The auto market is evolving at a rapid pace. Shoppers are now tuning in from their living rooms or mobile devices, watching personalized ads on their favorite streaming platforms. While foot traffic is fluctuating and traditional media continues to lose reach, one thing is clear: dealers who adapt their advertising strategy to meet the modern consumer where they are will pull ahead. That’s where channels like streaming TV come into play. 

If your marketing strategy still relies heavily on broadcast, cable, or digital banner ads, it might be time to rethink the playbook. Because while those channels still have a place, streaming TV advertising (often referred to as OTT, for over-the-top, or CTV, for Connected TV) is becoming a powerful way to drive awareness, generate leads, and get ahead of your local competition.

Cut the Cord and Capture More Leads

Streaming has become the new normal. As of 2024, around 88% of U.S. households owned at least one CTV device, and the average American streams video content for an average of 3 hours a day. That’s why it’s prime time for your brand to make an impression. 

Whether it’s Hulu, YouTube TV, Roku, or Peacock, your customers are spending more time watching streaming content than traditional cable. Now, with automotive research often starting weeks (or months) before someone even steps onto a lot, that early brand exposure matters. If you’re not visible on streaming, you’re invisible to a growing portion of your market. 

Why Streaming Beats Traditional TV for Dealerships

The old way of TV advertising had one major flaw: you paid for impressions whether they were relevant or not. With streaming TV ads, you’re targeting real people based on real data rather than just broadcasting to a ZIP code. 

Specifically, OTT/CTV gives dealers a competitive edge through: 

• Hyper-targeting. Streaming allows you to target audiences by location, income, age, interests, and even intent (like “in-market for a vehicle”). That means your ads reach car buyers, not just random viewers.
   
• Measurable results. Unlike traditional TV where you’re left guessing the impact, OTT gives you trackable metrics: impressions, click-through rates, video completion rates, and even website visits after someone sees your ad.
   
• On-demand attention. Viewers are more engaged when they’re streaming. They’re choosing what to watch, when to watch, and are often watching on-demand. This creates an environment where your message is less likely to be skipped or ignored.
   
• Smarter budgeting. With OTT, you control your spend and can adjust campaigns in real time. Want to push a year-end clearance sale or new model arrival? You can launch ads in days instead of weeks, as would happen with traditional broadcast buys.

Streaming Isn’t Just for National Brands Anymore

In earlier years, streaming ads felt out of reach for local businesses, but that’s no longer the case. Today’s platforms offer solutions made for small and mid-size dealers, giving you access to the same audience-targeting tactic that big OEMs use, but without the massive budgets. 

In fact, many dealers are reallocating funds from underperforming traditional campaigns to streaming and seeing stronger engagement, better conversion, and increased showroom traffic.

How to Get Started

If you’re new to OTT/CTV, the good news is that it’s more accessible than ever. Consider these tips as you get started: 

• Partner with the right vendor. Look for a provider that understands automotive and can help you target in-market shoppers with precision. 
  
  
• Integrate with your CRM. Choose a solution that ties ad views back to showroom activity or lead forms, so you can track ROI rather than just views.

The Dealers Winning Now Are the Ones Leaning In

Waiting for old marketing methods to catch up to new consumer behavior isn’t a strategy; it’s a liability. Especially when traffic is soft and urgency is low, smart advertising is one of the few things you can control. 

Streaming TV advertising gives dealers the power to: 

• Reach serious buyers earlier in the funnel
  
  
• Engage them with relevant, targeted messaging
  
  
• Drive traffic to their site or store more efficiently
  
  
• And outperform competitors still stuck in yesterday’s tactics

Put Your Ads Where Your Buyers Are

The next wave of car buyers won’t be flipping through cable channels or clicking banner ads. They’re watching streaming platforms and expecting a seamless, personalized experience from their ads to their showroom visit. 

To avoid losing market share, make sure your dealership is part of that experience. 

At Affinitiv, we help dealers launch effective, data-driven streaming campaigns that are built for today’s buyers. Ready to see how OTT can fit into your marketing mix? Contact us today to put your message in front of the right audience and on the right screen.