Connected TV (CTV) Advertising During the Big Game: Smart Advertising for the Modern Digital Landscape 

They say the Big Game is the biggest night in sports—unless you’re a Denver Broncos fan like me, in which case it’s more of a nostalgic event where we reminisce about the glory days of John Elway and try to forget about, well… Big Game XLVIII against the Seahawks. (Hey, at least we made history for the fastest score ever—just, you know, not the way we wanted.) 

But while some teams struggle to make the most of their Big Game moments, automotive advertisers don’t have to. Thanks to Connected TV (CTV) advertising, Cox Automotive is unlocking a game-changing opportunity: delivering dynamic ad messages tailored to different shoppers based on where they are in their car-buying journey. 

The Evolution of Advertising: Reaching the Right Shopper at the Right Time 

In the past, advertising was a one-size-fits-all approach. A single TV commercial would air to millions of viewers, hoping that a fraction of them were in-market for a car. But today’s digital ecosystem gives us the ability to serve hyper-targeted CTV ads to households that have already identified themselves as car shoppers. 

Instead of guessing, we can now serve distinct ad experiences based on where shoppers are in their journey allowing for the message to resonate. Let’s look at how we are doing it with three distinct Cox Automotive signals: 

• Low-Funnel Shoppers (Ready to Buy)
  • These are consumers who have actively engaged with Cox Automotive websites, viewed inventory, or checked financing options. 
  • Ad Message: “Final offers,” real-time dealership inventory, trade-in promotions, and calls to action like “Schedule a Test Drive.” 
• Mid-Funnel Shoppers (Actively Shopping)
  • These are shoppers who are researching models, comparing features, and engaging with online vehicle reviews. 
  • Ad Message: Lease and finance options, vehicle comparisons, and dealership incentives to guide them toward a decision. 
• High-Funnel Shoppers (Just Starting Their Journey)
  • These consumers are casually browsing, considering different makes and models, and engaging with automotive content. 
  • Ad Message: Brand-building, lifestyle-focused creative, and emotional storytelling to create future brand preference. 

CTV: The Smartest Way to Advertise in Today’s Digital Landscape 

This isn’t just about targeting—it’s about delivering the right message to the right audience at the right time. Having three distinct ad strategies within an individual market ensures that every household gets a relevant ad experience that matches their current buying process. So, instead of spending millions on broad-reach advertising that hopes to resonate with a fraction of the audience, this CTV solution enables automotive advertisers to maximize their return on ad spend by speaking directly to engaged, in-market shoppers with messages tailored to their intent. 

A Smarter Approach to Big Game Advertising 

Gone are the days when advertisers had to throw a message out to a massive audience and hope it sticks. With CTV, automotive brands can ensure that every Big Game ad dollar is working harder, reaching the right households with the right messaging. Like a great football team adjusts its strategy based on the game situation, advertisers today have the tools to be more strategic than ever before. By leveraging CTV’s ability to deliver custom messaging based on actual shopper behaviors, automotive brands can drive stronger engagement, better conversion rates, and more efficient ad spending. 

This isn’t the future of advertising—it’s already here. For OEM or dealers looking to maximize impact during high-profile events like the Big Game, CTV is the smartest play in the modern digital landscape. 

Want to learn how Cox Automotive can help you tailor your CTV strategy for maximum impact? Let’s connect.