Table of Contents
Background
In 2024, automotive dealerships across the U.S. faced increasing challenges in engaging potential buyers and maximizing ad efficiency. Despite strong brand recognition, many struggled to generate high-intent leads that would convert into sales. Seeking a way to optimize digital outreach, multiple dealerships partnered with New Road Advertising, leveraging our data-driven OTT (Over-the-Top) retargeting strategy.
One of our most successful dealership campaigns was with our Kia Dealership client based in Houston, Texas, which went from last place in their district to #1 after implementing our OTT strategy. This case study highlights the success of our OTT remarketing campaigns across multiple dealerships and businesses.
Challenge
The Texas Kia Dealership was struggling with low lead conversion rates and minimal engagement from digital ad efforts. Despite having a steady stream of website visitors, their advertising efforts were not translating into in-store visits or online inquiries. They needed a strategy that would effectively re-engage potential buyers and convert them into high-intent leads.
Our Solution
To keep Kia and other dealerships top-of-mind and re-engage potential buyers, New Road Advertising launched data-driven OTT remarketing campaigns that targeted users who had previously visited the dealership’s website. Our approach included:
● Precision Audience Targeting – Using first-party data, we identified high-intent users actively searching for vehicles.
● Compelling Video Content – We showcased available inventory, special promotions, and dealership highlights to influence purchasing decisions.
● Strategic Retargeting – By consistently re-engaging website visitors, we increased the likelihood of conversions.
Results
Our OTT remarketing campaigns delivered exceptional results for the Kia Dealership and multiple other dealerships, proving the effectiveness of our strategy across different markets.
By precisely targeting in-market buyers and keeping them engaged throughout their purchasing journey, our approach significantly increased conversions and reinforced brand presence.
Kia Dealership - Texas (31-day OTT Remarketing Campaign)
December 2024 Campaign Results:
● Total Conversion Rate: 63.39%
○ OTT Ad Impressions: 30,019
○ Total Conversions: 19,029.45
● Unique Conversion Rate: 44.85%
○ Retargeted Users: 5,267
○ Unique Conversions: 2,362.69
Our retargeting campaign resulted in more meaningful customer interactions, increasing the likelihood of conversions. Video content provided viewers with relevant vehicle information, influencing them to visit the dealership, call for more details, or submit an inquiry online.
January 2025 Campaign Results:
Building on the success of December, we launched another 31-day OTT remarketing campaign in January, which continued to deliver strong results:
● Total Conversion Rate: 32.21%
○ OTT Ad Impressions: 60,537
○ Total Conversions: 19,910.55
● Unique Conversion Rate: 44.46%
○ Retargeted Users: 7,218
○ Unique Conversions: 3,209.22
Our Success Across Other Dealerships
Our OTT remarketing campaigns have consistently delivered exceptional results for multiple automotive dealerships across the U.S.
Ford Dealership - New Jersey (31-day OTT Remarketing Campaign)
December 2024 Campaign Results:
● Total Conversion Rate: 8.80%
○ OTT Ad Impressions: 41,169
○ Total Conversions: 3,620
● Unique Conversion Rate: 31.55%
○ Retargeted Users: 4,277
○ Unique Conversions: 1,349.44
January 2025 Campaign Results:
● Total Conversion Rate: 7.67%
○ OTT Ad Impressions: 66,675
○ Total Conversions: 35,110.84
● Unique Conversion Rate: 46.69%
○ Retargeted Users: 3,393
○ Unique Conversions: 1,584.04
Over these two months, our campaigns achieved an average unique conversion rate of 39.12% and an average total conversion rate of 8.23%.
Used Car Dealership - Pennsylvania (31-day OTT Remarketing Campaign)
● Total Conversion Rate: 12.75%
○ OTT Ad Impressions: 20,020
○ Total Conversions: 2,552.15
● Unique Conversion Rate: 28.45%
○ Retargeted Users: 2,620
○ Unique Conversions: 745.48
Our OTT remarketing campaigns delivered exceptional results for the Kia Dealership and multiple other dealerships, proving the effectiveness of our strategy across different markets.
By precisely targeting in-market buyers and keeping them engaged throughout their purchasing journey, our approach significantly increased conversions and reinforced brand presence.
Volvo Dealership - New Jersey (April–December 2024)
Over nine months, our OTT remarketing strategy consistently sustained high conversion rates, demonstrating the power of continued customer re-engagement.
● Highest Monthly Unique Conversion Rate: 25.38%
● Average Unique Conversion Rate: 14.22%
● Highest Monthly Total Conversion Rate: 13.32%
● Average Total Conversion Rate: 11.26%
Conclusion
New Road Advertising’s data-driven OTT remarketing strategy has proven to be a game-changer for automotive dealerships looking to maximize ad efficiency and generate high-intent leads. By leveraging precise audience targeting and engaging video content, our campaigns have consistently:
● Driven high conversion rates
● Increased customer engagement
● Strengthened brand presence
Across our automotive clients, we have achieved an average unique conversion rate over 35%. The success of these campaigns highlights the power of strategic retargeting in keeping potential buyers engaged throughout their journey. With a commitment to continuous optimization and first-party data integration, New Road Advertising remains a trusted partner for businesses aiming to scale their success and dominate their market.
New Road Advertising’s Winning System
At New Road Advertising, we provide expert guidance and advanced strategies to help your business reach the right audience and achieve measurable results.
We’ve developed a precision-driven approach that delivers exceptional results through:
✅ First-party data partnerships for highly accurate audience targeting.
✅ Strategic OTT remarketing to re-engage high-intent users and drive conversions.
✅ Continuous campaign optimization to maximize ad efficiency and ROI.
This unique, data-backed strategy is the driving force behind our clients’ ongoing success.
Ready to Scale Your Dealership’s Success?
Book a free no-obligation consultation with New Road Advertising today and see how our OTT strategy can drive real results for your dealership!
