Viant DSP Advertising for Car Sales Leads

A people based buying platform for display, video, connected TV and audio, targeting real households in your zone rather than cookies.

Viant is a demand side platform built on a people based identity framework, which means it targets and measures advertising against real households and people rather than the browser cookies most programmatic buying relied on, across display, online video, connected television, audio and digital outdoor, with its own household data and measurement. It sells to agencies and advertisers with minimums suited to scale, and its connected TV reach and household level reporting are its strengths.

For a dealership the platform matters through an agency or a group that runs it: a connected TV and display campaign aimed at households in the zone, with frequency controlled at the household level across screens and a report that shows which households were reached and what they did. A single store reaches the same inventory through partners; a group with a programmatic budget gets the console.

Connecting your own Viant DSP account to the CRM has its own page: Viant Integration for Car Dealers. This page is about the channel and the leads.

A store spends through Viant when it or its agency wants household level targeting and measurement across connected TV, display and audio from one console, without depending on cookies that no longer work. For a group buying television programmatically it is a strong choice.

The honest objection is that it is an enterprise platform with minimums suited to agencies and groups, that a single store gets its reach through partners, and that programmatic television reads through branded search over weeks. Access is through an agency seat or a direct contract, which our team arranges.

For the broader case for this kind of channel, Programmatic Display Advertising for Dealers covers it without repeating what is here.

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Viant fits dealer groups with programmatic television budgets and the agencies that buy for them. It fits less well for a single store, which reaches the same inventory through partners. National sellers with scale can run it nationally.

The practical question is whose login the campaigns live under. With the webXintel Ads Network, which every plan includes, they live under ours: you choose the zone, the campaign type and the pre screening questions in Leads Manager, and our team does the building and the daily management. With your own Viant DSP account they live under yours. Request the connection from the Advertising Networks page in the CRM, our team completes the setup, usually the same day, and from then on the media is billed by Viant DSP to your dealership and the account history belongs to you. Agencies that already manage a Viant DSP account for the store can keep it; we work inside it. The two paths are not exclusive, and moving between them is a request, not a project.

A Viant bought lead reaches the CRM as a click from a display or video placement to a LeadLocate lead page or a vehicle page, a branded search during a connected TV or audio flight, or a direct inquiry, attributed directly for the clicks and over weeks for the rest, with the platform's household report beside the CRM's.

Once it is in the CRM the channel stops mattering and the process takes over. The lead shows its source and campaign, the pre screening answers you asked for in Leads Manager, and it routes by the distribution rules you set, to a person or a rotation. Automated first contact, by text, email or a scheduled call, is optional and configurable. If the store's process lives in another CRM, Instant Push forwards each lead there by ADF on arrival, and the subscription price is the same either way. Expect a mix: shoppers who name a vehicle and shoppers who name a budget, both of them worth a call, as what to expect from car sales leads sets out.

The point of running Viant DSP through LeadLocate is not Viant DSP. It is that Viant DSP becomes one more line in a system that already holds everything else. Leads Manager is where the campaigns are planned, whatever the channel: the zone, the campaign type, the questions a shopper answers, the creative. The CRM is where the leads land, are distributed, are worked by text, email, call and voicemail drop, and are reported on in the activity, company and management reports. A store that adds Viant DSP does not add a login, a report or a vendor to chase; it adds a source. The same is true of the dozens of other channels on the advertising channels page, which is the list the CRM itself shows a dealership under Advertising Networks.

That matters more than it sounds. Most stores do not fail at advertising because a channel was wrong; they fail because the leads from the third and fourth channels never got worked, since nobody was watching that inbox. One inbox, one set of distribution rules and one follow up process is what makes a fourth channel worth adding at all, and the same reporting is what lets a manager see, in one place, which channel is earning its budget this month and which one is not.

For an agency buying television programmatically for dealership groups, Viant's household level targeting and measurement are the pitch, and connecting each store's LeadLocate CRM pairs that report with the leads each rooftop received.

If an agency runs Viant DSP for your store today, nothing about that has to change. The agency connects the account it already manages, or requests the placement through us, and the leads flow into your LeadLocate CRM where your salespeople work them and your managers can see the follow up. The agency sees the same reports you do. For the agency, the appeal is practical: one platform for every channel and every client instead of twenty consoles, a real CRM behind the campaigns without having to build or license one, and a lead flow from the webXintel Ads Network it can offer any dealership on day one. The referral program in the CRM pays agencies for stores they bring. More on the arrangement at automotive-media-buying-servicesL.

Nobody drives across three states for a sedan, so the market Viant DSP is bought in is the market you draw. Leads Manager's zone editor takes a radius, counties or a state and hands it to every channel you run, including this one, and the reporting comes back by that zone so you can see which part of your area actually answers, which is often not the part a store expected. Groups run separate zones per rooftop; brokers and national sellers open the map up. On financing campaigns the audience is not narrowed by protected characteristics, because fair lending rules do not allow it and the controls in Leads Manager are locked accordingly. Geography and vehicle targeting stay fully in your hands.

Two steps. First, if your dealership is not on the platform, pick a plan on the pricing page; every plan is month to month with no long term contract, and every plan includes the webXintel Ads Network. Second, from Leads Manager inside the CRM, open Advertising Networks and request Viant DSP. Our team handles the setup, usually the same day, and the campaign is planned from your zone and your selections. Spend on an account you own is billed to you by Viant DSP; there is no markup on it from us. If the store's process lives in another CRM, Instant Push forwards each lead there by ADF.

Expect a short conversation before anything runs: which vehicles, which zone, which questions a shopper should answer, what a fair trial of Viant DSP looks like in your market and when to review it. Then the campaign runs and the reporting does the talking. A channel that earns its place stays; one that does not is turned off from the same page, and the store keeps the leads, the records and the history either way.

What does people based mean?

Targeting and measuring against real households and people through an identity framework rather than browser cookies, which lets a campaign control frequency across screens and report by household.

Can a single dealership use Viant?

Through an agency seat or a partner, yes; direct contracts carry minimums suited to groups. Our team arranges the route that fits the budget.

How is the campaign measured?

By clicks from placements to the lead page and vehicle pages, branded search lift during connected TV and audio flights, direct inquiries and the platform's household report, in the CRM by week.

Do I need my own Viant DSP account to run it through LeadLocate?

No. The webXintel Ads Network is included with every plan and needs no account of yours. If you want campaigns under an account your dealership owns, request the connection from the Advertising Networks page and our team sets it up, or connects the Viant DSP account you or your agency already hold.

Can Viant DSP leads go into the CRM we already use?

Yes. Turn on Instant Push in the CRM settings and every lead is forwarded to your existing CRM by ADF the moment it arrives, with its source attached. The subscription price is the same whether you work leads in LeadLocate or forward them.

What does LeadLocate charge for Viant DSP?

The platform is a monthly subscription, month to month with no long term contract; the plans are on the pricing page and each includes the webXintel Ads Network. Media you buy through your own Viant DSP account is billed by Viant DSP to you, not marked up by us. We do not tie the price to results, because no one can promise what a shopper will do.

One more channel, no new login, no new report. Ask for Viant DSP inside the CRM or talk to a lead specialist about which channels fit your store first.

Prefer to talk right now? Call or text 844-376-2274.

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