Navigating Programmatic Advertising: Insights from the Road with Loon Advertising

Key Points

• Programmatic CTV targets the person, not the program, your ad follows the buyer wherever they stream
• Only 3% of your market is in market at any given time, smart messaging covers the other 97% too
• Tax season is automotive's most predictable buying cycle, and programmatic makes it sharper
• Premium and FAST placements both drive results when you monitor quality, not just prestige

It's Not About What They're Watching, It's About Who They Are

Traditional TV was about buying a time slot and hoping the right people tuned in. Programmatic CTV flips that.

Instead of buying shows, you're buying audiences, and the targeting follows the person across every platform they use. If two neighbors are watching the same baseball game but one wants a truck and the other wants a minivan, they each see a different ad. The message finds the right buyer regardless of what's on their screen.

Here's what that means for you: Your ad dollars chase people, not programs. Every impression lands in front of someone who actually matters to your business.

Great Account Management Starts With Listening

The first thing Loon does with every new client is dig into the dealer's actual business objectives, not just campaign goals. If a dealer needs to move F-150s, Loon builds targeting around people who look like truck buyers using demographics and psychographics inside a DSP.

Here's what that means for you: Your account team is aligning Loon's wins with yours so the results in the data match the results on your lot.

Tax Season Is a Targeting Opportunity, Not Just a CTA

Most dealers already have a tax-season message ready. Programmatic makes it smarter.

Loon builds audience packages around consumers receiving refunds, layering in financial data to tailor creative, luxury messaging for higher-income households, value-focused ads for buyers who need a down payment, service and trade-in messaging for everyone else.

Here's what that means for you: Personalized creative to segmented audiences across the most predictable buying window of the year, running consistently from February through April.

Don't Sleep on FAST Channels

Should your ads run on premium placements like live sports or FAST channels like Tubi? Both.

The customer watching live sports tonight is the same customer streaming Tubi tomorrow. FAST channels are among the fastest-growing platforms in streaming, and Loon consistently sees strong engagement there.

Here's what that means for you: A mix of premium and free inventory reaches in-market buyers wherever they are, and cost-effective placements often punch above their weight.

Measurement That Connects Impressions to Sales

Loon measures through two lenses. Online attribution tracks whether ad-exposed viewers visited the dealer's site and took shopping actions. Offline attribution runs dealer sales and service data through a clean room to match real customers against ad exposure.

Here's what that means for you: You can tie streaming spend directly to business outcomes, actual sales and service revenue, not just impressions.

Your Next Steps

• Align on objectives first: Make sure your account team understands your real business goals before launching campaigns
• Layer your messaging: Build brand and service ads for the 97% who aren't in market yet so you're front of mind when they are
• Use tax season now: If you're not running targeted tax-season creative with segmented audiences, you're leaving money on the table

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