A partnership that evolves with your business
Founded in 1988 by Robert Bassam, Easterns Automotive Group has served the citizens of Maryland, Virginia, and Washington, D.C. for over thirty-five years. The group has grown from one dealership in Arlington, Virginia, to 13 rooftops across the region with over 400 employees.
Easterns has partnered with Comcast Advertising for over two decades. The partnership has evolved with Comcast Advertising’s product solutions, from geographically targeted linear TV to geographically and audience-targeted multiscreen solutions to addressable TV advertising. Easterns has always appreciated Comcast Advertising’s full-funnel solutions, with Audience Addressable becoming the final piece of the equation.
Maximizing campaigns with household-level ad delivery
Comcast Advertising’s Audience Addressable allows for precise, household-level targeting across all screens, all within a single campaign. Through Comcast’s first-party deterministic data that yields a 95% initial match rate,1 we put ads in front of authenticated, high-value audiences. This means different households tuning into the same program will receive different ads based on their specific characteristics.
With changing inventory and pricing in the marketplace, Easterns Automotive needed to be able to reliably reach its audience. That’s where Audience Addressable came in. By leveraging geographically targeted TV and streaming strategies, Easterns was able to maximize its marketing budget and improve efficiency.
Audience Addressable drives conversions across TV, VOD, and streaming
In July 2024, Easterns deployed Audience Addressable with a focus on the Washington, D.C. and Baltimore markets. Since the dealership sells both new and used cars, the team chose to target audiences in market for new or used vehicles.
In just ten weeks, the Audience Addressable campaign showed incredible results representing 35% of the overall website conversions from Easterns’ campaign. On top of this success, 43% percent of streaming conversions occurred the day of or the day after ad exposure, with the Audience Addressable streaming campaign having the highest percentage of same-day conversions at 27%.2 Easterns Automotive Group’s supercharged multiscreen TV campaign helped the dealer reach its desired audience with accuracy—reducing ad waste and delivering more relevant messaging.
As we continue our Audience Addressable strategy with Comcast Advertising, we have seen a 19% average weekly increase in conversions. Moving forward, we are exploring new capabilities with Comcast Advertising related to data and measurement to further enhance our marketing strategy for TV and streaming.
- Joel Bassman, President of Easterns Automotive Group
Sources:
1. Analysis based on Comcast Advertising data. Study source: CIMM/GoAddressable, “Guidelines for Planning & Buying Addressable TV Advertising” February 2024.
2. Multiscreen IMPACT powered by Innovid. 7/8/24-9/5/24, Washington, D.C. and Baltimore markets. A minimum impression reach and conversion of 45 households is required for reported metrics.
3. Multiscreen IMPACT powered by Innovid. 1/1/25-3/30/25, Washington D.C. and Baltimore markets. A minimum impression reach and conversion of 45 households is required for reported metrics.