How NYXT Reduced their Cost per Lead to a $0.85 Avg.

NYXT is an all-in-one sales and marketing platform specializing in automotive dealership clients, offering solutions ranging from SMS engagement and email marketing to phone tracking and advertising.

With deep experience managing IT and marketing for dealerships, NYXT faced a challenge: streamlining fragmented advertising efforts while driving meaningful customer engagement and sales. Dealerships needed a solution that would provide clear insights, precise targeting, and measurable ROI in a highly competitive market.

Why Vibe?

Historically, NYXT’s clients relied on traditional OTT advertising, working with multiple vendors like Spectrum and Amazon, each with its own pricing model and limited transparency. Costs were unclear, flexibility was low, and performance tracking was fragmented, so they went looking for a better way. 

As a self-serve CTV advertising platform, Vibe offered transparency, flexibility, and granular control over budgets and targeting for both NYXT and their dealership clients, who could now scale spending up or down as needed, access real-time reports, and refine campaigns with ease. With a user-friendly interface, even non-technical users could launch campaigns in minutes. 

"Since introducing Vibe to our clients, we've onboarded new dealerships every month, because it's so transparent, flexible, and easy to use, even for non tech-savvy users. It's an amazing platform."

As NYXT tested Vibe, dealership adoption grew month-over-month, reinforcing confidence in the platform’s effectiveness. Additionally, Vibe’s AI-powered analytics helped NYXT identify the most effective ad placements and optimize future campaigns based on real-time performance data.

NYXT sought to increase web traffic to dealership sites, ensuring potential buyers engaged with available inventory. Boosting brand awareness through sustained CTV presence was crucial to keeping dealerships top-of-mind. The company aimed to execute an omni-channel approach to maintain engagement throughout the long automotive sales cycle while improving conversion rates by targeting audiences more likely to be in the market for a vehicle, rather than just general auto enthusiasts.

"Vibe is a valuable, integral part of our multi-channel strategy. We do text blasts sending links to our website, use that data with vibe to retarget then overlay relevant zip codes and deploy a campaign across Vibe TV channels, social media, YouTube, and Google ads."

By integrating CTV into their broader strategy alongside SMS blasts, social media, Google Ads, and YouTube, NYXT ensured dealerships stayed top-of-mind for prospective buyers. The goal was to create a seamless, cross-channel marketing strategy where CTV ads reinforced messages being delivered across other digital touch points.

Success required iteration. CTV is a vast ecosystem, and NYXT invested time in understanding optimal channel selection, timing, and audience segmentation. Initial campaigns targeted broad auto-interest segments, but performance improved when NYXT shifted focus to financial audiences—people searching for financing options were more likely to convert into buyers.

"Ultimately, you can’t be afraid to constantly test and optimize: test, test, test. I think it's easy to use, you can run your ads in five minutes, it’s super fast, but you have to keep refining your campaigns. "

Running parallel campaigns in English and Spanish maximized reach and engagement across diverse customer segments. Adjusting spend dynamically ensured that budgets were reduced during low-intent periods, such as back-to-school season, and increased during peak buying windows, such as tax return season and holiday sales events. Retargeting website visitors with Vibe nurtured high-intent prospects by leveraging dynamic ad creatives that reflected the most recently viewed vehicle models.

Vibe’s AI-powered creative tools allowed NYXT to fine-tune messaging and CTAs without costly production overhauls. AI-generated voiceovers and personalized ad variations enabled dealerships to quickly test different messages and refine their campaigns in real time. Segmenting audiences beyond just automotive interests proved crucial, as targeting finance-related audiences searching for auto loans significantly improved lead quality and conversion rates. Implementing geo-targeting ensured ad spend was directed toward audiences with the highest intent in dealership-specific zip codes.

NYXT’s data-driven approach delivered measurable impact. Web traffic grew steadily, monitored through integrated analytics, with dealerships experiencing a 30-50% increase in unique visitors after launching Vibe campaigns. Dealerships reached tens of thousands of households with high completion rates on their ads, with campaigns exceeding 97% completion rates, indicating strong audience engagement.

Real-world attribution improved as sales teams reported increasing customer recognition of dealership ads, with finance managers and sales representatives frequently hearing, “I saw your ad on TV.” Compared to direct OTT buys, Vibe enabled broader audience reach without being confined to traditional Tier 1 network constraints. This allowed NYXT to target high-value but often overlooked customers who weren’t consuming content through traditional cable providers.

"We visit stores regularly and talk to the sales teams to monitor real-world impact. For one store, for example, I know I reached 10,000 households that all completed the ad. That means my message is out there. Now I have to monitor the leads, the phone calls. And all of that, being in the sales tower, asking the salesman, hey, how did they hear about us? I'm asking finance, how did they hear about us?"

By optimizing ad delivery times, dealerships saw notable improvements in engagement, particularly when shifting ad spend to peak car-buying days, typically Tuesdays through Thursdays. By continuously optimizing campaigns based on audience behavior, NYXT successfully transformed dealership advertising.

Vibe’s self-serve platform provided the control, transparency, and flexibility needed to scale campaigns efficiently, proving the power of CTV when paired with a data-driven approach. With automated adjustments, granular targeting, and seamless integration into multi-touch marketing efforts, Vibe enabled NYXT’s dealership clients to maximize their advertising ROI while driving measurable business outcomes.