How Connected TV Is Driving Automotive Sales (+ Best CTV Marketing Practices to Stay Ahead)

Car dealer advertising is changing fast. In the past, dealers relied on traditional media to reach buyers who were actively shopping. But today’s car buyers behave differently. They’re streaming premium content, researching online, and making decisions long before stepping into a showroom. This shift means automotive dealership advertising needs to move where the audience is: Connected TV (CTV). 

CTV combines the reach of television with the precision of digital targeting, making it one of the most effective advertising strategies for car dealerships in a competitive market. And the best way to activate on CTV? Paramount Ads Manager.

Why Paramount Ads Manager is the Best CTV Solution for Auto Dealers

Paramount Ads Manager gives auto dealers the tools to reach in-market car buyers where they spend their time: streaming premium content on trusted platforms. Here’s why it works:

Premium, Brand-Safe Inventory:

Your ads appear alongside Paramount’s top shows and live sports, meeting OEM brand safety requirements.

Local Targeting:

Reach buyers in your dealership’s area with precision geo-targeting.

Stretch Your Co-Op Dollars further:

With campaigns starting at just $7 CPM, you’ll reach thousands of households per reimbursed dollar.

Drive and Track Foot Traffic

Use our attribution tools to measure visits to your showroom and prove ROI.

Paramount Ads Manager audiences over-index for auto purchase intent.

Research shows that the audiences you can reach on Paramount Ads Manager are: 

• 8% more likely to be buying a new vehicle in the next 12 months 

• 14% more likely to be buying a used vehicle in the next 12 months 

than non-Paramount viewers.

Car Sales Marketing Ideas That Work

1. Target Sports Audiences: 

Paramount Sports viewers are:

1. 26% more likely to be Category Influential Consumers
2. 22% more likely to be planning to buy a new vehicle in the next 12 months
3. 29% more likely to be planning to buy a used or pre-owned vehicle in the next 12 months
4. 11% more likely to be planning to lease a vehicle in the next 12 months

than non-Paramount viewers.

2. Keep it short and impactful: Paramount Ads Manager ads run for 30 unskippable seconds - so make sure your message is quick and compelling.

3. Use geo-targeting: Focus on zip codes near your dealership for maximum relevance.

Key TV Audience Auto Buyer Segments to Reach with Paramount Ads Manager

Paramount Ads Manager doesn’t just reach car buyers, it reaches the right car buyers. Two key segments stand out:

4-Wheel Comfort & Utility (26% of Paramount audiences)

• These buyers want vehicles that handle rough terrain but also deliver comfort and style. They see their car as an extension of their personality and are willing to switch brands to find the perfect fit.

• Creative Tip: Highlight rugged capability and upscale features in your ads. Show off SUVs and trucks with luxury interiors.

Lease & Luxury (16% of Paramount audiences)

• Prestige matters to this group. They’re auto enthusiasts who value bold, innovative designs and luxury options. Price isn’t a barrier - they often lease to upgrade every few years.

• Creative Tip: Showcase premium models, advanced tech, and leasing offers. Position your dealership as the gateway to luxury.

Ready to Launch? We’ll Help You Create an Ad in Minutes

Not sure where to start? Paramount Ads Manager can build your ad in under 10 minutes. Just enter your website, and the tool will guide you step-by-step to customize your creative. Try it now >