How to Optimize CTV Advertising Performance for Auto Dealers

The automotive advertising landscape has shifted dramatically as consumers increasingly abandon traditional cable subscriptions. Case in point: Streaming hit a new high in May 2025, surpassing total viewing of broadcast and cable TV for the first time and accounting for 44.8% of viewership via TV screens. 

Advertising dollars are following this audience migration. Digital video is expected to capture nearly 60% of total TV/video ad spend in 2025, double its share from just five years ago. This growth builds on a major turning point in 2024, when digital video surpassed linear TV for the first time. Digital video ad spend rose 18% in 2024 to $64 billion and is projected to grow another 14% in 2025. 

For automotive dealers already running CTV campaigns, the challenge shifts from platform adoption to performance optimization. The difference between successful and mediocre CTV campaigns lies in inventory-specific targeting and real-time market intelligence. 

4 Ways VIN-Level CTV Targeting Optimizes Dealer Results 

Many CTV campaigns cast a wide net targeting general car shoppers. VIN-level targeting flips this approach by showcasing specific vehicles to buyers actively searching for exactly what you have on the lot: 

1. Your Ads Focus on Cars That Need Help
   MarketAI, our real-time inventory data platform, spots which vehicles need advertising support based on what’s happening in your market. Cars sitting on the lot over 60 days, recently discounted units, and vehicles with low website views get immediate campaign attention.

2. Ads That Update When Your Inventory Changes
   Instead of static ads that become outdated, MarketAI creates VIN-specific video content that includes current pricing, availability, and how you stack up against competitors. When a vehicle’s status changes (i.e. price change, sold, dealer discount), your ads update automatically within 24 hours.

3. Smarter Audience Targeting
   Our campaigns get much more specific using actual shopping signals: Amazon Garage data, for example, shows what vehicles people currently own, your DMS data identifies customers whose leases are ending soon, and website behavior targets shoppers who viewed similar vehicles but haven’t visited your lot yet.

4. Track Which Ads Actually Sell Cars
   While most CTV reports show impressions and clicks, our VIN-level campaigns track which ads led to actual vehicle sales. This lets you optimize for what really matters: moving inventory off your lot.

Why Market Uncertainty Amplifies CTV Opportunity 

Recent market data illustrates how smart CTV strategy creates competitive advantages during uncertain times. Following tariff-driven consumer buying earlier in the year, nationwide vehicle movement dropped 3% while inventory declined 2%, leaving dealers with fewer active buyers. 

However, this market cooling revealed specific opportunities for CTV investment. Mid-Size Trucks showed increases in both inventory and movement, while regions like West South Central maintained positive growth despite national declines. Dealers using real-time market intelligence shifted CTV budgets toward performing segments and geographic markets, capturing sales while competitors stayed focused on the broader market. 

The principle remains: having the right price means nothing if nobody knows about it. Strategic CTV advertising becomes more valuable during market uncertainty, not less, especially when campaigns can automatically pivot based on real-time performance data. 

The Bottom Line on CTV Advertising 

Connected TV advertising represents a significant opportunity for dealers who understand how to leverage real-time data for inventory movement. Adpearance’s unique combination of MarketAI intelligence, VIN-level attribution, and multi-platform optimization creates capabilities that drive  results beyond basic demographic targeting. 

While the automotive market continues evolving, dealers who embrace data-driven video advertising strategies will outperform those relying on traditional broadcast approaches. The streaming audience migration creates an immediate opportunity for dealers ready to optimize their CTV campaigns with inventory-specific intelligence. 

Ready to see how our team can revolutionize your video advertising strategy with MarketAI? We will evaluate your real-time market position and show you exactly which inventory needs more visibility to accelerate sales. Book your MarketAI demo today and discover how VIN-level CTV advertising can uplevel your dealership’s performance.