Case study
Paramount Automotive achieves 30% market share growth with Streaming TV strategy
Using Spectrum Reach's insights-driven targeting, custom creative, and premium streaming inventory including Amazon Ads, Paramount Automotive reached new audiences and drove significant business growth.
Key learnings
#1
Record vehicle sales achieved in November 2024
30%
30% point growth in market share year-over-year (YOY)
3
Expanded campaign to include 3 additional dealerships
Solutions used
Goals
Paramount Automotive, a premier North Carolina-based automotive company, aimed to maximize their advertising budget by reaching new audiences in a more effective and strategic manner. In order to achieve this objective, they sought out a trusted and experienced partner who could provide comprehensive insights, professional guidance, and high-quality commercial production to enhance their overall market presence and successfully drive vehicle sales. They ultimately partnered with Spectrum Reach, which serves as the largest local aggregator of high-quality video inventory in the region, delivering innovative solutions with the broadest reach and scale, including valuable integration with Amazon Ads.
Approach
In a strategic collaboration, Paramount Automotive and Spectrum Reach implemented a comprehensive and multi-faceted strategy leveraging multiple sophisticated solutions to engage audiences. Through the implementation of Auto Analyzer, a proprietary Spectrum Reach analytical tool, they successfully employed an insights-driven strategy to effectively surface and reach previously unexposed potential customers in their target locales. Throughout the campaign duration, they utilized advanced addressable targeting capabilities to connect meaningfully with households who were actively in the market to purchase a vehicle and had not yet been exposed to Paramount Automotive's compelling message. In close collaboration with Kernel, Spectrum Reach's dedicated internal production team, they worked diligently to create engaging custom commercials carefully aligned with Amazon's innovative "would you like" feature, ensuring their advertisements resonated more effectively with relevant audiences. To consistently maintain high levels of audience engagement throughout the campaign, they conducted regular monthly commercial shoots to ensure fresh and relevant creative content remained available. The carefully crafted campaign was strategically deployed across Spectrum Reach's extensive premium programming inventory, including relevant Amazon Ads placements, to maximize reach and impact in their desired locale.
Nick Kincaid, COO, Paramount AutomotiveSpectrum Reach plus Amazon Ads is a game changer for reaching new audiences and driving sales
Results
This unified campaign delivered exceptionally strong results for Paramount Automotive across multiple key metrics. The forward-thinking dealership successfully achieved record-breaking vehicle sales during November 2024, demonstrating the remarkable effectiveness of Spectrum Reach's strategic approach to market engagement. Most notably, they realized an impressive 30% point growth in market share YOY, substantially expanding their presence in the competitive local automotive market.1 Detailed customer feedback collected from those who directly engaged with the advertisements was consistently and overwhelmingly positive, validating the effectiveness of their creative strategy. The campaign's remarkable success ultimately led to a strategic expansion across three additional dealership locations in the region.
Sources
1 Advertiser-provided data, US, 2024.