Google and Meta are great channels for your digital advertising, but there are other options available that can help you reach more customers with innovative targeting options.

When choosing where you want to use your ad budget, you should balance your spend with where your target audience is spending their time. Now, more than ever, people are flocking to streaming video and audio.

Due to their extensive reach and targeting options, these three emerging digital advertising channels are all great options to add to your marketing mix.

Amazon

When you think of Amazon, your first thoughts are likely of an online retailer that sells just about everything. However, it’s also a streaming video powerhouse. Amazon’s Fire TV is the market share leader amongst OTT streaming platforms. Here’s what makes Amazon a great digital advertising channel:

Audience Reach

Not surprisingly, Amazon’s streaming video audience reach is significant. They average over 135 million unduplicated monthly users. They’ve also seen a 340% increase in ad-supported Fire TV apps and 519% increase YOY in total weekly hours streamed.

Their premium streaming TV content includes Freevee, Twitch, and live sports on Prime Video, in addition to top TV network and broadcast apps.

Precise Targeting

Amazon’s audience targeting includes all the usual demographic details and some pretty focused geographic data. But, when you combine their shopper insights and automotive audiences with demographics, that’s where you can really start to target your advertising. That data lets you segment by intent and by life stage, including: recent grads, first-time auto buyers, engaged couples, first home buyers, starting a family, and retirees.

That kind of data gives you unprecedented ability to advertise specific models and communicate specific messaging based on where your customers are in the journey of life.

Spotify

With so many people living their lives on-the-go, on-demand streaming audio is a channel that allows dealers to deliver their advertising message anywhere and at any time. This leads to elevated visibility and further establishes brand awareness in the highly competitive vehicle sales market. Spotify is the world’s most popular streaming audio platform and digital audio is surpassing social, gaming, and video for people’s time spent on mobile. Here’s why you should make yourself heard on Spotify:

Audience Growth

With its massive reach, Spotify is one of the most popular streaming audio services, highlighted by 240 million users¹ on the ad-enabled free subscription plan. They have a continuous and aggressive growth path, with a plan to reach one billion total listeners by 2030².

It’s a particularly effective channel for reaching younger car shoppers. Many of these Millenial and Gen Z listeners are engaging with streaming audio an average of 2.5 hours per day³. More importantly, digital audio today reaches more listeners than traditional broadcast radio.

Streaming audio allows dealers to communicate to extremely attentive listeners. The captive nature of streaming audio is estimated to drive a 41% lift in auto ad recall.

Precise Targeting

Spotify’s available targeting options help advertisers connect with listeners across devices, moments, and formats while they stream music and podcasts. However, their data capabilities go beyond the standard demographic set. Sure, you start from the basics like age, gender, and location targeting. How do they take it to the next level though? How about targeting listeners while they’re driving and listening to a podcast, or streaming a workout playlist from their smartphone — just to name a couple.

And when listeners hear your dealership’s ad, they really hear it. In fact, listeners who hear auto ads on Spotify are 52% more likely to purchase the new vehicle being promoted³.

Disney Hulu XP

For many, hearing “Disney” likely conjures up memories of familiar cartoon characters, Star Wars, or the Marvel Universe. However, their advertising platform is no Mickey Mouse operation. (Guardians of the Galaxy fans will definitely get a kick out of their real-time ad exchange platform being called DRAX.)

This streaming video channel leverages all Disney brands to deliver ads across their popular entertainment, live sports, real-time news content, and streaming TV library.

Audience Reach

Disney reaches over 237 million people⁴ every month. They are the number one media company on social media with over 2 billion fans. The ad platform uses the proprietary Disney Advertising Audience Graph to pull first-party data. It consists of 100 million household IDs, 160 million Connected TV IDs, and 190 million device IDs.

Precise Targeting

Targeting capabilities also play a starring role on the Disney/Hulu advertising channel. Sophisticated data helps dealers reach the audience segments that matter most. There are over 1,800 of those turnkey segments, with 1,000 “Fans of” segments that are available to help advertisers target based on buyer behavior, household characteristics, and psychographics. You can also target by device, geography (right down to the zip code), and content genres.

Disney’s programmatic advertising has helped brands increase awareness by 19%, favorability by 13%, while also driving 21% more purchase intent.

Targeting More Customers Is Within Your Reach

It’s no secret dealers should refine their digital advertising strategy to target audiences where they spend their time.

With traditional TV and radio in decline, combined with the expanding popularity of connected TV and digital audio, dealers should be adding Amazon, Spotify, or Disney/Hulu to their marketing mix.

Throw in some really advanced targeting options and these digital advertising channels give dealerships the opportunity to have their messages seen and heard by some very specific audience segments.

Ready to see (and hear) how PureCars’ premier ad partnerships can help you reach and target more customers? Contact us today.

1. https://www.demandsage.com/spotify-stats/  
2. https://www.wsj.com/articles/spotify-tells-investors-it-has-plenty-of-growth-in-store-11654705597?mod=itp_wsj&mod=djemITP_h  
3. https://ads.spotify.com/en-US/news-and-insights/4-ways-to-rev-up-your-marketing-plans-with-digital-audio-ads/
4. https://www.disneyadsales.com/upfront2022/