors were towards the middle or bottom of the sales funnel. If a consumer takes some kind of action on our site, I can measure that and then use that knowledge to make informed campaign decisions.”
He was also looking for an advertising solution that was both comprehensive and flexible. With other CTV ad platforms Watts had found that the offered networks weren’t top quality, reporting was inconsistent and that the types of ads he could run were limited. Performance TV proved to be the well-rounded CTV advertising solution that the Houston Hyundai Auto Group needed.
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