Comcast Advertising Uses Addressable TV Advertising to Fuel Auto Dealer’s Growth
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 dealer group has grown from one dealership in Arlington, Virginia, to 13 rooftops across the region and employs over 400 people.
Easterns Automotive and Comcast Advertising have had a long-term partnership for over two decades. The partnership has evolved with Comcast Advertising’s product solutions, from geographically targeted linear TV to geographically and audience-targeted multi-screen solutions to addressable TV advertising, enabling household level targeting. Comcast’s ability to aggregate households across streaming providers and publishers, while taking advantage of Comcast’ aggregated first-party deterministic data that yields a 95% initial match rate 1, has allowed Easterns Automotive to focus on thoughtful, geographically targeted TV and streaming approaches to maximize marketing funds and drive efficiencies where possible.
Audience Addressable Drives Conversions across TV, VOD, and Streaming
In July 2024, Easterns deployed Audience Addressable, which enables advertisers to deliver impressions across TV, VOD, and Streaming to audience-matched households, using aggregated Comcast data insights. Easterns focused their message in the Washington, DC, and Baltimore markets with an audience target of In Market for New or Used Vehicle, and in just ten weeks, the Audience Addressable campaign represented 35% of the overall website conversions from their campaign. Forty-three percent of streaming conversions occurred between the day of and the day after exposure, with the Audience Addressable streaming campaign having the highest percentage of same-day conversions at 27% 2.
As we continue our audience-addressable strategy with Comcast Advertising, the ability to reach consumers at the household level has become increasingly vital for us in driving key messaging around inventory and price due to the confusion around tariffs in the marketplace. We have seen an increase in attributed conversions in Q1 2025, with a 19% average weekly increase. Audience Addressable Streaming is driving this with 24% same-day conversions, with Audience Addressable Linear TV right behind it. We also see where Audience Addressable drives more conversions vs impressions delivered, driving efficiency. The content drivers to conversions have also changed, as we see Entertainment content (ID, TV1, and video on demand) mixed with strong news and sports content driving conversions during this time. 3 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. WEB. 28 Feb 202. 2) Source: Source: Multi-Screen Impact Powered by Innovid. 7/8/24-9/5/24, Washington DC and Baltimore Markets. A Minimum impression reach and conversions of 45 households is required for reported metrics. 3) Source: Multi-Screen Impact Powered by Innovid. 1/1/25-3/30/25, Washington DC and Baltimore Markets. A Minimum impression reach and conversions of 45 households is required for reported metrics.