Streaming TV Ads Are Driving Dealer Traffic and Here's the Proof

The theory has always been that streaming TV drives lower-funnel behavior. Amber Daniel, Chief Revenue Officer of Cognition Ads, has the proof point. Within 48 hours of a streaming TV ad exposure, consumers were hitting Google on their phones and landing on the Volvo tier one site via paid search. In the first 90 days, the bulk of that traffic went to the manufacturer. Over the following 12 months, it flipped — straight to the dealer network. The result: a blueprint for harvesting streaming-driven demand across tiers, and a case for why paid search and social strategy can't be siloed from the CTV buy.