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Media planning case study for automotive

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With sales on the rise, a local car dealership aimed to generate consideration among in-market car buyers in New Hampshire. The client partnered with MBuy and an agency partner to drive awareness about their dealership and available deals among adults of 25-54 in the Boston, MA-Manchester, and NH area. MBuy and the agency partner implemented a holistic cross-channel media plan across TV, radio, and display media to effectively target in-market car buyers. The traditional cable buy was compared against point of sale data as well as display campaigns with zip code targeting in order to reach users within the same household, increasing frequency via multiple mediums. MBuy’s comprehensive media strategy drove a 45% increase in site traffic year-over-year for Q1.