Two Chevrolet dealerships with similar monthly sales volumes (around 150 vehicles each) partnered with SilverBack Advertising to test Streaming TV strategies.
Both dealers invested the same budget in Streaming TV but chose different approaches:
Dealer A used a broad reach, full-funnel strategy to drive website actions.
Dealer B focused on a bottom-funnel “in-market shopper” strategy targeting a smaller audience.
The challenge was to determine which strategy would produce more attributable sales and better efficiency.
SilverBack deployed its Data Fusion Marketing with Amazon DSP using a custom PMP deal across premium publishers, including Amazon Prime. Both campaigns used the same platform and tools, ensuring a fair comparison of strategies.
Dealer A (broad reach): 69% of sales (100 out of 144) were attributed to Streaming TV.
Dealer B (in-market targeting): 23% of sales (38 out of 165) were attributed to Streaming TV.
Broader reach amplified efficiency, driving 3x the impact while also building a larger audience for future campaigns.
This case demonstrates that casting a wider net with AI-driven predictive audiences can outperform narrow, in-market targeting. Dealer A’s strategy delivered significantly more attributable conversions, proving that wider reach is not wasteful but a driver of efficiency and future growth.