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Advertiser Spotlight: Mazda Drives Traffic to Auto Dealers with Integrated Audio

By Reggie Shah, Senior Director of Research and Insights, Audacy

Auto dealers across the country are winning new buyers and outperforming their competitors, all with Audio. Mazda turned to Audacy to create an Audio ad campaign that converted ready-to-buy car shoppers with the help of Audio influencers.

The Brief

Auto dealers in the New York metro area looking to drive more foot traffic in their showrooms turned to local Radio, streaming Audio, and podcast ads. 

The Solution

Total Audio Campaign:

Integrated Audio was the name of the game. This campaign went live across Audio and digital platforms, featuring on-the-air influencers, content alignment adjacency commercials, tactical takeovers during severe weather events, play-by-play for Hispanic baseball, email, digital displays, and social influencer videos.

Always On: 

Mazda’s “always on” strategy helped ensure messaging reached consumers throughout the buying cycle, with an average on-air advertising campaign that ran more than 150 days per year.

Embrace the Endorsement: 

Mazda realized that to win this auto race, marketers need to do more than tell their story – they need to involve people their customers trust. That’s where an influencer’s endorsement comes in. When the host of the show test drives one of their cars, and then raves about the experience, that live read and endorsement can generate the highest conversion to onsite visits. Our team created a campaign that showcased local personalities sharing their favorite Mazda vehicle features on air with listeners.

Race Taylor | WCBS-FM

The Results

The campaign jump-started the New York metro auto dealers’ foot traffic. The savvy marketers on Team Mazda started small and continued to build their campaign, tweaking their media mix based on regular brand lift, web visitation lift, and foot traffic analysis results. Year-over-year, the region outperformed all other U.S. markets – by wide margins.


In the first two quarters of 2022, the showrooms saw tremendous results.

+25%

lift in foot traffic

4,000

dealer visits attributed directly to the audio campaign

Need to increase foot traffic for your retailers? Learn more about Audacy’s advertiser success stories with these brand spotlight case studies

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