Case Study
Multi-Channel Marketing For an Automotive Dealer in arizona
How a multi-channel digital campaign — combining CTV/OTT, YouTube Pre-Roll, Meta Paid Social, and In-Market E-Blast — nearly doubled website traffic and generated 612 leads in six months.
Website Users
30
k+
New Users Acquired
30
K+
CTV/OTT Impressions
300
+
Popup Leads Captured
590
+
The Challenge and Strategy
This Arizona dealership needed to build a consistent digital pipeline in a crowded used-car market, while simultaneously reaching both English and Spanish-speaking buyers.
The Challenge
Build A Competitive Market
- Build brand awareness and consistent traffic from near-zero paid media presence
- Reach a large, growing Hispanic/Spanish-speaking buyer segment in the Phoenix metro
- Convert anonymous site visitors into actionable leads before they bounced
- Maintain a steady in-market auto shopper pipeline across multiple months
Multi-channel Campaigns
- Single-channel strategies leave entire audience segments unreached
- CTV captures household-level viewers who block digital ads
- E-blast targets verified in-market buyers, not just lookalikes
- Spanish-language creative in the right placement yields disproportionate engagement
- On-site lead capture turns paid traffic into owned pipeline
Channel Strategy
Website Performance
Google Analytics for Dec 1, 2025 – May 31, 2026 shows explosive growth across every
acquisition metric, compared to the prior six-month period.
acquisition metric, compared to the prior six-month period.
46,827
Total Website Users
+99.9 YOY
46,912
New Users
+106.3 YOY
27,652
Engaged Sessions
+40.4% engagement rate
439,848
Total Site Events
Across All Pages
New User Acquisition By Channel
CTV/OTT Performance
The CTV/OTT campaign ran across 15+ premium streaming platforms and delivered a
click-through rate 14× above industry benchmarks, with strategic placement on Hispanic-focused networks.
click-through rate 14× above industry benchmarks, with strategic placement on Hispanic-focused networks.
362,644
Total Impressions
All Platforms
26,982
Total Clicks
Across all creatives
7.04%
Click-Through Rates
x14 Industry Average
22
In-Store Visits
Tracked Footfall
CTV/OTT Campaign Highlights
Youtube Preroll
The Spanish-language YouTube Pre-Roll campaign ran in April 2026, with two creatives targeted at tax-season
in-market buyers. Female viewers showed a notably higher view rate, 32% vs 21% for males.
in-market buyers. Female viewers showed a notably higher view rate, 32% vs 21% for males.
39,020
Total Impressions
Youtube Preroll
9,681
Video Views
Spanish Campaign
0.35%
Click-Through Rate
Across all genders
24.26%
Video-to-100% Rate
Avg both creatives
Youtube Campaign Highlights
Intender Blasts
Monthly e-blast campaigns sent to verified in-market auto intenders, in both English and Spanish.
The March Spanish blast hit a 47% top-slice CTR and April saw peak volume with both languages firing at full strength.
The March Spanish blast hit a 47% top-slice CTR and April saw peak volume with both languages firing at full strength.
Eblast Campaign Highlights
Key Takeaways
Five strategic lessons every automotive dealer should take away from this data.
- Multi-channel reach compounds
Running CTV, paid social, e-blast, and YouTube simultaneously created overlapping touchpoints that nearly doubled site traffic in a single period, something no single channel could achieve alone. - Spanish-language targeting unlocks a major market
Over 50K CTV impressions hit Spanish speakers, and dedicated Hispanic e-blast and YouTube content produced some of the campaign’s strongest engagement metrics, including a 47% top-slice CTR. - E-Blast outperforms Google CPC for new user acquisition
At 9,609 new users, the In-Market Intender E-Blast drove 2.6× more new traffic than Google CPC. A significant efficiency finding that reframes how budget should be allocated in automotive campaigns. - CTV click rates far exceeded benchmarks
A 7.04% CTR is 14× above typical OTT/display benchmarks of 0.3–0.5%. Precise audience targeting, in-market shoppers, Spanish speakers, credit seekers, drove this exceptional performance. - On-site lead capture converts paid traffic into pipeline
612 captured leads represent a tangible sales asset, turning anonymous paid traffic into a qualified contact list the sales team could follow up with directly, independent of platform algorithms.
