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.
“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.”
Digital Strategist, Houston Hyundai Auto Group
month-over-month improvement in cost per acquisition (CPA)
increase in average raw conversions
month-over-month improvement in cost per visit (CPV)
increase in average site visits
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.
Having worked with CTV advertising before, Watts knew what he wanted out of the auto group’s initial Performance TV campaigns. MNTN’s self-serve software, with its automated optimizations, enabled Watts to efficiently kick off three concurrent campaigns—one for each dealership.
With new business top of mind, Watts launched Performance TV prospecting. A vital piece of these campaigns was precise audience targeting. To ensure that the auto group’s ideal customers saw their ads, Watts used MNTN’s audience building to target specific segments. He started by creating geo-targeted groups so that only in-market consumers viewed the advertisements. MNTN’s integration with the Oracle Data Cloud provided the auto group with other useful segments including: predicted Hyundai buyers, owners of various Hyundai makes and models, and Hyundai enthusiasts.
To help extend their campaign messaging beyond television, Watts chose to utilize MNTN Multi-Touch. With Multi-Touch, the auto group’s ads were served to additional screens in targeted households, including mobile devices, tablets and laptops. This also amplified the digital ad campaigns Watts already had in place (more on this below).
MNTN’s powerful reporting dashboards enabled Watts to accurately track campaign performance—he was happy with what he saw. Since launching their Performance TV campaigns, Houston Hyundai Auto Group experienced a whopping 81% month-over-month (MoM) improvement in cost per acquisition (CPA) and a 15% MoM improvement in cost per visit (CPV). Additionally, site visits went up by 11% and average raw conversions increased by 24%. These results show that Watts has achieved his goal of reaching audiences who are: 1. likely to engage and/or 2. ready to buy.
The auto group’s direct traffic was positively affected as well. They decided to pause their Performance TV campaigns in January 2023 and experienced a notable decrease in the number of people visiting the dealerships—it bounced back when the campaigns were reactivated. On the flip side, when two of their locations were under construction, MNTN enabled them to continue to generate business.
Performance TV not only proved to be a successful channel on its own, but it also strengthened other marketing efforts. After starting CTV advertising with MNTN, the auto group saw significant improvements in their paid social media campaigns. For instance, average session duration increased by 118% and average bounce rates decreased by 22%.
Because of the success of their Performance TV campaigns, Watts decided to keep Houston Hyundai Auto Group’s ads running on an evergreen basis throughout the year.
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