Smart TV Advertising for Auto Dealers: Sell More Cars with Connected TV
Smart TV advertising has changed the game for auto dealers. Now, even single-location dealerships can leverage the power of TV advertising with precise targeting, measurable results, and budgets that actually make sense.
Why Smart TV Advertising Works for Auto Dealers
87% of U.S. households have connected TV devices, and car buyers are among the most valuable streaming audiences:
- 82% of new car buyers stream regularly
- Average household income of CTV viewers: $75K+ (prime car-buying demographic)
- Research phase: Car buyers spend 3-6 months researching before purchase
The Big-Screen Advantage for Vehicle Showcase
Smart TV advertising offers unique advantages for automotive marketing:
- Large screen format (55+ inches) showcases vehicle design and features
- High-definition video highlights exterior styling, interior quality, and technology
- Immersive experience helps buyers visualize themselves in the vehicle
- Living room environment where couples make major purchase decisions together
Precision Targeting Reaches In-Market Buyers
Smart TV advertising offers targeting that traditional TV can't match:
Demographic Targeting:
- • Age ranges (first-time buyers vs. family buyers vs. luxury buyers)
- • Household income (match to vehicle price points)
- • Homeownership status (equity for down payments)
Behavioral Targeting:
- • In-market for vehicles (actively researching)
- • Visited automotive websites (Edmunds, KBB, Cars.com)
- • Current vehicle age (lease expiration, trade-in timing)
- • Credit profile (financing qualification)
Smart TV Advertising Strategies by Dealership Type
Goals: Drive showroom traffic, increase test drives, sell new inventory, promote specials
Targeting Strategy:
- • 20-30 mile radius around dealership
- • Age 25-70 (cover all buyer segments)
- • HHI $40K+ (qualified buyers)
- • In-market for vehicles + brand/model interest
- • Current vehicle age 3+ years (trade-in candidates)
Creative Approach:
- • 30-second spots showcasing new models
- • Highlight key features, technology, and safety
- • Emphasize current incentives and financing offers
- • Include manufacturer co-op branding
Budget: $10,000-$30,000/month
Goals: Drive lot traffic, sell inventory, attract credit-challenged buyers
Targeting Strategy:
- • 15-25 mile radius
- • Age 22-60
- • HHI $25K-$75K (value-conscious buyers)
- • In-market for vehicles
- • Credit-challenged profiles (for BHPH)
Creative Approach:
- • 15-30 second spots emphasizing value and selection
- • Highlight financing options ("Everyone approved!")
- • Show diverse inventory
- • Emphasize no-hassle process
Budget: $5,000-$15,000/month
Goals: Attract high-net-worth buyers, promote premium models, build brand prestige
Targeting Strategy:
- • 25-40 mile radius (luxury buyers will travel)
- • Age 35-70
- • HHI $100K+ (luxury buyer profile)
- • Homeowners, professionals
- • In-market for luxury vehicles
Creative Approach:
- • 30-second cinematic spots
- • Showcase vehicle design, performance, and luxury features
- • Emphasize exclusivity and prestige
- • High-production-value video
Budget: $15,000-$50,000/month
Case Study: Regional Auto Dealership
Increase showroom traffic and test drives in competitive market with limited marketing budget. Average monthly sales: 85 units. Goal: Increase to 110+ units/month.
Smart TV Campaign (via SmartTVAds.co):
- • Two 30-second commercials (new models + certified pre-owned)
- • Targeting: 25-mile radius, age 25-65, HHI $50K+, in-market for vehicles
- • Emphasized current manufacturer incentives and dealer specials
- • Budget: $12,000/month
DOOH Campaign (via EasyBillboard.co - Digital Billboard Advertising):
- • 5 digital billboards on major highways within 20 miles
- • Budget: $8,000/month
Total Budget: $25,000/month
+47%
Showroom traffic increase
+62%
Test drives increase
118
Units/month (from 85)
8.0x
Return on investment
Revenue increase: $1.2M/month
Key Insight: Customers who saw both CTV and DOOH ads were 3.2x more likely to visit showroom
Best Practices for Auto Dealer CTV Creative
First 3 seconds are critical:
- • Open with dynamic vehicle shot (driving, rotating, hero angle)
- • Show the most appealing model or newest arrival
- • Use motion and energy to capture attention
Focus on what matters to buyers:
- • Safety features and ratings
- • Technology and connectivity
- • Fuel efficiency or performance
- • Interior space and comfort
- • Warranty and reliability
Give buyers a reason to act now:
- • Manufacturer incentives (0% APR, rebates, lease specials)
- • Dealer discounts and promotions
- • Limited-time offers
- • Trade-in bonuses
Maximize your budget:
- • Most manufacturers offer co-op advertising funds
- • Use approved creative templates
- • Include required manufacturer branding
- • Claim reimbursement (often 50-100% of production costs)
Ready to drive more showroom traffic and sell more vehicles with Smart TV advertising? SmartTVAds.co, powered by Bravo Ad Solutions, specializes in automotive advertising.
- 30-second unskippable commercials that showcase vehicles and offers
- In-market targeting reaches active car shoppers
- 95%+ completion rates guarantee your message is seen
- Manufacturer co-op eligible