Kia Dealer sees Increase in Foot Traffic through OTT Visit Tracking

A local Kia dealership, focused on both new and used car sales, was looking to drive more foot traffic to their showroom. To accomplish this, they wanted to leverage digital marketing strategies that would increase their visibility and track the impact of their efforts on real-world actions—specifically, in-store visits

Strategy: Combining Targeting Techniques for Optimal Reach

To kick things off, the dealership launched an initial campaign using Native Ads in conjunction with Kia Co-Op funding. The campaign utilized a combination of targeting strategies to ensure they reached the right audience

• Behavioral Targeting: Reaching adults 18+ who are actively in the market for a car, as well as those interested in specific Kia models like the Kia Soul, Kia Sorento, and Kia Optima.
• Keyword Targeting: Targeting searchers looking for cars and specific Kia vehicles.
• Retargeting: Following up with people who had already shown interest in Kia products and services.

These strategies helped establish the foundation of the campaign, with the main goal being to drive in-store visits—the key performance indicator (KPI) for this initiative

Adding New Tactics: Live Chat and OTT with Visit Tracking

After the initial success of the campaign, we helped the dealership further refine their efforts by adding Live Chat to their website. This allowed them to capture leads directly from interested customers who were browsing the site. In addition, they integrated Over The Top (OTT) advertising with Visit Tracking. OTT allows businesses to reach their audience through video ads on connected TVs, bypassing traditional cable or broadcast channels

With Visit Tracking, we could see the direct correlation between ad views and physical visits to the dealership within a two-week period. By utilizing insights from Numerator, a third-party verification tool, we ensured the accuracy of the visit data and could measure the campaign's effectiveness in driving real-world results

We also targeted competitors in the area using Geo-Fencing and Geo-Retargeting, ensuring the dealership was top-of-mind for potential customers who were actively considering other options

Results: Verified Visits and Lead Generation

The results of this multi-layered campaign were impressive

• 165+ billable leads: Through Live Chat, the dealership captured over 165 leads during the campaign, allowing them to engage directly with interested customers.
• 8 in-store visits: Within just one month of running the OTT with Visit Tracking, the dealership recorded 8 visitsto the showroom, showing a clear link between the video ads and physical visits.

By using OTT with Visit Tracking, Vici Media was the first to link OTT impressions directly to in-store visits, providing the dealership with a clear, measurable return on investment (ROI)

Conclusion

This Kia dealership’s success story highlights how combining the right targeting strategies with innovative tactics like OTT and Live Chat can drive meaningful customer engagement and in-store visits. By measuring and verifying the impact of their digital campaigns, the dealership was able to see tangible results in real time

If your business is looking to drive foot traffic, generate high-quality leads, and see a clear ROI from your marketing efforts, contact Vici Media today to learn more about our white-label digital solutions

For more information, email support@vicimediainc.com.