Unlocking the Power of Amazon OTT: A Revolutionary Approach to Automotive Marketing

As prospective car buyers continue to shift away from traditional media consumption and spend their time engaging with brands on other channels, we're working with our dealerships to keep them in front of customers and top of mind. Long time dealership partner Kia Country of Savannah trusted us to partner up with Revive to harness the capabilities of streaming platform: Amazon OTT. This case study illustrates how smart media purchases can enhance targeting and boost brand awareness.

About Kia Country of Savannah

Kia Country of Savannah, a key dealership with the Lee Automotive Group, has a long-standing partnership with CBC Automotive Marketing. With a desire to expand their customer base and optimize their marketing approach, they are the ideal candidate for innovative OTT campaigns. Their goal is to connect effectively with Kia buyers who are actively seeking a new car.

Why Amazon for Automotive Marketing?

Audience Building

Amazon OTT delivers exceptional opportunity for audience building. It leverages first-party data from the Amazon shopping platform to create effective audience segments on their Video platforms: Prime Video and FreeVee. This means dealers like Kia Country of Savannah can precisely target potential Kia buyers.

This level of behavioral segmentation gives us the opportunity to make sure our message matches what a Kia-Buying audience wants to hear. This additionally opens the opportunity to convert auto intenders for competing brands. For example, if we wanted to create a custom message targeting competing brands like Hyundai, Nissan, and Ford, we could pull in those audiences and build an offer specifically for car owners/shopper to make their way to Kia Country of Savannah.

By honing in on specific audiences, we can effectively communicate with those more likely to purchase a vehicle and grow Kia Country of Savannah's brand awareness and sales.

One-Stop Shopping

Navigating several streaming services can be complex and expensive, particularly with high minimum ad buys. Amazon simplifies this process by offering a comprehensive purchasing system in one location. Through our partnership with Revive, CBC Automotive Marketing has the ability to advertise on not just Amazon properties, but properties like Roku, Warner Brothers, and Disney, enabling Kia Country of Savannah's ads to reach a diverse audience across various platforms from without making separate buys with each.

This one-stop shopping model streamlines advertising, reducing unnecessary costs and maximizing the efficiency of the marketing budget. It leads to a more cohesive strategy, enhancing the impact of the overall campaign.

Clear Data and Reporting

The ability to measure (ROI) when it comes to broad media buys is exceptionally important to dealerships. Amazon provides reporting that allows our buyers to view and analyze the metrics we care about most. This data allows us assess the success of the campaign based on actual performance.

Understanding metrics is vital for making informed adjustments. For instance, Amazon reporting, we can make sure the frequency and reach is effective across every streaming property, rather than making separate purchases and having metrics vary widely and potentially spend less effectively.

Efficiency Through Partnership

Revive Media enhances the Amazon OTT strategy by consolidating data from various channels. This partnership allows CBC buyers to see the entire picture, understanding how often their ads are viewed while ensuring the message doesn't overwhelm the audience.

Efficiency is essential for successful campaigns. By analyzing comprehensive data and adapting strategies in real-time, CBC Automotive Marketing ensures that its clients, like Kia Country of Savannah, get the most out of their marketing investments and effectively engage potential customers.

Implementation of the Amazon OTT Strategy

In combination with traditional media, and a robust digital strategy, our OTT strategy creates the perfect blend of both worlds for a full funnel Marketing Strategy. When building out the messaging for OTT, we want to keep the Kia buyer in mind and focus on a few key points:

1. Affordable vehicles, with the technology

2. A high level of customer service

3. Despite the construction going on, you will still get both of the above

By leveraging customized creative content, Kia Country of Savannah and CBC aim to generate immediate interest, foster long-term brand loyalty, and create an emotional connection of trust between the brand and buyer.

Results

We accomplished several items with this campaign. One of the most important items is making Kia Country of Savannah's dollar work harder and go further. With lower CPMs and CPPV we have more spend to aid brand recognition efforts and reach more in market buyers to let them know about the great opportunities available to them at Kia Country of Savannah.

Reflecting on the Future of Automotive Marketing

CBC Automotive Marketing's collaboration with Revive and Kia Country of Savannah exemplifies the need to include OTT for a well rounded dealership marketing strategy. With the ability to prioritize audience segmentation and actionable data, dealerships can effectively craft marketing strategies that resonate with today’s consumers.

As the industry evolves, embracing innovative technology and fresh approaches will distinguish successful dealerships. The path to effective automotive marketing is not just about reaching viewers but also about engaging them in a meaningful way. By working with CBC Automotive Marketing and investing in opportunities like Amazon OTT, dealers like Kia Country of Savannah are not merely adapting to change—they're getting a head start for the future.