Connected TV & OTT
for Car Dealerships.
Connected TV (CTV) and OTT advertising puts your dealership’s video commercials in front of streaming viewers on smart TVs and apps. Instead of buying a broadcast slot and hoping the right shoppers are watching, you target households by location and in-market intent — reaching likely car buyers on the big screen with full creative impact.
What CTV and OTT Mean for Dealers
Connected TV is any television connected to the internet — a smart TV or a streaming stick — and OTT (over-the-top) is the video delivered to it “over the top” of traditional cable. For a dealership, the practical difference is targeting: rather than buying a daypart and reaching everyone tuned in, you buy the households most likely to be shopping for a vehicle. Your spot plays full-screen on the living-room TV, it generally can’t be skipped, and every impression is measurable.
That matters because more car shoppers have moved to streaming. Reaching them on premium streaming content lets you keep the credibility and emotional impact of TV while adding the precision and accountability dealers expect from digital.
The Airstrike CTV Product
Airstrike is RadioVision’s premium connected TV product, built to put dealership advertising inside high-quality content in front of the right households. It combines premium inventory with the targeting and control dealers need:
- 100% in-home CTV: placements run on the living-room television, not buried in small mobile or out-of-home screens — full-screen impact where families actually watch.
- Live in-game sports: reach engaged viewers inside live sporting events, some of the most valuable and least skippable inventory in streaming.
- Premium network programming: your spots appear alongside recognizable network and premium content, lending your store the credibility of the company it keeps.
- Household, geographic & in-market targeting: aim by ZIP and trade area, and at households showing active vehicle-shopping signals, so spend concentrates on real prospects.
- Frequency control: manage how many times each household sees your ad, so you build recall without wasting impressions or fatiguing viewers.
How CTV Differs From Traditional TV
Broadcast still has its place for mass reach, but CTV changes what dealers can buy and measure. Here is how the two compare:
| Capability | Traditional TV | Connected TV (Airstrike) |
|---|---|---|
| What you buy | A time slot on a channel | Specific households and audiences |
| Targeting | Whoever is tuned in to the daypart | Geography plus in-market shopping intent |
| Frequency | Hard to control per viewer | Managed per household |
| Skippability | Viewers can change the channel | Non-skippable full-screen play |
| Measurement | Estimated ratings | Digital metrics tied to VDP traffic and units |
How CTV Fits the Dealer Funnel & Attribution
CTV does its best work at the top and middle of the funnel: it builds awareness and consideration in the households most likely to buy, then warms them up for the channels that capture demand. We connect that upper-funnel reach to lower-funnel results by watching for lift in vehicle detail page (VDP) traffic and ultimately units sold, and by using exposed-versus-not analysis so CTV gets credit where it genuinely influenced the sale — not where a last click happened to land.
CTV Plus Search, VLA & Social
CTV is most powerful as part of a coordinated plan. The big-screen impression creates demand; then dealership PPC, Google Performance Max, and Vehicle Listing Ads capture the shopper the moment they search, while automotive SEO earns the organic visits that follow. Social retargets the households CTV reached. We orchestrate all of it from one media buying desk as part of a single automotive advertising strategy.
The In-House Production Advantage
A great media plan still needs a great spot. RadioVision produces dealership video 100% in-house at the RadioVision BrainLab, so the team buying your CTV media also creates the commercials that run on it. That keeps message, offer, and media aligned, and lets us refresh creative quickly as inventory and incentives change — the same discipline we bring across the full automotive advertising playbook.
Frequently Asked Questions
What is CTV and OTT advertising for car dealerships?
Connected TV (CTV) and over-the-top (OTT) advertising delivers your dealership’s video commercials to streaming viewers on smart TVs, streaming devices, and apps. Instead of buying a broadcast daypart and hoping the right shoppers are watching, you target households by geography and in-market signals, so your spot reaches likely car buyers on the big screen in their living room.
What is the Airstrike CTV product?
Airstrike is RadioVision’s premium connected TV product. It delivers 100% in-home CTV placements, runs inside live in-game sports and premium network programming, and uses household, geographic, and in-market targeting with frequency control, so your dealership shows up in high-quality content in front of the right households at the right number of times.
How is CTV different from traditional TV?
Traditional TV buys a time slot on a channel and reaches whoever is tuned in. CTV targets specific households by location and shopping intent, controls how often each home sees your ad, runs ads that are non-skippable on the big screen, and reports digital metrics you can tie to vehicle detail page traffic and units. You buy audiences, not just airtime.
Does RadioVision produce the CTV commercials?
Yes. RadioVision produces dealership video 100% in-house at the RadioVision BrainLab, so the same team that buys the CTV media also creates the spots. That keeps your message, your offer, and your media plan aligned, and means we can update creative quickly as inventory and incentives change.